Since its inception in 2004, Florida State University’s Center for Hispanic Marketing Communication (CHMC) has conducted groundbreaking research and served as an innovative resource for the Hispanic and multicultural marketing industries.
The CHMC was founded by Felipe Korzenny in 2004 and is the first of its kind in the United States. Housed in the School of Communication within the College of Communication and Information, the Center offers training to students and professionals who want to serve Hispanic and other multicultural markets through courses, a minor program, certificate programs, conferences, scholarships, internships and mentorships.
“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers,” said Sindy Chapa, director of the CHMC. “It is our responsibility to support and advocate for our Hispanic and multicultural students, ensuring the ongoing work of the CHMC at FSU for generations to come.”
The growth of the U.S. Hispanic market leaves the industry in constant need of trained professionals. Most advertising, public relations and marketing organizations encounter difficulties filling their Hispanic marketing positions.
“We now need to have the ability to communicate to a multitude of culturally diverse audiences,” said Patrick Merle, director of the School of Communication. “The CHMC promotes research and provides classes to help students who are eager to work in multicultural and Hispanic environments in the United States and abroad. As such, the Center is fundamental.”
“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers.”
– Sindy Chapa, director of the Center for Hispanic Marketing Communication
The CHMC’s goals focus on educating students to serve the Hispanic and multicultural marketing industries, training professionals who currently serve the Hispanic public in the U.S., conducting relevant research to further the understanding of the Hispanic market and serving as a source of knowledge about the Hispanic market for industry professionals.
Known for its minor in Hispanic marketing communication, the CHMC also offers undergraduate and graduate certificates in multicultural marketing. Over the last 20 years, the Center has expanded its research efforts to understand Hispanic consumer behavior and improve communication with Hispanic communities.
In October, the CHMC hosted a 20th anniversary gala with the theme “Embrace. Empower. Elevate.” to celebrate the growth of the Center over the last two decades.
Aligned with National Hispanic Heritage Month, the gala featured live music from talented performers including the FSU Mariachi, the Heartwood Court band and the Latin Soul Orchestra. Bringing together students, alumni, advisory board members, faculty and notable guests, attendees enjoyed dinner, remarks and had the chance to participate in a silent auction. Notable guests included FSU President Richard McCullough, First Lady Dr. Jai Vartikar and FSU Provost Jim Clark.
“Each of you exemplifies excellence, cultural pride and leadership,” McCullough said. “We are truly honored to celebrate your achievements tonight.”
During the evening, the CHMC acknowledged individuals who have made significant contributions to the Hispanic community. Among the honorees were timbalero Tito Puente Jr. (Tlamantini Award); actor Carlos Carrasco (Circle of Excellence Award in Acting); sports commentator Enrique “El Perro” Bermudez (Circle of Excellence Award in Communication); and FSU alumna Vivian de las Cuevas-Diaz (Circle of Excellence Award in Advocacy), the first Latina to be appointed to the Florida State University Board of Trustees. In addition, pioneers of the CHMC advisory board were recognized for their contributions, including Rochelle Newman-Carrasco, Joe Zubi and Adrien Lanusse. Other advisory board chairs, including Juan José Nuñez, Yvette Martinez-Wilson and Leif Roll, were also lauded for their efforts.
“We are delighted to be able to recognize individuals of Hispanic heritage whose actions and dedication have made a meaningful impact in supporting, improving and advocating for the lives of others,” FSU Provost Jim Clark said.
Sponsor support enables growth and expansion of the CHMC. This year’s gala sponsors included Meta, Omnicom Media Group, State Farm, JCOR Contractors, Marinela, Don Melchor and the Celia Cruz Foundation. The funds raised through gala donations support the CHMC’s programs, activities and scholarships.
“It was a great honor to have the president, members of the advisory board, awardees, students and faculty join us for such a special festivity,” Chapa said. “It was truly an honor to see the FSU community join together to celebrate our 20 years of service.”
For more information about the Center for Hispanic Marketing Communication (CHMC), visit hmc.comm.fsu.edu.
