Spring 2024

SPRING 2024

Dr. Sindy Chapa Meet the Staff

Director and Associate Professor

Dr. Sindy Chapa is the Director of the Center for Hispanic Marketing Communication (CHMC) at Florida State University (FSU). She is one of the country’s leading researchers on cross-cultural consumer behavior and how it relates to marketing, advertising, and all other aspects of business. A faculty researcher at FSU, Dr. Chapa, also teaches popular courses on Hispanic marketing and advertising strategy Dr Chapa previously served on the faculty of Texas State University, where she co-founded the Center for the Study of Latino Media and Markets.

Dr. Chapa earned an MBA and Ph.D. in International Business from St. Thomas University and the University of Texas-Pan American. She is originally from Tamaulipas, Mexico. She is also the proud mother of three young boys, all of whom are going through the very same processes of acculturation she highlights in her research.

Dr. Chapa co-authored Hispanic Marketing: The Power of the New Latino Consumer and has been published in other books and top academic journals. Her work can be found in the International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, Journal of Multidisciplinary Business Review, Journal of Current Issues and Research in Advertising, and in Consumption, Markets, and Culture: Resonant Representations. She is a member of the Coca-Cola Company Hispanic Council. She serves in the executive committee of FELAFAC (The Latin American Schools of Communication), ALMMACR (Association of Latino Media and Market Communication Research), and on the editorial review board of the Journal of Spanish Language Media and Journal of Cultural Marketing.

SPRING 2024

Meet the Staff

Alessandra Noli Peschiera Associate Director

Stephanie Bonilla Director’s Assistant

Ashley Johns Research and Conference Coordinator

Derrick Pacheco Webmaster

Sasha Madrid Public Relations Specialist

Santiago Reyes Content Marketing Specialist

Valentina Gutierrez Public Relations Specialist

Helen Lazo Social Media Coordinator

Valeria Peñate Public Relations Specialist

Katherinne Peralta Research and Digital Media Specialist

Tazjhani Baker Research

CCI Dean’s Inclusive Excellence Student Committee

CHMC Students Contributions

Two outstanding team members at the Center for Hispanic Marketing Communication (CHMC), Santiago Reyes and Alessandra Noli Peschiera, were appointed to the CCI Dean's Inclusive Excellence Student Committee for the College of Communication and Information.

As the Content Marketing Specialist, Santiago develops engaging materials that position the CHMC as a foremost authority in multicultural marketing.

Alessandra is the Associate Director, leading the Center's continued growth and impact.

As part of the Committee, Santiago and Alessandra bring diverse student perspectives to improve the services, resources, and overall student experience offered by the College of Communication and Information (CCI).

We applaud Santiago and Alessandra on this prestigious appointment. Their guidance helps steer positive changes within CCI Their guidance helps drive positive changes within CCI, and their commitment embodies the cultural awareness and passion for empowering others that make our Center such a unique community

Content Marketing Specialist

Santiago

Reyes

Associate Director

Alessandra Noli Peschiera

The CHMC is pleased to welcome Alessandra Noli Peschiera as its new Associate Director An innovative leader, Alessandra will strategically guide the Center for Hispanic Marketing Communication toward meaningful and goaloriented advancement.

In her new role, Alessandra will strive to enhance the educational programming for students and spearhead action-based initiatives. She will facilitate internships, workshops, and networking forums to provide the students with a wide range of opportunities. Additionally, Alessandra will organize inspiring conferences and events to establish the CHMC as the hub for the next generation of multicultural marketing.

“I am excited to get to work and continue to develop the Center’s amazing programs that provide wonderful opportunities for all our students,” said Alessandra

State Farm Scholarship Event

Thursday,February29,2024

In partnership with the Multicultural Marketing Student Association, the CHMC welcomed a distinguished guest from State Farm Insurance for an

State Farm maintains its dedication to the CHMC through generous annual scholarships such as the Latin-American Caribbean Scholarship provided to exceptional students, including:

Valeria Peñate

Katherinne Peralta

Isabella Nisi

Each student received $1,500, with $13,500 awarded over the fall and spring semesters the scholarships fund essential academic expenses, allowing students to pursue their professional aspirations fully.

As the nation's leading auto and home insurance, State Farm is committed to community growth and advancement that shines through in partnerships like this. The CHMC at FSU deeply values its longtime alliance with State Farm in pushing new boundaries for the next generation of multicultural marketing.

Christian Bejar

Madeline Castillo

PRESIDENT’S BOX

FLORIDA STATE FOOTBALL SPRING SHOWCASE

APRIL 20, 2024

The Football Spring Showcase featured an exciting opportunity for the CHMC staff members! Dr. Sindy Chapa and three students, Katherinne Peralta, Meng Tian, and Allen Yarrington, starred in a promotional video representing the Center for Hispanic Marketing Communication The promotional video ran during the halftime showing of the 2024 Spring Showcase football game

Chief Marketing Officer Susannah WesleyAhlschwede personally invited the team to attend the game and view the promotional video on the stadium’s jumbotron. Richard D. McCullough, the President of Florida State University, welcomed the students to view the promotional video in the stadium's President’s Box

The Great Give

Wednesday,March6,2024

This spring semester’s Great Give was a tremendous success, with Seminoles from all walks of life contributing to the areas they care about most. We are thrilled to announce that the Hispanic Marketing Communication Center raised $3,345 during the 24-hour fundraising event.

The Hispanic Marketing Communication Center is dedicated to championing diversity and inclusion in the marketing and advertising industries. The incredible $3,345 raised will empower the next generation of Hispanic marketing professionals and drive innovation in this rapidly growing field. We are grateful to the students, alums, faculty, staff, parents, and friends who participated and invested in the future leaders who will shape how brands and companies engage with the prominent and influential Hispanic consumer market.

Your generosity during the Great Give will open doors and create opportunities at the Hispanic Marketing Communication Center.

Thank you for supporting the Center for Hispanic Marketing Communication and Florida State University!

The generous donations from this year's Great Give will ensure the Center's future and provide crucial funding for:

RecruitingtopHispanicandLatino/a studentsthroughscholarshipsand fellowships.

Offeringenrichingexperiential learningopportunities.

Supportingcutting-edgeresearchinto Hispanicconsumerbehavior.

Creatingpathwaystocareersin Hispanicmarketingcommunication.

8th Biennial Hispanic/Latino Media & Marketing Conference

The students of the Center for Hispanic Marketing Communication attended the 8th Biennial Hispanic/Latino Media & Marketing Conference organized by the Association for Latino Media, Markets & Communication Research (ALMMACR). The conference was held from April 5th to 6th in East Lansing, Michigan, and was hosted by the College of Communication Arts and Sciences and the School of Journalism at Michigan State University in East Lansing, Michigan

This year’s conference title was “ Competing and Contesting: Addressing the New Realities of Fragmentation of Latino Media Content and Markets.” The conference brought together scholars, industry professionals, faculty, and students to identify the current landscape of Latino media audiences and communities. The panels and presentations explored the fragmentation of Hispanic and Latino audiences in a post-pandemic society. Several awards were presented to the students of the CHMC for outstanding papers and presentation performances

he award for Top Student Paper was given to doctoral udents Alessandra Noli Peschiera and Derrick acheco and undergraduate student Stephanie Bonilla r their research titled “Rhythm and Resonance: An nalysis of Female Representation in Reggaeton usic ” The Outstanding Paper award was given to octoral student Talalah Khan and Dr Sindy Chapa, rofessor and Director of the CHMC, for their paper ubmission titled “Luxury Consumption Shifts Among ispanic and Non-Hispanic Consumers in a Post-Covid World.”

Top Student Paper

Outstanding Paper

ongside the award-winning submissions, several ents participated in the conference to share entations and panel discussions. CHMC students n Lazo, Sasha Madrid, Katherinne Peralta, Santiago s, and Stephanie Matos led a panel discussion rding media consumption habits among the anic consumer segments in the United States. her segment of the student delegation, Allen ngton, Katherinne Peralta, and Santiago Reyes, ented their research titled “Exploring Skopos ory in Film Translation: Audience Perceptions of ural Adaptation in American and Latin American ma.” Doctoral student Ashley Johns presented her arch called “Connecting through Social Media: A y of Social Media Consumption between Hispanic Non-Hispanic Populations in the US” in boration with Dr. Chapa. Dr. Chapa herself won the d for Outstanding Commitment and Service for her ct throughout her entire tenure of service on the MACR board.

Through initiatives that promote innovation and academic discourse within the field of Hispanic and multicultural marketing, the CHMC continues to nurture the talents of its students. As we celebrate the achievements and participation of the remarkable students of the CHMC, we also extend appreciation to the faculty members and mentors involved in preparing them to make meaningful contributions to their respective fields.

Derrick Pacheco, Alessandra Noli Peschiera, and Stephanie Bonilla

Talalah Khan and Dr Sindy Chapa

Dr. Chapa

HiGSA Talks 2024

Hosted by the Hispanic Graduate Student Association (HiGSA) of Florida State University, the HiGSA Talks 2024 conference showcased research initiatives, community experiences, and insight exchange. The conference encouraged perspectives from all backgrounds in a safe and inclusive interdisciplinary space. Students, professors, professionals, and community members came together to provide a program of varied topics.

The opening keynote was presented by Yiemy Roberto, the President of HiGSA and Ph D candidate in the Hispanic Linguistics program at Florida State University Roberto shared the importance of providing a space for academic exchange to promote Hispanic culture. The Hispanic Graduate Student Association is a diverse organization that encourages academic excellence, diversity, and free inquiry for graduate students seeking to adapt to the local communities of the university. By developing a network for Hispanic cultural promotion, students can further their educational journeys to advance research in an inclusive environment.

Several Center for Hispanic Marketing Communication students participated in this year’s conference to share their research findings and information regarding the current landscape of Hispanic marketing and communication The participating students were Sasha Madrid, Helen Lazo, Santiago Reyes, Katherinne Peralta, Allen Yarrington, and Alessandra Noli Pescheira By participating in the HiGSA Talks 2024 conference, the CHMC is proud to represent student work focused on reinforcing the importance of Hispanic representation in media and academia The variety of participating disciplines and professionals presented the students with opportunities to network and socialize with professionals and dedicated students. The CHMC looks forward to the upcoming HiGSA Talks conferences and the continued partnership with the Hispanic Graduate Student Association.

Spring 2024 Memories

Graduate Student Academic Leadership

Outstanding Master’s Student in IMC

Outstanding Multicultural Marketing Student SPC 2608 Teaching Award

“Congratulations to all the wonderful students of the Center for Hispanic Marketing Communication!”

Outstanding Hispanic Marketing Student

Alessandra Noli Peschiera

Helen Lazo

Katherinne Peralta

Eldaneka Rolle Santiago Reyes

The Alumni Association hosted the Graduation Celebration for the School of Communication on May 3, 2024. Dr. Chapa presented the recipients of the Multicultural Marketing Certificate at the undergraduate and graduate levels with their graduation stoles. The graduation stoles represent the completion of the Multicultural Marketing Certificate program for the dedicated students. The Center for Hispanic Marketing Communication is immensely proud of the hard work and determination of each graduating student. The certificate recipients are the agents of change equipped to enhance future marketing strategies and considerations for the multicultural market and consumer segments. As we celebrate this significant accomplishment, we take a moment to reflect on the impact the students have made on the growth of the CHMC. Once again, the CHMC extends heartfelt congratulations to the graduates and recipients of the Multicultural Marketing Certificate. The world awaits the brilliance of these graduating students!

Certificate Recipients

Undergraduate: Graduate:

Sophia Kish

Valentina Gutierrez

Anna Gutfreund

Ashleigh Carpenter

Juliana Cano

Chris Conenna

Minor: Santiago Reyes

Keira Jackson

Eldaneka Rolle

Melissa Garcia

Helen Lazo

Zoe Cook

Mackenzie Sax