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Wednesday, April 6 • 8:25am - 8:55am
First American Title Insurance Company Case Study

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Case Study: How did a 125 year-old, commodity based company successfully market to the multicultural population?


Learn how an old, conservative company deployed a multicultural marketing effort 13 years ago and grew it to an indispensable nationwide initiative today. It started with the Hispanic segment and now includes initiatives in 10+ key multicultural segments. See how the implementation of tying marketing to revenue and tracking ROI and progress was key to the survival of the program. A key takeaway is how multicultural marketing begins with key data insights to help pinpoint key market segments that are growing, followed by internal cultural intelligence training for customer-facing employees and  managers and the development of resources like marketing materials in 24 languages, a website in 6 languages and other key marketing tactics.

avatar for Jennifer Castejon

Jennifer Castejon

Strategic Marketing Director, First American Title
For the past 10 years, Jennifer Castejon has been the Strategic Marketing Director for First American Title.  Her role includes the responsibility for managing all specialized market initiatives including: generational marketing, the Chinese, Vietnamese, Filipino, Korean, Asian Indian... Read More →
avatar for Maria Valentin

Maria Valentin

Vice President of Strategic Markets, First American Title Company
Maria Valentin, is Vice President of Strategic Markets for First American Title Company. She started her real estate career in 1984 when she obtained her real estate license and worked as a realtor/broker in Burbank, California.  During her very successful career she closed 731... Read More →

Wednesday April 6, 2016 8:25am - 8:55am EDT
Escorial/Alhambra Room