APRIL 2014

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to our readers: Greetings

Bring on the fresh air and sunshine! Spring is here and in full swing! Read along with us this month as we sit out in the sun and examine the Saudi Arabian American culture. This highly religious Middle Eastern group comes jammed packed with rich history and beautiful traditions. From biblical times to modern day, we’re exploring it all!
—Team Améredia


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spotlight: The Saudi Arabian American Community

Today an estimated 70,000 persons of Saudi Arabian descent live in the United States. This population is spread throughout 44 of the 50 states with the greatest number residing in California. You may also find large concentrations of Saudi Americans in Colorado, Florida, Pennsylvania, Texas, and Virginia.

The first Saudis in the U.S. came in the mid-1940s as ambassadors and staff to the Saudi Arabian Embassy in Washington, D.C. Following World War II, a second wave of Saudi immigrants made their way to the U.S. This group was largely composed of young Saudi men in search of obtaining higher education. Saudi Arabia's oil wealth allowed the government to sponsor these students financially and as of 1999, they were provided with tuition money, funds for room and board, clothing, medical care, one round trip plane ticket to visit Saudi Arabia each year, and other benefits. On the other hand, unmarried Saudi women were required to have a chaperone to travel outside of Saudi Arabia.

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Interestingly, Saudi men were encouraged with economic incentives to marry and to take their families with them abroad. One incentive even included tuition money for a man’s wife to study as well. Such incentives strengthened the family unit and reduced feelings of isolation and culture shock for immigrants.

Education within the Arab and Arab American culture continues to be placed at high value today. In fact, 96.4% of the Saudi American population 25 years and older have attained a high school diploma or higher, 59.8% of earned their bachelor’s degree of higher, and 20.8% of achieved a graduates or professional degree. Many of these scholars have gone on to pursue careers in management, business, science, and arts as well as hold positions in educational services, and health care and social assistance.

In addition to education Saudi Arabians hold religious faith and cultural pride at extremely high regard. That being said, some Saudi’s hesitate to go abroad as they fear it may be difficult to maintain an Islamic lifestyle within the U.S. However, many Arab American organizations, Muslim and Christian, continue to establish themselves in the U.S. Further, Arab Americans have developed student groups, scholarship networks, newspapers, magazines, television programming, restaurants, cultural centers, and traveling museum exhibits. In efforts to keep the Islamic culture strong, Saudi Arabians, as well as the Saudi government, have even made financial contributions to Muslim organizations based overseas.

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The nation of Saudi Arabia recognizes two religious holidays, both of which are celebrated by Muslims across the globe. The first is Eid Al-Fitr, which marks the end of the month of Ramadan, and lasts for seven days. Fasting during the Arabic month of Ramadan is a required practice of all adult Muslims in good health, although menstruating women are excused. Eid Al-Fitr is celebrated at mosques and Islamic centers with special dress, meals, and prayers. Giving zakat (alms) at the end of Ramadan is also a religious requirement. Muslims who do not live near mosques often travel to them for holidays. Fun fact: In January of 1999, approximately 14,000 Muslims gathered to celebrate Eid Al-Fitr at the Expo Center in Chantilly, Virginia.

The second Islamic religious holiday is called Eid Al-Adha, which celebrates the end of the Haj and lasts for 10 days. The Haj is a pilgrimage to Mecca required of all adult Muslims at least once in their lives, if they are able. September 23rd, the day Saudi Arabiawas declared an independent nation, is often recognized as well.

Source: Everyculture, com., US Census Bureau, Wikipedia

links: Saudi Arabian American Organizations

The Saudi Arabian American community has various organizations in the U.S., a few of which are listed below.

American Arab Chamber of Commerce
American Business Association – Eastern Province
American Businessmen of Jeddah
The Arab-American Business & Professional Association
Arab American Action Network
Arab American Association
Arab American Association of Engineers and Architects
Arab American Chamber of Commerce
Arab-American Family Support Center
Arab American Pharmacist Association
Embassy of the United States, Riyadh, Saudi Arabia
Middle East Council of American Chambers of Commerce
National American Arab Nurses Association
The National Arab American Medical Association
National U.S. Arab Chamber of Commerce
The Network of Arab-American Professionals
The Royal Embassy of Saudi Arabia
US-Saudi Arabian Business Council


to go: Community Events

April 1-26th Brewed in Belgium @ Chicago, IL
April 2 8th Annual Boston Muslim Film Festival @ Boston, MA
April 4 Asian Arts Initiative’s 20th Anniv. Exhibition @ Philadelphia, PA
April 5 Tartan Day Parade @ New York, NY
April 6 Daytona Beach Jewish Heritage Festival @ Daytona Beach, FL
April 6 The Afro-American Chamber Orchestra @ Los Angeles, CA
April 8-13 Indian Film Festival of LA @ Los Angeles, CA
April 13 Persian Day Parade @ New York, NY
April 19 Mandarin Art Festival @ Jacksonville, FL
April 24 Fuente Ovejuna @ Seattle, WA
April 26 American Indian Pow Wow @ Virginia Beach, VA
April 26-27 Houston Celtic Festival @ Houston, TX
April 29 Washington Cultural Congress @ Seattle, WA

to go: Professional Events

April 1-2 Ad Age Digital Conf. 2014 @ New York, NY
April 1-4 Hispanicize 2014 @ Miami, FL
April 5-May 10 Marketing to the Multicultural Consumer @ New York, NY
April 15-16 3rd India’s Supply Chain: Markets & Opportunities Conf. @ Savannah, GA
April 24 LGBT Marketing Conf. @ New York, NY


rainbow

in the know: Market Research

Mothers Adopt Digital Discounts, but Still Clip Coupons
In an era where almost everything is placed at your fingertips via digital technology, it turns out mother’s still prefer the “real thing”. If brands want to get more social media attention from mom’s, they’ll need to make digital deals worth they’re while.
Read More>>

Men Stay Groomed Thanks to Friends, Family, and Ads
When it comes to marketing to men, it looks like word-of-mouth and ad circulars may be the best tools in your marketing toolbox.
Read More>>

Travelers in Canada Seek Look Prices, but Don’t Book
with Deal Sites

Canadians love a good deal but surprisingly aren’t big fans of deal sites! Data shows six in ten Canadians prefer booking flights and rooms directly from airline and hotel websites – Find out why:
Read More>>

on the web: Insights

On The Web From blogs to national publications, Améredia combs the finest multicultural resources online for the latest and most relevant industry news. Here are a few that had us talking last month.


Seniors Travel Online to Book Trips
eMarketer

How Private Labe and Retailers are disrupting the Trading Environment in Western Europe
Nielsen

Consumers Seem to Be Falling Out of Love with Brands
AdWeek

Women in the Boardroom: How to Increase Gender Diversity on Corporate Boards
San Jose Mercury News

5 Key Findings About Digital News Audiences
Pew Research

Media Portrayals of Women are More Powerful Than the Word “Bossy”
AdAge

Want Millennials’ Info? Offer Something in Return
Marketing Daily

Consumers in Europe Say, “Trust No One”
eMarketer

A Push For Latino Involvement in SXSX
ReachHispanic

Want to Know the Language of the Future? The Data Suggests It Could Be…French
Forbes

A Looks at Kids’ Exposure to Ads
AdWeek

4 Ways to Improve Your Firm’s Hispanic Marketing Strategy
Orlando Business Journal

Study: Women Who Can Do Math Still Don’t Get Hired
Economix

Obamacare: Asian-Americans sign up in drives; Latinos disproportionately stay away
San Jose Mercury News

Morning Growth is Driving Hispanic Radio Listening Gains
Nielsen

In Brazil, Over Half of Banking Transactions Are Digital
eMarketer

2014: Outlook: Latin America
ReachHispanic

Nissan, Subway, Post Foods Join Hispanic Campaign
AdAge

3 Lessons on Multicultural Marketing from Covered California
Agency Spotter

Mobile Supports Hispanic’s Path to Purchase
ReachHispanic

Ad Campaigns Are Finally Reflecting Diversity of U.S.
AdAge

in the news: Our Clients/Partners

Water Conservation Rules in Effect
San Jose Water Company has a goal of achieving 20% water conservation! The target is now in effect through December 31, 2014. See how you can help:
Read More>>

Change is Coming to a Community Near You
The tradition lives on! Comcast’s annual tradition of giving back to the community continues 13 years later with it’s Comcast Cares Day 2014 just around the corner (April 26th). You’re invited to join in the excitement! Click below for more information.
Read More>>

agency buzz: Ameredia In The News

Last month améredia had the honor of being featured on the popular agency search, selection, and management site, Agency Spotter. Dive into diversity, and get the low-down on what multiculturalism is really all about by checking out our agency profile now!

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PARTNERSHIP INQUIRIES
Build your brand in ethnic markets. Connect with us.
newbiz@ameredia.com

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AWARDS AND RECOGNITIONS:
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NEWSLETTER INFO
We would love to hear from you! Submit tips and contributions to red@ameredia.com.
Subscribeto our newsletter.
Read réd archives now!

Social Connect
Follow and join our social conversations on Twitter
Facebook Google+ Pinterest and LinkedIn.


Tweet Of The Month:
All hail the king! Nearly 10 million unique visitors makes @Yahoo the top dog of #mobile in #Mexico! ow.ly/uLm6L

FaceBook Post Of The Month:
#Data collected by Pew Research Center shows #women's #college enrollment gains are leaving #men eating their dust http://ow.ly/uk9BQ


neighborhood spotlight: Alexandria, Virginia
cultural snapshot
Little known fact, Washington, D.C. is one of the first states to which Saudi Arabian immigrants began residing. Today, many Saudi Americans continue to call Washington, D.C. their home. In fact, due to the high concentration of Saudis in this metropolitan area, one of the first Islamic academies for Muslim children (Islamic Saudi Academy) was established in Alexandria, Virginia, in 1984.


Media Sheet media sheet Arabnews.com ranks as one of the most popular online news sites for both Arabs and Arab Americans. With a monthly average of 41,000 UVs in the United States alone, Arab News provides its readers with Saudi Arabian news, Middle Eastern news, world news, sports, economy, and lifestyle columns.


Bite-Sized Language media sheet The official language of Saudi Arabia is Arab. The country also holds three variants of the language including Hejazi Arabic, Nejdi Arabic, and Gulf Arabic. Let’s learn a few phrases in traditional Arabic!

Hello; مرحبا
How are you?; كيف حالك؟
I’m great; ايم كبيرة
Goodbye; وداعا


Ad of the Month

media sheet

Saatchi & Saatchi Italy – “Dear Future Mom”
Bravo Saatchi Italy! The agency produces a beautiful and honest campaign just in time for World Down Syndrome Day 2014 (March 21).
See the ad now!


Good Eats: Al Kabsa (Traditional Saudi Rice & Chicken)

Saudi Arabian cuisine has been around for thousands of years and has seen little change in ingredient or preparation. The country’s dishes offer a perfect fusion of old eastern spices atop appetizing rice and vegetables, succulent tender beef and fresh chicken marinated – combinations that continue to transcend borders across the world today. We hope you have an appetite for this popular Saudi dish!

media sheet

Ingredients
• ¼ cup butter
• 3 lbs chicken, cut into 8-10 pieces
• 1 large onion, finely chopped
• 6 garlic cloves, minced
• 2 whole garlic cloves
• ¼ cup tomato puree
• 12 ounces chopped tomatoes
• 3 carrots, grated
• 1 pinch nutmeg
• 1 pinch cumin
• 1 pinch coriander
• 2 ¼ cups basmati rice (do not rinse)
• ¼ cup raisins
• ¼ cup slivered toasted almonds
• ½ tsp saffrom
• ¼ tsp ground green cardamoms
• ½ tsp cinnamon
• ½ tsp ground allspince
• ¼ tsp white pepper
• ½ tsp ground dried limes
• salt & pepper

Directions
Melt butter in a large pot. Add chicken, onions, garlic & sauté until tender. Stir in tomato puree & let simmer over low heat for a few minutes. Follow by adding tomatoes, carrots, & cloves. Mix inall spices. Cook for cook for a couple minutes before adding 4 cups of water. Bring to a boil then reduce heat, cover, and let sit over low heat for 30 minutes. Continue by adding rice to pot & stir. Cover & let simmer for 35-40 minutes – add raisins in the last 10 minutes or until rice is tender. Serve chicken over rice and garnished with almonds. Enjoy!

Source: Food.com

Creative Corner

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Annual Report design for San Jose Water Company.


Partner Profile:

media sheet

San Francisco Business Times is the #1 print and online source for Bay Area business news and information on the most successful people, companies and transactions in the region. From technology and sustainability to small business, biotech, hospitality, real estate and banking, the Business Times covers the most relevant for the Bay Area business community!


Partner Event

media sheet

AHAA: The Voice of Hispanic Marketing forecasts the evolution of the American landscape and its effect on both the marketing industry and the world we live in today. Get in the know on April 28-30 at “Thinking Under the Influence” in Miami, FL.
Register now!


Readers Recommended Diversify your bookshelf and refresh your mind with this month’s must read!

media sheet

A lot of people talk about how great it is to start a business, but only Ben Horowitz is brutally honest about how hard it is to run one. In The Hard Thing About Hard Things, Ben Horowitz, cofounded of Andreessen Horowitz, draws on his own story of founding, running, selling, buying, managing and investing in tech companies. It’s an entrepreneurial journey you don’t want to miss.
Get your copy today!


Global Calendar

1-Apr
Easter Monday (Christian)


2-Apr
Malvinas Day (Argentina)
World Autism Awareness Day (UN)


4-Apr
Qing Ming Festival (China, Taiwan)
Independence Day (Senegal)


6-Apr
National Tartan Day (Canada, U.S.)


5-Apr
Chakri Day (Thailand)


7-Apr
~8 Yom Ha-Shoah (sundown) (Jewish)


8-Apr
Feast of Annunciation (Christian)


13-Apr
Vaisakhi (Sikh)


14-Apr
Songkran (Thailand)


15-Apr
Yom Hazikaron (Israel)
Income Tax Pay Day (U.S.)
De Diego's Birthday (Puerto Rico)
Yom HaAtzmaut


17-Apr
Independence Day (Syria)


18-Apr
Independence Day (Zimbabwe)


19-Apr
Independence Day (Venezuela)


20-Apr
National Day of Silence (LGBT)


21-Apr
Festival of Ridvan (sundown) (Baha'i)


23-Apr
St. George's Day (Christian)
Arbor Day (USA)
National Sovereignty Day & Children's Day (Turkey)


24-Apr
Armenian Martyr's Day (Armenia)
Administrative Professionals Day (U.S.)


25-Apr
Theravada New Year (Buddhist)
Anzac Day (Australia, New Zealand, Samoa)
Festa della Liberazione (Italy)
Sinai Day (Egypt)


26-Apr
Gathering of Nations Powwow (U.S. - Native American)
Union Day (Tanzania)


26-Apr
National Arbor Day (U.S.)


27-Apr
Freedom Day (South Africa) Independence Day (Togo)


29-Apr
Showa Day (Japan)


30-Apr
Koningendag (Netherlands) Liberation Day (Vietnam)


©2014 Améredia, Inc.

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