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At first glance, the large black and white photoof Cesar Chavez doesn’t quite belong in theformal Southern California Edison décor of this

office. The farm labor leader carries on his shouldera mud-caked shovel and hoe.

On closer examination, however, it’s clear thisportrait undoubtedly belongs here. Chavez carries hisfarm tools - and himself - with all the dignity and prideof a corporate executive.

Welcome to the office of Joe Alderete, SCE’sManager of Supplier Diversity, who carries himselfwith all the dignity and pride of a farm worker son.

“I see a lot of my culture and where my familycame from,” Alderete, a 30-year career SCE employee,said. “They picked fruit in Hollister. In that picturesee Chavez struggling to give dignity to the farmworker. So many people had no voice. He providedthat voice.”

As SCE’s representative, that’s what Alderete doesfor minority businesses. He treats them with dignityand supports them in becoming successfulentrepreneurs.

Alderete leads SCE’s Supplier Diversity Program, aposition he has held for eight years. He provides

opportunities for women, minority, and disabled-veteran business enterprises to participate in itspurchasing and contracting activities on a competitivebidding basis. These businesses supply goods andservices that are cost-effective to SCE’s ratepayers.

“We have an African American businessman whowas providing payroll services for SCE as asubcontractor to a larger company and its contract,”Alderete said. “I told him I don’t want your contractrolled in. I know you can do it for the whole company.”

SCE provided business advice and assistance to theowner on how his company could restructure itsresources to provide this service.

“Today, he’s one of the largest African Americanbusinesses providing payroll services for SCE,” Alderetesaid proudly. “It’s not just getting these businesses tobid. We show them how to be better bidders of SCEcontracts. We want to give our minority businesscontractors the opportunity to be better suppliers.”

You might say Alderete learned the business of SCEfrom the ground up. His first job, in January 1974,was as a Groundsman - digging ditches and settingpower poles. He noted that he too carried many mud-caked shovels in his working life.

SUPPORTINGMINORITYENTREPENEURS

SUPPORTINGMINORITYENTREPENEURS

Joe Alderete

SCE’s Manager of Supplier Diversity

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“I’ve had 4 or 5 other jobs since then. I’ve been acompensation analyst. I worked in procurement. Iwas even a salesman. I sold all the surplus equipmentfor the company.

“SCE has given me, and many others here, theopportunity to find out what we want out of life. Ifsomeone wants to be a Groundsman, then they’ll trainus to be the best Groundsman. Edison offers ustraining, classes, experience and opportunities.”

Assisting business organizations is also part ofAlderete’s responsibility. “We work closely with theLatin Business Association, the Black BusinessAssociation, Asian Business Association, the AmericanIndian Chamber of Commerce, and many other greatorganizations.”

SCE is consistently honored locally and nationallyfor its outstanding business and community outreach.And year after year, SCE ranks among the 50 bestmajor corporations for which to work.

Alderete recently returned from a speakingengagement before the Edison Electrical Institute inWashington, DC. SCE is a member. The institutewanted him to share how SCE has been successful inits minority business supplier outreach.

“A financial services company decided it neededto reconnect with its communities,” Alderete recalled.“They came to us and asked: How to do it? I toldthem a good corporation needs to have a face in thecommunity. Being in the community can make all thedifference. But they had no face,” Alderete said,shaking his head.

Like Cesar Chavez, in that photo, carrying hisshovel, Alderete still carries mud-caked shovels on hisshoulder - but today in a suit, treating people withdignity; giving them voice and opportunity. That’s theface of SCE in the community.

“I see a lot of my culture and where myfamily came from,” Alderete, a 30-yearcareer SCE employee, said. “They pickedfruit in Hollister. In that picture… seeChavez struggling to give dignity to thefarm worker? So many people had novoice. He provided that voice.”

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INVESTIGATINGA COMPANY’S COMMITMENT TO

DIVERSITY

The world today is more diverse than ever, andhaving a unique and varied environment, richwith ideas and perspectives, is one key ingredient

in a formula for business success. It is clear that thecompanies focusing on diversity today have a betterfuture ahead of them tomorrow. So how can you makesure the companies you are considering have a truecommitment to diversity? Like everything else, it allstarts with doing your homework.

One of the first places to go to find out what acompany is doing in the area of diversity is its Website. Many businesses discuss diversity in detail on theirsites, and some have even set up entire sections of theirWeb sites to showcase their diversity and communityrelations programs. There are a few things to look forwhen viewing a company’s Web site for strong diversityprograms:

Diversity Mission Statement or Formal Diversity ProgramBusinesses with a strong commitment to inclusivenessoften have structured in-house programs, followformal supplier diversity guidelines, offer employeeaffinity groups or internal diversity teams, and more.

Read through the site and look for indicators forwhether the company is committed to a diverseenvironment.

Partnerships and Affiliations - You can learn a lot aboutanyone by the company they keep. This holds truefor corporations. Many company sites provideinformation about local and national communityrelations initiatives and partnerships. Review thesesections and see if the company has any affiliationswith minority professional or social organizations.

Press Releases - Read through the past year of pressreleases and see if the business is actively promotingtheir community relations initiatives. However, be sureyou can tell the difference between companies thatare involved and committed to diversity, and thosethat simply “write a check.” Read releases carefullyto see if the business and its employees are trulygetting involved.

Basic Company Facts - You can find out more about thedirection in which the company is moving by readingabout the company’s leaders. Does the business have

INVESTIGATINGA COMPANY’S COMMITMENT TO

DIVERSITY

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minorities and women at the executive level? Areleaders involved with minority professionalorganizations? Does the company offer any statisticsabout the makeup of its workforce? Does the companyspend a significant amount with minority businesssuppliers?

Aside from researching the company’s own Website, it is also important to conduct independentresearch of diversity initiatives. Here are a few morestrategies:

Research Recruitment Programs - Does the companyrecruit at universities with high minorityrepresentation? Is the company present at minorityjob fairs?

Check Out National Media Scorecards - Many media outletspublish reports of the nation’s best employers forminority individuals. Examples include Fortune,Working Mother, Latina Style, and We Magazine,among many others. These rankings can provide youwith a look inside the company, both at its programsand the percentage of minority in its workforce.

Visit Online Diversity Portals and Organizations Web Sites -There are a wide range of Web sites dedicated todiversity that offer news, opinions and even critiquesof the nation’s top businesses. You can also visit theWeb sites of professional minority organizations forfacts, stats and overall career advice.

Talk to Local Affiliates of National MinorityOrganizations Organizations like the National UrbanLeague, the National Association of Asian AmericanProfessionals, the National Council of La Raza, andmany more often offer career resources both locallyand nationally, and typically have relationships withcorporations in their communities.

Ask Questions - Just like doing any other kind ofresearch, you can find some of the best informationsimply by talking to people. From individuals employedat the company to those you are interviewing with,ask about the company’s programs in place andcommitment to social responsibility.

Copyright 2005 CareerBuilder.com. All rights reserved. Theinformation contained in this article may not be published,broadcast or otherwise distributed without prior writtenauthority.

Aside from researching the company’s own Website, it is also important to conduct independentresearch of diversity initiatives.

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DIVERSITY NEWS BRIEFS

Los Angeles, CA — If you applied for a job atAbercrombie & Fitch and were turned down becauseof your race or sex, or if you worked at Abercrombieand were let go or relegated to the back room, youmay be eligible for payment from the settlementof a class action lawsuit against the retail giant.

The settlement applies to all women and allAfrican Americans, Asian Americans and Latinoswho either applied for a job at an Abercrombiestore (or attempted to do so and were discouraged)or were employed there between February 24, 1999and November 16, 2004. The stores includeAbercrombie & Fitch, Abercrombie kids and Hollisterstores.

Claim forms are available right now and mustbe postmarked and mailed to the ClaimsAdministrator by March 25, 2005. To get a claimsform, visit www.abercrombieclaims.com or call toll-free 1-866-854-4175. The Gonzalez v. AbercrombieClaims Administrator is at P.O. Box 10564,Tallahassee, FL, 32302-2564.

“The settlement provides $40 mill ion incompensation to Latino, African American, AsianAmerican, and female applicants and employeesdiscriminated against by Abercrombie,” explainedattorney Tom Saenz of the Mexican American LegalDefense and Educational Fund (MALDEF)

The settlement comes in the case of Gonzalez v.Abercrombie, a federal civil rights lawsuit filed in2003 by MALDEF, the NAACP Legal Defense andEducational Fund (LDF), the Asian Pacific AmericanLegal Center (APALC), and private plaintiffs’ lawfirms on behalf of nine young adults of color,including students and graduates of the Universityof California and Stanford, who were refused salesjobs or terminated because of their race or ethnicity.

CLOTHING RETAILER MUST PAY$ $40MILLION IN DISCRIMINATION SUIT

TURNED DOWN BY ABERCROMBIE BECAUSEOF YOUR RACE OR SEX?

‘DIVERSITY BEST PRACTICES’ORGANIZATION RECOGNIZES XEROXFOR DIVERSITY LEADERSHIP,ADVOCACY

Acknowledging Xerox Corporation (NYSE: XRX)and its longstanding leadership as a champion fordiversity, Diversity Best Practices and The BusinessWomen’s Network have honored Xerox chairmanand chief executive officer Anne M. Mulcahy withthe 2004 Diversity CEO Leadership Award.

Mulcahy was one of 10 company CEOs to receivethe award last night at an event in Washington, D.C.According to DBP/BWN, the Leadership Awards“showcase the nation’s progressive business leadersfor embracing diversity in markets, workforces andcommunities.” Recipients selected are those wholead the way in workplace diversity; havedemonstrated a vision for the future; and havesupported community, philanthropic and supplierdiversity initiatives.

Creating an environment of diversity andinclusion for Xerox employees, customers andsuppliers has been a core value at Xerox since the1960s.

The original plaintiffs were joined by othersacross the country, including women who werediscriminated against based on their gender. Theplaintiffs’ claims were validated by the federal EqualEmployment Opportunity Commission (EEOC).

In addition to the money for class members, thesettlement requires Abercrombie to substantiallyreform its recruitment, hiring, job assignment,promotion, as well as training practices. “It is acomprehensive package of reforms that will makeminority and female employees feel morewelcome,” said plaintiff Jennifer Lu, a recentgraduate of UC Irvine who was terminated from asouthern California Abercrombie & Fitch store.

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DIVERSITY NEWS BRIEFS“Xerox’s effort to make diversity a business

imperative as much as a social one is not only worthyof recognition, but is an extraordinary example forother companies to follow,” said Edie Fraser,president and founder of Diversity Best Practices andthe Business Women’s Network. “Xerox takesadvantage of every opportunity to create a businessculture that is progressive and inclusive.”

Xerox respects and promotes diversity throughmany company policies and practices: for example,supporting six independent employee “caucusgroups,” offering domestic partner benefits andwork-life benefits, providing leadership training anddevelopment programs, maintaining a strongsupplier diversity program, and granting scholarshipsupport to minority students and schools.

Xerox’s diversity record has frequently beenrecognized by external organizations over the years.Last year, Diversity Best Practices named Xeroxamong the top 10 U.S. companies in its report, Bestof the Best: Corporate Awards for Diversity andWomen 2003-2004. Xerox was also No. 10 in the“Top 50 Companies for Diversity” by DiversityIncmagazine, No. 17 in Fortune magazine’s list of “50Best Companies for Minorities,” and among the “top30 companies for executive women” according tothe National Association for Female Executives.

Diversity Best Practices and The BusinessWomen’s Network are Washington, D.C.-basedorganizations providing resources, publications, andbenchmarking services for diversity and women inbusiness.

LEADING DELIVERY AND LOGISTICSPROVIDER APPOINTS VETERANHUMAN RESOURCES EXECUTIVE TOHEAD NEW GLOBAL REFLECTION ANDOUTREACH OFFICE

DHL, the world’s leading express delivery andlogistics company, today announced theestablishment of a new Human Resources officewith a specific mission to ensure ongoing diversity

in the workforce and non-discrimination in allaspects of DHL’s policies and culture as the companygrows in the U.S. market.

The new office, entitled the DHL “GlobalReflection and Outreach Office,” will be tasked withensuring that the composition of the new DHLworkforce is reflective of the American communitiesin which DHL has a significant and growingpresence, and a commitment across the DHLemployee base to non-discrimination in all aspectsof DHL’s policies and culture.

“As a company with more than thirty years ofinternational experience, and a workforce of over160,000 in more than 220 countries and territories,DHL believes strongly that all companies shouldstrive to reflect the diversity of our cultures and oursurrounding communities at all levels of theworkforce,” said Scott Northcutt, Executive VicePresident for Human Resources, DHL Americas. “Weare investing this new office with resources andsupport from DHL’s highest levels to see that policyfurthered,” Northcutt added.

Patti McEwen, Vice President of HumanResources for DHL Americas, has been tapped tolead the new office. A veteran DHL employee andpioneer in the area of diversity programs, Ms.McEwen will leverage over thirty years of field andcorporate human resources experience andrecruitment expertise in her new position. Ms.McEwen will also maintain her responsibilities inDHL field and corporate Human Resources.

“With the growth of our operations in theUnited States,” Ms. McEwen said, “I welcome theopportunity to infuse the strong DHL culture ofdiversity developed through decades ofinternational experience throughout our Americanworkforce.”

About DHLWith annual revenues over $25 billion in 2003, DHL isthe global market leader of the international express andlogistics industry, specializing in providing innovative andcustomized solutions from a single source.

DHL offers expertise in express, air and ocean freight,

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DIVERSITY NEWS BRIEFSoverland transport and logistics solutions, combined withworldwide coverage and an in-depth understanding oflocal markets. DHL’s international network links morethan 220 countries and territories worldwide. Over160,000 employees are dedicated to providing fast andreliable services that exceed customers’ expectations.Founded in San Francisco in 1969, DHL is 100% ownedby Deutsche Post World Net. For more information aboutDHL, please visit our www.dhl.com.

DELOITTE & TOUCHE USA LLPRECEIVES CORPORATE DIVERSITYLEADERSHIP AWARD

DELOITTE ONLY ORGANIZATION TO RECEIVE THEHONOR

For the fourth time in recent months, Deloitte& Touche USA LLP, one of the nation’s leadingprofessional services firms, received an award forits diversity and inclusion efforts. Minorities inBusiness, a bi-monthly magazine for multiculturalbusiness professionals, entrepreneurs, andcorporative executives, honored Deloitte with itsCorporate Diversity Leadership Award at the NinthAnnual Multicultural Prism Awards Gala in LosAngeles, California.

“It is a great honor to receive this award,” saidBarry Salzberg, Managing Partner, Deloitte & ToucheUSA LLP and the organization’s diversity champion.“At Deloitte, we strive, every day, to promotebehaviors that foster a dynamic and welcomingenvironment for minorities, women, and peoplefrom all backgrounds. An award such as this willonly make us strive to be better.”

Deloitte received the award based on its strategyand programs that it has implemented to movediversity and inclusion forward within theorganization.

“At Deloitte, we are committed to attracting andretaining the best talent and to creating anenvironment in which they can reach their highestpotential,” said Redia Anderson, National Principal,

Diversity & Inclusion, Deloitte & Touche USA LLP.“Our goal is to continue to create an environmentwhere the best will always choose to be.”

The 9th Annual Multicultural Prism Awards Galawas the most prestigious event in Minorities inBusiness magazine’s 2004 Event Series. The eveningis an opportunity to spotlight and honor thesuccesses of the multicultural business community.The ceremony recognizes many outstandingachievements by entrepreneurs and corporations.Some of the proceeds from the awards eveningbenefit the DangerMan Education Foundation, anon-profit organization that encourages children toenter the business world.

About DeloitteDeloitte refers to one or more of Deloitte ToucheTohmatsu, a Swiss Verein, its member firms and theirrespective subsidiaries and affiliates. As a Swiss Verein(association), neither Deloitte Touche Tohmatsu nor anyof its member firms has any liability for each other’s actsor omissions. Each of the member firms is a separate andindependent legal entity operating under the names“Deloitte,” “Deloitte & Touche,” “Deloitte ToucheTohmatsu,” or other related names. Services are providedby the member firms or their subsidiaries or affiliatesand not by the Deloitte Touche Tohmatsu Verein.

Deloitte & Touche USA LLP is the U.S. member firm ofDeloitte Touche Tohmatsu. In the U.S., services areprovided by the subsidiaries of Deloitte & Touche USALLP (Deloitte & Touche LLP, Deloitte Consulting LLP,Deloitte Tax LLP, and their subsidiaries), and not byDeloitte & Touche USA LLP.

XEROX GRANTS TECHNICALMINORITY SCHOLARSHIPS TO 150STUDENTS

Xerox Corporation has awarded its annual XeroxTechnical Minority Scholarships to 150 graduate andundergraduate students from across the country, forhigh academic achievement in the fields of science,engineering and technology.

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DIVERSITY NEWS BRIEFS“By investing in the colleges, universities, and

students of today, we aim to help build the strong,diverse work force of tomorrow that high-techglobal enterprises like Xerox rely on for ongoingbusiness success,” said Joseph Cahalan, vicepresident, The Xerox Foundation, which funds thescholarship program.

The 150 winners are from more than 30 statesas well as the U.S. Virgin Islands and Puerto Rico,and attend one of about 100 colleges anduniversities, including Rochester Institute ofTechnology, Massachusetts Institute of Technology,University of Rochester, University of Texas andCarnegie Mellon University. Each scholarship winner,chosen from 727 qualified applicants, will receive$1,000 toward college tuition costs for the 2004-2005 school year.

The scholarship program began in 1987; sincethen, more than 1,300 students have benefited fromalmost $2 million in funding.

Scholarships are made available to minoritystudents enrolled in technical degree programs atthe bachelor’s degree level or above. Eligiblestudents must have a grade point average of 3.0 orhigher and show financial need. Recipients of thescholarship were notified by letter in December.Students are allowed to reapply for the scholarshipon an annual basis, and several dozen students aremultiple recipients.

To access the full list of this year’s scholarshipwinners, interested parties can visit www.xerox.com/technicalminoritywinners. For more information onthe Xerox Technical Minority Scholarship and howto apply, visit www.xerox.com/careers.

MIXED RACE YOUNG PEOPLE TOCRISS-CROSS AMERICA INNATIONAL TOUR TO RAISEAWARENESS OF NATION’SMULTIRACIAL BABY BOOM

This spring, five mixed-race teens and 20-somethings will travel 8,000 miles across the UnitedStates in a 26-foot RV to raise awareness of thenation‚s multiracial baby boom. From April 4th toMay 10th, these young people will jumpstart anational dialogue about how multiracial youth areredefining diversity and changing the face ofAmerica.

A recent cover of PARADE magazine proclaimedthat multiracial youth are „the changing face ofAmerica.‰ Census 2000 marked the first time thatAmericans could identify with more than one race.Today, in states like California, Oregon, andWashington, more mixed race babies are born thanany other race but Caucasian. Despite this dramaticdemographic shift, studies show that there is littleawareness of the unique challenges andopportunities that confront multiracial youth andfamilies in our racially conscious society.

“The next generation of multiracial Americanspresent an exciting opportunity to help heal ournation‚s painful history with race,” says MarindaMelonson, the 20-year-old project manager of theGeneration MIX National Awareness Tour. “Withconnections to multiple racial and culturalcommunities, we can be race ambassadors toprovide insight into how to create a cohesive,multicultural America in the 21st century.”

The Tour will stop at 16 college campuses andcommunity centers from Seattle to Boston, workingwith student and community groups to organize afull day of events on the multiracial experience.Events will include seven activity stations, pressconferences, bone marrow drives and a keynotepresentation by Tour participants. The crew will alsoparticipate in creating a documentary film of theTour. The public can participate via the crewmembers‚ blogs and an interactive website.Sponsorship and partnership opportunities areavailable.

For more information, please visit the followingsites: www.mavinfoundation.org orwww.generationmix.org.

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Since teaming up two years ago, the two firmshave experienced exponential growth. Smallbusiness MAST Construction, for instance, hasgrown over 500 percent in the last three years andhas seen a 70 percent increase in revenues last year.Imperial Construction, now the tri-state area’slargest Latino owned firm and one of the fastestgrowing in the nation, has grown its staff from 30to 100 and received numerous accolades along theway.

The two construction firms have not been theonly ones to benefit, however. On one project alone,MAST and Imperial awarded nearly $16 million insubcontractor contracts to minority and women-owned businesses, far exceeding the industrystandard participation goals by reaching animpressive 43 percent. In total, Imperial and MASThave brought more than $50.3 million of work tosuch firms in the past year.

While both companies manage constructionprojects independently, over the past couple of yearsthey have been awarded high-profile jobs togetheras part of a strategic move to pool resources.

Although business partnerships are certainly notunheard of in the construction industry, as manylarge companies partner with smaller ones, Imperialand MAST differ in one important way: the twofirms are equal partners in all of their jointendeavors.

“Right from the start it was apparent that weshared an underlying philosophy about how we runour businesses, including our belief in workingprinciples and attention to detail,” says TedDomuracki, President of MAST ConstructionServices, Inc. “Our like-mindedness, along with our

Proving that the whole really is more than the sum of its parts, twoNew Jersey based construction firms, Imperial Construction andMAST, have set out to show the industry that a small business anda minority-owned business can achieve great success together.

complementary strengths, made working togetheran easy decision to make.”

Frank Dominguez, President and CEO of ImperialConstruction, who along with principals LouFernandez and Richard Briggs heads the firm, adds,“We both started our companies in New Jersey andshared an understanding of what it takes to winand complete projects in that marketplace. Imperial,which was founded in 1986, originally began as asmall electrical contracting company and within thepast seven years began branching out into generalcontracting and construction management services.Ted Domuracki and his professional team at MASTbrought 30 years of construction managementexpertise to the table, while Imperial offered acontractor’s perspective and market niche to thepartnership. Together we have an amazing amountof resources and knowledge to bring to our clients.”

The first project that the team successfully pairedup on was the design and construction of a newsix-story, 110,000-square-foot dormitory and kitchenfacility at Hudson County Correctional Facility inKearny, New Jersey. The $40 million renovation andnew construction project created a post-tensionedconcrete building to foster the secure relocation of512 inmates, as well as a new kitchen to service the2,000-inmate population at the center. The securityand fire protection systems were also upgraded inthe existing 750-cell facility.

Soon after the two companies realized thatthere was an opportunity to capture otherconstruction management work together,particularly in the educational sector. The pairpursued a contract to manage the construction ofHudson County Community College‚s North Hudsoncampus, a program and construction management

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assignment with Hudson County CommunityCollege, for the $35 million facility for its Union Citycampus. This facility will be located in an area withthe largest concentrated Hispanic population. Thefacility will be built adjacent to an over a $300million light rail and new bus terminal, making thesite a transportation hub that will be easilyaccessible to the students that attend college at thatcampus.

“Our partnership has matured through projectexperience and we look forward to pursuing otheropportunities within the municipal and educationalsectors, including larger management jobs, both inHudson County and within the New York/New Jerseytri-state area at large,” Mr. Domuracki concludes.

Frank Dominguez started Imperial as anelectrical contractor with five employees. Today,Imperial Construction Group has evolved into oneof the fastest-growing Hispanic owned firms in thecountry. Imperial initially worked on residentialprojects, but quickly transitioned into thecommercial and institutional arena, working onoffice, industrial, pharmaceutical and school facilityprojects.

In 1991, the firm became a general contractorand continued to self-perform electrical work forthe US Department of Defense, US Department ofTransportation and other federal and stategovernment agencies.

One of the company's turning points came in1996 when it was hired to build several structuresfor the U.S. Coast Guard Station Sandy Hook in NewJersey. While performing the job, one of the firm's

steel subcontractors defaulted. To make up forwasted time, Imperial decided to enclose thestructure in plastic and work around the clock withheaters during the winter when constructiontypically slows down. With that push, Imperial wasable to meet its deadline, which lead to additionalprojects from the same customer.

Imperial Construction Group is an innovative andservice oriented firm that offers superiorconstruction management, general construction anddesign-build services to government and privatesector clients throughout the country.

Their motto is "Diversity in People-Diversity inProjects". This succinctly illustrates their two mostimportant covenants - a commitment to hire the bestemployees and subcontractors regardless of all racesand ethnicity, and their goal of providing a vast andcomplete range of services to a growing list ofclients.

Imperial has completed over 700 projects withits dedicated workforce of over 90 full-timearchitects, engineers, project managers, estimators,job supervisors, office personnel, and extendedteam of talented subcontractors and professionalconsultants. Company sales from 1996 through 2000have increased over 350% percent, ranking Imperialas one of the fastest growing Hispanic ownedbusinesses in the country.

The growth in construction managementservices for municipalities, school boards and countyagencies in 2001 has given Imperial the opportunityof managing over 100 million dollars in projects withnext year projections exceeding 500 million.

“Right from the start it was apparent that we shared anunderlying philosophy about how we run our businesses, includingour belief in working principles and attention to detail,” says TedDomuracki, President of MAST Construction Services, Inc. “Ourlike-mindedness, along with our complementary strengths, madeworking together an easy decision to make.”

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Frank DominguezPresident and CEO of Imperial Construction

Ted DomurackiPresident of MAST Construction Services, Inc

The firm has been repeatedly recognized for itsachievements, having been named the Regional andState of New Jersey Minority Small Business PrimeContractor of the Year, One of New Jersey's FinestPrivate Companies in 2001, and the Contractor ofthe Year by the Regional Alliance for SmallContractors. In addition, company founder FrankDominguez was named SBA 2001 New Jersey SmallBusiness Person of the Year, the first Hispanic in thehistory of the State of New Jersey.

Their mission is to serve customers with thehighest level of satisfaction by providing quality,price competitive, on-time general construction,construction management and design-build servicesby their innovative, talented and dedicatedworkforce.

Ted Domuracki founded MAST ConstructionServices Corporation, a construction managementand consulting firm that provides specializedconstruction management services. Domuracki was

formerly a senior executive at a major constructionfirm and has over 25 years experience inconstruction operations.

The Principals of MAST Construction Serviceshave established a longstanding track record ofperformance on both public and private projects.The firm understands the process and protocol ofMunicipal, County and State Government Agenciesand Authorities. At MAST, their client-focusedphilosophy of providing Professional ConstructionManagement Services emphasizes threeelements;:responsiveness, reliability and results.They are experts at executing the necessary project’sdelivery systems, of Budgeting Procurement, CostControl, Scheduling, Quality Management, ClaimsAvoidance, Timely Project Completion and ProjectClose-Out. Their philosophy of teaming andcollaboration with Owner, Architect, Engineer andConstruction Manager ensures a project’s success.

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Nosotros Organization has joined forces with theLA Casting Connection LLC to create theAmerican Latino 2005 - National Star Search &

Casting Workshop Series traveling to seven major citiesin America.

For the first time in its 35-year history, the NosotrosOrganization and its President, Jerry Velasco, arejoining forces with an outside entity, the LA CastingConnection LLC, to create American Latino 2005 -National Star Search and Casting Workshop Series thatwill reach out, on a national level, implementing oneof the organization’s original mission statements. Asdefined by its founder, Ricardo Montalbán, one ofNosotros’ primary goals is to go out into the Latinocommunities to seek out, promote, nurture andsupport the talents of Latino performers.

Nosotros - “Us” in Spanish - was founded in 1970by legendary actor Ricardo Montalbán to improve theimage of Latinos/Hispanics as they are portrayed in theentertainment industry, both in front of and behindthe camera; to expand their employment opportunitiesin the industry; to train its members to become betteractors and industry professionals; and lastly, to reachout to the community and seek creative youngstersand encourage them to enter their chosen professionin the entertainment industry. Original board membersincluded Desi Arnaz, Vikki Carr and Anthony Quinnamong others. Nosotros has been instrumental infurthering the careers of many actors such as EdwardJames Olmos, Salma Hayek, Lupe Ontiveros andLorenzo Lamas.

According to Mr. Velasco, “The American Latino

2005 Casting Workshop Series will educate adult andyoung Hispanic actors on all aspects of theentertainment business and on the dangers of comingto Hollywood unprepared. We will give them guidanceon how to prepare for that experience and provide away for them to network with Nosotros after we leavetheir city. Every workshop participant joins Nosotroswith a one year membership.”

The American Latino 2005 Casting Workshops willprovide a rare opportunity to learn the business ofshow business and make valuable contacts with actors,casting directors, Hollywood agents and managers.

Coinciding with the workshops is the AmericanLatino 2005 National Star Search, a corporate-sponsored competition where winners are selectedfrom each regional workshop and are flown to LosAngeles in the summer of 2005 for the American Latino2005 Hollywood Showcase at the Ricardo MontalbánTheatre located near the intersection of Hollywood &Vine in Hollywood, CA.

The American Latino 2005 National Star Searchregional winners will then compete in the AmericanLatino 2005 Hollywood Showcase for generous cashprizes and acting scholarships which will enhance theiropportunities for a professional career in theentertainment industry.

Latino actors, including Michael DeLorenzo, JesusNebot, Victor Rivers, Douglas Spain and Aimee Garcia,are scheduled to attend American Latino 2005 CastingWorkshops to share their personal experiences ofgetting into the entertainment industry.

Nosotros and the LA Casting Connection AnnounceAmerican Latino 2005 National Star SearchCasting Workshop Series

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American Latino 2005 is scheduled for thesecities:•Los Angeles, CA•Phoenix, AZ•Houston, TX•Miami, FL•New York City, NY•Chicago, IL•San Francisco, CA

Full information, an online media kit and highresolution images are available for American Latino2005 at our website:www.AmericanLatino2005.com

American Latino 2005 is Another Nosotros CommunityProgram.A portion of the proceeds of American Latino 2005directly benefit the educational programs of Nosotros.Nosotros is a 501 [C3 nonprofit corporation.

www.Nosotros.org

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The Rand Corporation just released a report thatindicates that while increased taxation to funduniversal preschool programs for all California 4

year olds means higher taxes now, the reality is thatnot funding such programs will no doubt lead tohigher costs in the future. The report concluded thatevery dollar spent on universal preschool programswould bring $2.62 in benefits to the alreadybeleaguered financial condition of the state. Thefuture savings come from greatly reduced specialeducation needs, juvenile arrests and the number ofchildren held back a grade.

The report, released March 30. 2005, is the first toprovide detailed analysis of the benefits of universalpreschool and attaches statistical information thatsupports the future savings claims. In addition, Randas well as other groups agree that such programswould create a more qualified, internationallycompetitive workforce and foster economic growth,

all of which are of tremendous importance in the faceof expected worker shortages looming on the horizon.By ignoring these facts, the state of California as wellas the balance of the nation are setting themselvesup for a future fraught with further economic andsocial failures.

Leaders in business and law enforcement havevoiced their opinions on early childhood education andhow failing to maintain and grow these programs isdestined to have long-term consequences. Lewis E.Platt, chairman of the Boeing Corporation, recentlystated that he was frustrated that Boeing has had toresort to seeking qualified employees from outside thestate of California for it’s in-state operations. LosAngeles County Sheriff Lee Baca stated “No one likesnew taxes, but in surveys education is consistently atop priority.” The availability of funding for LACA’sprogram is already in place, no additional taxes areneeded to continue this program. What is necessary is

RAND STUDYTOUTS BENEFITSOF UNIVERSALPRESCHOOLStudy Release Comes ata Time When FundingDenials Threaten ManyPrograms That ProvideEarly ChildhoodEducation to Low IncomeLatin Families

By Dolores PeraltaHead Start Teacher

25HISPANIC TODAY

a concerted effort by those responsible for theprogram to save it.

The Rand report concluded that for each group offour year olds that completes a year’s attendance in apreschool program, researchers foresee 12,800 fewerchildren held back a grade, 62,500 fewer years spentin special education, 7,300 fewer juvenile arrests, 4,700fewer reported cases of child abuse and neglect, and10,000 additional high school graduates. The numberstell the true story. We cannot let these programsdisappear. We must correct the deficiencies andcontinue on a path that leads to a more successfulsociety.

In my particular school, Lokrantz, our Head Startprogram is administered through the Latin AmericanCivic Association (LACA) with oversight being handledby the Los Angeles County Office of Education(LACOE). In total, LACA and HEAD STARTprovide earlyeducation services to over 1,435 children and low-income families at twenty-five preschool sitesthroughout the San Fernando and Santa Clarita valleys.LACA has 265 employees of which 80% are degreedindividuals. These individuals are committed toproviding the best possible educational support toboth the children and families participating in theprogram. What will these families do when theprogram is no longer available? Where else will wefind these closures happening next?

There are many factors that have led to theprecarious position that LACA is in, but perhaps mostresponsible is the bureaucracy attached to theprogram. LACOE denied the refunding application for2005-2006 due to deficiencies found during a recentreview of LACA. As per LACOE’s report, the LACAboard of directors has failed to meet contractual

obligations and federal requirements pertaining to theHEAD START program. The LACA executive directorand administration jeopardized the existence of LACAby failing to assure the following:

• That quality services are provided to all children.• That the program is operated with appropriate fiscal oversight.• Provide appropriate oversight of staff/licensing requirements.• Proper adherence to personnel policies and procedures.• Fulfill the Board’s own obligation and ability to maintain full oversight.

Not funding LACA and programs like it is not thesolution. The closure of these types of programswillresult in a great loss to communities nationwideand certainly does not support the currentadministrations promise of “No Child Left Behind.” Topenalize our citizens by not working to correctdeficiencies but to take the easy way out and simplyshut down the program is not only unjust, it endangersall our futures. LACA staff has maintained a supportiveand positive community relationship at site level.Evidence of such success is apparent when children andfamily members continue to return to the program. Iam sure that myriad other programs across the countryface the same situation as we do and believe it is timethat constituents in every state and district voice theirdispleasure at having such programs fall by thewayside.

I ask that any parent or concerned citizen contacttheir elected officials and communicate the need forsupport of early childhood education programs for allchildren, regardless of income level. Our future lies inthe hands of today’s youth and the sooner we beginto provide quality education at the earliest possiblestage of our children’s development, the better off weare as a nation.

To help keep LACA operating, please contact:U.S. House of Representatives

Howard Berman14546 Hamlin St., Suite 202

Van Nuys, CA 91411(818) 994-1050

To help ensure the future of these types ofprograms in your state of district, write, call or emailyour elected officials and express your concern aboutthe future of early childhood education programsnationwide.

Leaders in business and law enforcementhave voiced their opinions on earlychildhood education and how failing tomaintain and grow these programs isdestined to have long-term consequences.Lewis E. Platt, chairman of the BoeingCorporation, recently stated that he wasfrustrated that Boeing has had to resortto seeking qualif ied employees fromoutside the state of California for it’s in-state operations.

26 HISPANIC TODAY

ACHIEVINGSUCCESS …ACHIEVINGSUCCESS …

DELIVERINGOPPORTUNITY

DELIVERINGOPPORTUNITY

27HISPANIC TODAY

Dr. Padrón, who has been President of MDCsince 1995, received the award March 3,2005, at the Bonaventure Resort & Spa in

Weston at the 14th Annual Chair AcademyConference.

“It is an honor to be recognized by my peers insuch an exemplary manner,” Dr. Padrón said.”Iaccept this recognition with humbleness, knowingthat my accomplishments serve to highlight theexcellence that MDC students, faculty and theadministration strive to achieve each and every day.I‚m thankful to be able to serve the needs of such aunique and hard-working community.”

Under his stewardship, MDC has blossomed,boasting an enrollment of more than 163,000students becoming the largest institution of highereducation in America. During his tenure, the collegehas added four-year degree programs anddeveloped the Honors College for high-achievingstudents among other major milestones.Dr. Padrónserves as chief administrative and academic officer,responsible for the affairs of six campuses andseveral outreach centers.

He came to this country at the age of fourteen,speaking little English and having few prospects.But he transformed his life through his dedicationto learning. He attended public high school inMiami, began his college studies at Miami DadeCollege, and received his Ph.D. in Economics fromthe University of Florida. He returned to teach at

Miami Dade College PresidentEduardo J. Padrón receives the

coveted Paul A. ElsnerInternational Excellence in

Leadership Award in March. Theaward recognizes Dr. Padrón’s

foresight in educational leadership,and for his transformational

leadership qualities.

the newly-opened Wolfson Campus of Miami-Dadeand has spent over thirty years championing highereducation opportunity. The excellence of hiscontributions has been recognized by a series of U.S.Presidents. As the ever-growing list of appointmentsand awards attests, Eduardo Padrón is held in thehighest esteem by colleagues in every walk of life.

Dr. Padrón was the recipient of the 2002 ChiefExecutive of the Year award, from the Associationof Community College Trustees. He is nationallyrespected for his advocacy for underservedpopulations in higher education, and his recentreport, “A Deficit of Understanding,” highlights thefunding crisis that threatens access for low-incomeand minority students. Dr. Padrón has alsochampioned innovative teaching and learningstrategies, streamlined administrative procedures,and focusrd support for student success. He recentlyserved on the Greater Expectations National Panelthat re-examined baccalaureate education,sponsored by the Association of American Collegesand Universities.

Under the umbrella of MDC’s Learning Agenda,Dr. Padrón has engaged faculty and staff in thedevelopment of new academic and student supportprograms. MDC’s Honors College, workforcedevelopment programs, and new four-year degreesin Education highlight the many advances duringhis tenure.

The College ranks first nationally in associate’sdegrees awarded to minorities, and holds thenumber one ranking for overall degrees awarded.MDC has developed higher education’s largest andmost ambitious bilingual program along withinnovative short-term entry-level workforce trainingto assist newly-arrived immigrants and refugees.

Among his many national involvements, Dr.Padrón has served on the White House Initiative onEducational Excellence For Hispanic Americans; theboards of directors of The College Board, AmericanAssociation of Colleges and Universities, AmericanCouncil on target industries, Dr. Padrón hasspearheaded development of over 60 new degreeand short-term programs in response to economicand workforce needs. His efforts have placed MDCat the center of the community’s campaign toovercome poverty and re-build Miami’s middle class.Dr. Padrón is unfaltering in his commitment to

28 HISPANIC TODAY

education as the key to realizing both individual andcommunity potential.

Dr. Padrón has been much heralded recently —presented with awards in recognition of his work onbehalf of underprivileged and minority students, andoverall educational excellence. Though Dr. Padrón isreceiving the awards, he attributes the honors to hiscolleagues at MDC, where thousands of College facultyand staff members work to deliver on the vision ofthe Cuban-born dynamo who, in 1995, took the helmof the institution.

“I’m honored to receive recognition that honorsthe work and achievements of my colleagues,” Padrónsaid. “The College’s team of dedicated and innovativeeducators continuously helps our community and ourstudents explore new learning and careeropportunities. I accept these awards on their behalf.Without them, there would be no Miami DadeCollege.”

Padrón has received the following awards onbehalf of MDC and in recognition of his own work toadvance the cause of higher learning:

Don Quijote Award from the Hispanic Heritage Festival

This award is presented annually to outstandingfigures who endeavor to forge closer ties between theUnited States and Spanish-speaking nations. TheFestival traditionally awards the “Don Quijote” to anindividual who personifies Hispanic culture andtradition in a positive manner. Under Padrón’s tenureas president, MDC came to enroll the most Hispanicin the nation, developed the country’s most ambitiousbilingual education program, and created innovativeretraining programs for refugees.

President’s Award of Excellence and Special RecognitionAward from the Hispanic Association of Colleges andUniversities (HACU)

The award, presented at the organization’s 18thAnnual Conference, recognizes an individual’sextraordinary efforts and success in advancing themissions and goals of the 380 colleges and universitieswhich makeup HACU, an association created to fosterthe pursuit of higher education among Hispanicstudents. A founding member and past chairman ofthe HACU governing board, Padrón was honored inrecognition of his efforts in fostering the pursuit ofhigher education among Hispanic students. MDC ranks

first in the United States in awarding associate’sdegrees to Hispanics.

Hope Award from the Human Services Coalition of DadeCounty (HSC)

The award was presented in recognition of hiscommitment to the community at its 9th AnnualMembership Meeting and Awards Reception.Padrón is an early backer of the CommunityProsperity Initiative (CPI), a community-widecampaign sponsored by HSC that has helpedgenerate $62 million in added revenue to theSouth Florida economy.

Community Recognition Award from the South FloridaInternational Press Club

The award, in the education category, honorsDr. Padrón’s dedication in the promoting of highereducation in South Florida. Each year, the PressClub honors distinguished individuals whoseworks and lives have made a significant andpositive impact on South Florida.

Outstanding Latino CEO Leadership Award from theNational Community College Hispanic Council [NCCHC]

Presented at the organization’s NationalLeadership Symposium President’s Awards Dinnerin Tucson, Arizona, the award is given annuallyto the community college chief executive officerwho exemplifies special leadership, support, andability in the area of college administration anddevelopment. NCCHC officials cited hiscommitment to “being a model and voice” forLatino students among the reasons he was chosento receive the award.

Gold Medal Award from Miami Today

South Florida weekly Miami Today presentsthe Gold Medal Awards annually, in recognitionof companies, institutions, and individuals thatare at the forefronts of their fields in SouthFlorida. It recognizes Padrón’s leadership role inre-aligning MDC’s professional programs insupport of Miami-Dade County’s target industriesand South Florida’s business sector. Padrón hasspearheaded development of over 60 new degreeand short-term programs in response to localeconomic and workforce needs.

29HISPANIC TODAY

Achievement Award National Award in Education fromHispanic Magazine

Hispanic Magazine presented this award to Dr.Padrón In recognition for his work in fosteringhigher education opportunities for Hispanicstudents. Under Padrón’s tenure as president, MDCenrolled the most Hispanic students and the secondmost Black Non-Hispanic students in the US. TheCollege has developed the United States’ mostambitious bilingual education program and hascreated innovative retraining programs forrefugees. MDC ranks first in associate’s degreesawarded to minorities, and holds the number oneranking for overall degrees awarded.

President’s Award for Professional Excellence from the2004 Florida Association of Community Colleges (FACC)

This particular award is presented on behalf ofthe Association’s 8,000 members, in recognition ofexcellence in administration. Under Padrón’sleadership, MDC became the largest institution ofhigher education in the nation. As chiefadministrative and academic officer, Padrónoversees six campuses and several outreach centers,enrolling more than 160,000 students

Padrón has garnered national respected for hisadvocacy for underserved populations in highereducation, and for his promotion of innovative

“I’m honored to receive recognition that honors the work and achievements of mycolleagues,” Padrón said. “The College’s team of dedicated and innovative educatorscontinuously helps our community and our students explore new learning and careeropportunities. I accept these awards on their behalf. Without them, there would be noMiami Dade College.”

30 HISPANIC TODAY

teaching and learning strategies, streamlinedadministrative procedures, and focus on support forstudent success. He recently authored a report titled“A Deficit of Understanding: Confronting theFunding Crisis in Higher Education and the Threatto Low-Income and Minority Access,” which shedslight on how inadequate funding and reductions infinancial aid disproportionately impact poor andminority students striving to pursue highereducation.

The college’s reputation was bolstered followingthe implementation of innovative programs such asThe Honors College, the addition of a four-yeardegree in education, workforce developmentprograms, and the development of the EmergingTechnology Center of the Americas, the most

comprehensive technology center in the region anda high-tech magnet for South Florida engineers,computer network experts and others in thetechnical field. MDC’s Learning Agenda initiativejumpstarted advances in academic programs,student support, and leadership programs.

Dr. Padrón received presidential appointmentsfrom three U.S. Presidents. Most recently, he hasserved on the President’s Advisory Commission/White House Initiative on Educational Excellence forHispanic Americans. He has served on the boardsof the American Council on Education, the CollegeBoard, the Carnegie Foundation, the U.S.Congressional Hispanic Caucus Institute, and theLeague for Innovation in the Community College.

Dr. Padrón is always available the students of Miami Dade College. Here he is pictured with students interested inpursuing higher education while reviewing materials from Notre Dame University. It is this type of commitment thatmakes him a success.

31HISPANIC TODAY

BANK OF AMERICABECOMES FIRST BANK TOELIMINATE MONEYTRANSFER FEES TO MEXICOChicago launch sets new standard;national rollout in second half of year

Consumers will be able to send money to Mexicofor less than ever because Bank of Americaannounced today it is eliminating remittance feesin Chicago through its SafeSend service as part of anational rollout to be completed by year-end. It isthe first major financial institution in the UnitedStates to take such significant steps in theremittance market.

“Our goal in eliminating fees is to help millionsof customers send money for free quickly and easilyto friends and family in Mexico,” said Liam McGee,president of Consumer and Small Business Bankingat Bank of America. “Our customers have identifiedthis need, and we are responding.”

Announcement details included:For customers in Chicago who use SafeSend ˆ

effective immediately with a Bank of Americachecking account, elimination of 3% foreignexchange fee and $10 transfer fee; national rolloutof free remittance to occur in second half of 2005For customers nationwide who use SafeSend ˆeffective immediately with a Bank of Americachecking account, elimination of 3% foreignexchange fee and reduced transfer rate from $10to $8 for remittances up to $1,500

The announcement is significant because of theamount of money sent to Mexico every year. TheUnited Nations Department of Economic and SocialAffairs said U.S. consumers sent $13.9 billion toMexico in 2003 through remittances.

“We congratulate Bank of America on this boldstep and for its commitment in eliminating fees ofits remittance service, which offers savings to ourcountrymen and women sending money to theirloved ones,” said Carlos Manuel Sada Solana, theMexican Consul General, Midwest. “Bank of Americacontinues to listen to its customers.”

“Remittances to Mexico and the fees chargedhave been an issue we‚ve been discussing for sometime,” said Janet Murguia, executive director andchief operating officer of the National Council ofLa Raza. “The elimination of fees is a great benefitto those hardworking immigrants who save theirmoney to provide for families back home.”

Bank of America has relationships with 44percent of Hispanic households in its coast-to-coastterritory, with $19.3 billion in deposits. In 2004, thebank opened more than 1 million checking accountsfor Hispanic customers. Bank of America is buildinghalf of its new stores in areas to serve Hispanicneighborhoods. The bank also is actively recruitingbilingual associates - of all new hires in stores, nearlyhalf are bilingual and 68% of those speak Spanish.Bank of America also provides Spanish informationand services online at www.bankofamerica.com/espanol and through voice-guided telephonesupport at 1.800.688.6086.

Customers can send money by visiting a bankingcenter, calling 1.866.723.3736 (1.866.SAFESEND) orgoing online at www.bankofamerica.com/safesend.

About Bank of AmericaBank of America is one of the world’s largestfinancial institutions, serving individual consumers,small and middle market businesses and largecorporations with a full range of banking, investing,asset management and other financial and risk-management products and services. The companyprovides unmatched convenience in the UnitedStates, serving 33 million consumer relationshipswith more than 5,800 retail banking offices, morethan 16,500 ATMs and award-winning onlinebanking with more than eleven million active users.Bank of America is the No. 1 overall Small BusinessAdministration (SBA) lender in the United States andthe No. 1 SBA lender to minority-owned smallbusinesses. The company serves clients in 150countries and has relationships with 98 percent ofthe U.S. Fortune 500 companies and 85 percent ofthe Global Fortune 500. Bank of AmericaCorporation stock (ticker: BAC) is listed on the NewYork Stock Excahnge.

For more information, visitwww.bankofamerica.com.

32 HISPANIC TODAY

More than three-quarters of programs respondingto a recent Graduate Management Admission Councilsurvey reported their applications declined last year.More remarkably, 41 percent reported theirapplications were down more than 20 percent.

The GMAC, a business schools organization, thinkstotal applications to business schools were flat or downonly slightly. But that figure can be misleading becausestudents can apply to many schools.

A better indication of student interest may be theGMAT, the standardized test for business schooladmission. As of June 30, 7 percent fewer GMAT testshad been taken compared to last year, and the figureis down more than 25 percent compared to the recordyear of 2002.

The good news for business schools is that interestin their often more-profitable executive MBA degrees— shorter programs for older students who continueworking — is strong. More than half of those programsreported an increase in applications.

Still, two-year MBA programs remain the primaryfocus of many business schools. Wharton and Harvardmay never have to worry about filling classrooms, butother schools that saw MBA programs as a cash cowand rushed to grow them might.

During the 1990s, business schools were hot asmany sought training to ride the Internet wave. Theyalso flourished during the bust, as many people viewedbusiness school as an agreeable way to sit out theeconomic downturn then return to the job market witha better credential.

Now, the GMAC ascribes much of the decline ininterest to the improving economy. Daphne Atkinson,GMAC’s vice president of industry relations, saidinterest is returning to historical norms, and peopleare more likely to be choosing an MBA because it willhelp, not because they can’t find a job.

“There was some flow into the pipeline driven bysome serious externalities: people looking for optionsin the wake of a meltdown in the economy,” she said.

But the numbers also reflect other challenges.GMAT numbers are down more among foreignstudents than U.S. test-takers, with interest from Chinaand India fading in particular.

That may reflect worries about visa restrictions thathave affected almost all of American higher education,not just MBA programs. But more troublingly, it mayshow international students are finding preferablealternatives overseas, threatening America’s positionas the leader in management education.

DEMAND FOR MBA IS DOWN,FIGURES SHOWBy JUSTIN POPE , AP Education WriterAssociated Press Newswires

Is business school losing its buzz?After a golden era for the MBA degree, new figures show demand for thetraditional, two-year master’s of business administration program isslumping.

33HISPANIC TODAY

“There’s no question that over the last decadeplaces like INSEAD (with campuses in France andSingapore), London Business School, ESADE in Spainhave become much more part of the places you wouldconsider going to get an MBA,” said Jeffrey Pfeffer, aprofessor at Stanford’s Graduate School of Business.Atkinson said the real change is that Chinese andIndian students are finding better job options, andnow even quality MBA programs, in their homecountries.

But Pfeffer also says the numbers likely reflectgrowing skepticism about the value of an MBA — anargument he has made in a number of academicpapers. It’s also the topic of a new book by McGillUniversity professor Henry Mintzberg which hasreceived widespread attention in the field.

“I think people are becoming more skepticalabout this,” said Pfeffer. “It’s been in the wind for along time, the fact that unless you get an MBA froma really top-notch school, the value is not clear.”

He also noted MBAs are becoming moreexpensive. Finishing a two-year degree can coststudents $100,000 or more.

Atkinson maintains the degree is still valuable.The latest survey reports no decline in applicantquality, and in the group’s most recent MBA graduatesurvey, 60 percent described the value of their degreeas “outstanding” or “excellent” and another 28percent called it “good.”

GMAC ascribes much of the decline in interest to the improving economy. Daphne Atkinson,GMAC’s vice president of industry relations, said interest is returning to historical norms,and people are more likely to be choosing an MBA because it will help, not because theycan’t find a job.

34 HISPANIC TODAY

35HISPANIC TODAYEXECUTIVE NEWS

C lear Channel Communications, Inc. hasannounced that M. Helen Cavazos has beennamed Diversity Manager. Cavazos will drive

implementation of a comprehensive diversitystrategy across the corporation, and develop aninternal network to communicate diversityinitiatives throughout the organization. Cavazoswill be based in San Antonio and will report toKimberly Wray, Director of H.R. Services for ClearChannel.

Cavazos joins Clear Channel with over 20 yearsof experience in all facets of human resourcesmanagement and diversity consulting. Herimpressive track record includes 13 years withMcDonald’s corporation, which is often cited as apioneer in diversity and human resources programs.“As our diversity efforts have become increasinglysophisticated, Helen has the ideal skill set requiredto assist each of Clear Channel’s divisions with theirdiversity goals,” said Wray. “Clear ChannelCommunications continues to bring talented andqualified professionals to the organization, andHelen will provide valuable support to thecompany’s organizational development.”

“I look forward to working with each of ClearChannel’s divisions to help move forward theirdiversity strategies,” said Cavazos of herappointment. “I am thrilled to be a part of such adynamic group of professionals working in aculturally diverse environment.”

In addition to McDonald’s, Cavazos has provideddiversity, employee development and humanresources management services to large companiesincluding Stanford Financial Group, Shell OilCompany and AeroMexico Airlines. Cavazos is along-time community advocate and has beeninvolved at both the national and local level withorganizations that support and embrace diversityinitiatives. She looks forward to continuedinvolvement with the many organizationssupported by Clear Channel.

About Clear Channel Communications

Clear Channel Communications, Inc. (NYSE:CCU) is a globalmedia and entertainment company specializing in “gone fromhome” entertainment and information services for localcommunities and premiere opportunities for advertisers. Basedin San Antonio, Texas, the company’s businesses include radio,outdoor displays, live entertainment events and venues, andtelevision stations. See us on the web at www.clearchannel.com.

CLEAR CHANNELCOMMUNICATIONSNAMES M. HELENCAVAZOS MANAGEROF ITS DIVERSITYINITIATIVE

M. Helen Cavazos - Diversity ManagerClear Channel Communications

36 HISPANIC TODAY

SEVEN REASONS TOSAY “NO” TO NEWBUSINESSBy Debbie Bermont

If your company is dependent on larger sales fromfewer customers, then you could put yourself atfinancial risk by taking on the wrong customer. Oneof the most common mistakes business owners makeis to accept money from anyone who is willing to payfor their product or service - even if the customer isnot the ideal fit for their business. Whether you’re astartup or a large corporation, taking on a newcustomer who doesn’t match your ideal customerprofile can be a big mistake. Here are seven situationsthat indicate you should say no to new business. Ifyou don’t heed this advice on when you should turndown new business you will be in serious danger ofhaving a database of customers that can take yourbusiness into bankruptcy.

#1: YOUR GUT INSTINCT SAYS NO.This reason is at the top of the list. Your gut

instinct or intuition is the most powerful weapon youown that is always correct...even if it isn’t always alogical thought. You should never ignore a naggingfeeling something isn’t right. When you hear that littlevoice inside telling you to turn away the new businessyou should follow it or you could regret your decisionlater. Here’s a common scenario that raises the gutinstinct red flag. You’re sitting in a new businessmeeting and everything on the surface seems to begoing well but you can’t ignore a sinking feeling inthe pit of your stomach. You can’t put your finger onit but you know something just isn’t right and you feelyou’re not seeing the whole truth. Then your headgets in the way. Your rational voice talks you out ofthose feelings and instead you dismiss your instinctsas ridiculous so you take on the new customer.Ultimately that customer doesn’t pay their bills ormakes unreasonable demands which take away anyprofits you could make on the deal. You then realizeyou should have listened to your original gut instinct.

Sometimes there doesn’t have to even be a logicalexplanation why you don’t trust the situation. Justremember that if you get that inner message don’t letfinancial greed talk you out of your first impression.Whether you’re a business owner, a sales professional,

or a corporate executive, your gut instinct is the bestresource you have. Listen to it at all times.

2: The customer does not appreciate the value of whatyou offer.

While some people make decisions based uponprice, the most profitable business for your companywill be from customers who appreciate the value ofwhat you offer. Value could include your expertise,credibility, service, knowledge, reliability, andguarantee. Anybody who selects your company basedon price alone views you as a commodity, not a valuedservice. A disloyal customer who is more concernedwith price rather than value will switch very readily toany competitor who will undercut your price. Yourchances are greatly diminished for repeat businessfrom a customer who doesn’t appreciate the value ofyour products or services.

#3: The customer expects you to invest time andresources into pursuing their business without anyfinancial commitment on their end.

Anyone who is just shopping around and is lookingfor free advice is not going to be a good customer.You should determine how much time and energy youare willing to spend for free before you ask theprospect to make a commitment. Giving awayproducts or services for free before the prospect makesany financial commitment diminishes the value of yourcompany. It also raises the level of what they expectyou to deliver beyond what you would normally offer

Debbie Bermont,President of Source Communications

37HISPANIC TODAY

for a specific price because theyhave already received somethingfrom you for free.

#4: The customer does not treatyou in a courteous or professionalmanner.

Profitable business is based onstrong relationships between youand your customer. This doesn’tmean your customer has to be yourbest friend, but in essence yourbest customers will be those whorespect and value yourprofessionalism. Anybody whoconstantly questions yourrecommendations, nit-picks at yourpricing, or questions yourcredibility or judgment, is notinterested in developing a longterm relationship with yourbusiness. There is no opportunityfor trust here. Your business isbeing viewed as a commodity andthe customer is clearly showingthey do not value your business orwant to establish a long-termrelationship.

#5: The customer asks forproducts or services you don’tprovide.

There are times when someonewill approach your business forproducts and services you alreadyprovide and will also requestadditional products or services youdon’t already provide. They valueyour relationship and ask you if youwould be willing to venture outinto new opportunities. If this newopportunity is a stretch on yourcapital resources or your existingoperational structure, or it is notcongruent with the mission of yourcompany, it is best to decline thisbusiness. Before you instantlyaccept a new challenge andopportunity make sure it will notstretch your resources and developinto more headaches thansuccesses for your company.

#6: The customer’s requests aretoo large for your operation.

If a company approaches you toprovide something that stretches

beyond your current capabilities to produce, consider the cost to expandyour operations versus the profit potential. Take into account any newcapital expenditures, additional employees, training expenses, materialcosts, and the opportunity costs of other business lost while you aremeeting the needs of this new customer. Controlled growth for yourcompany is more manageable and typically more profitable than a largeincrease in business within a short time frame if you are not currently setup to manage that quick growth.

#7: The customer does not share the same values as you.The right customer for you is someone who shares your values. It will

be very apparent by the manner in which the customer treats you if youshare common values. Don’t lose sight of your company’s mission andvalues even if it means turning down potential business. When youcompromise your values to pick up new business it will not result inprofitable business for your company in the long run.

(c) Source Communications 2004

ABOUT THE AUTHORDebbie Bermont is president of Source Communications, a marketing consulting firm.Debbie is a leading expert on helping businesses reduce their marketing costs andaccelerating their sales growth.

For more information go to www.outrageousbusinessgrowth.com or call(619) 291-6951.

38 HISPANIC TODAY

Look at any company’s mission statement and morethan likely you’ll to find the word “diversity.” Asthe United States becomes a more diverse country,

many companies have realized that hiring people ofdifferent backgrounds is a key component to theirgrowth. It’s no surprise that many businesses embracetheir company’s diversity to help propel both their U.S.and global presence, as well as reach untappedmarkets.

Armed with this information, properly marketingyour diversity could be advantageous when jobhunting.

How to Find the Right Company for You - Extensive researchgives you the opportunity to see if the company youare looking into has a diverse environment. There area number of ways you can find this information:

• Reading Magazines, Business Journals, Trade Magazines andNewspapers - Often corporations that place importanceon a diverse workforce will place ads in ethnic anddiverse publications to promote their company. It isalso a great way to discover the direction that the CEOwants to take his or her company in the future.

• Watching Television Ads - Start paying attention to localcommercials, and see which companies have diverseactors pictured in the advertisement. This will give youan idea as to what type of candidates they are lookingfor.

• Researching Web Sites - Search for a section on thecompany Web site that is devoted to diversity. Are anyminorities pictured? For example, the Coca-Cola(r)Web site, has a page dedicated to diversity thatincludes: their commitment to making the company adiverse-friendly environment, a diversity missionstatement and pictures of employees of differentethnic backgrounds. But don’t stop there. While on

By Luis FerrerPresident of Florida Employer Solutions

Web sites, look for press releases or diversity awardsgiven to the organization. There are also numerouslists of top-ranked companies for minorities (i.e.,Fortune Magazine - List of Best Companies forMinorities - yearly list; Latina Style - 50 Best Companiesfor Latinas to Work for in the U.S.; and HispanicBusiness - Hispanic Business 500 Directory of HispanicBusiness Market Research).

• Speaking to Minorities Who Work There - Usually, currentemployees are happy to speak with you about thecompany. Make sure to ask questions such as: does thecompany recognize multicultural religious eventsthroughout the year? Are there any minority support/networking groups?

Are mentoring opportunities available forminorities?

Diversity Wanted- When applying for a job, make sureto promote your minority background in an effectivemanner. Chandra Prasad of The Wall Street Journal’s“Executive Career Site” suggests not to bombard yourfuture employer and co-workers by focusing on oneaspect of your identity because this encourageslabeling. Instead, Prasad says that balance, throughthe following suggestions, is the key.

• Hola! - Regardless of the organization, being bilingualor having general knowledge of a different languagecan give you the winning edge over other candidates.Businesses want to hire people who can communicatewith their clients in other countries. If a corporationhas not gone global, hiring diverse employees couldbe the best way for them to begin the expansionprocess.

• Cultural Awareness - If you can’t speak anotherlanguage, don’t be discouraged. There are other waysto show how your diversity would benefit theemployer. Think of your knowledge of a different

DIVERSIT YUSE IT TO YOUR ADVANTAGE

39HISPANIC TODAY

culture as an excellent way for the employer to reacha different market. You know first- hand the propertraditions and beliefs involved in a particular culture,as well as the best way to reach that target audience.For example, in graphics and backgrounds, the colorblack is a popular choice in the U.S. In Asia, Europeand Latin America, however, the color has sinisterconnotations.

Before You Head Out the Door - A few years ago, VerizonCommunications began a career advancementprogram for minorities in their company. Since 2001,diverse employees in management positions haveincreased by 28 percent. Because of this increase,Verizon spent $1.8 billion with diverse suppliers andhas become the largest print andonline phone directorypublisher in the world.

With U.S. businesses likeVerizon continuing to adddiversity to their company asa key marketing necessity, itis an ideal time to begin yourjob search. Not only will yoube seen as an asset to thecompany, but moreimportant, you will havea much better chance offinding the right workenvironment that is diversity-friendly. There has neverbeen a better time to takeadvantage of such an idealsituation.

Luis Ferrer is President andCEO of Florida EmployerSolutions, Inc. You cancontact him at407-678-3900 orlferrer@flemployersolutions.com.For more informationabout Florida EmployerSolutions, visit

It’s no surprise that many businesses embracetheir company’s diversity to help propelboth their U.S. and global presence, aswell as reach untapped markets.

40 HISPANIC TODAY

For students who are the first in their families togo to college, enrolling in an engineering program

may seem a daunting process and being an engineeran unreachable goal. And to these students,attending Texas A&M’s Dwight Look College ofEngineering, one of the top engineering schools inthe nation, may seem like an impossible dream.

So, how do you convince young men and womenthat a quality engineering education is bothattainable and rewarding? Texas A&M knows thatthe key is not just getting these students here, butin keeping them here, too.

“Diversity of viewpoints, backgrounds,experiences, gender and ethnic differences enrich thelearning environment,” said Dr. G. Kemble Bennett,vice chancellor and dean of engineering. “We arestriving to create and maintain a climate that affirms

diversity of people as well as diversity of views.Diversity is an indispensable component of academicexcellence.”

Most every university in the country is looking forways to increase diversity so that its student body ismore representative of the nation’s population. AtTexas A&M, the Look College already is recognizednationally for degrees granted to minority and womenstudents, but the college is continually learning moreabout how to help a diverse student populationsucceed in what has been typically an unwelcomingcareer field for those not already tuned in to itsbenefits.

For the Look College, the process starts at thejunior high and high school level , where theEngineering Academic Programs Office introducesminority, women and honor students to engineering

TEXAS A&M ENGINEERINGCONTINUES TO IMPROVE DIVERSITY

41HISPANIC TODAY

using targeted programs designed to tear down theperceived barriers to an engineering education andthen help students from all backgrounds to excel.

The High School Outreach Program (HOP) enlistsAggie engineering student volunteers, who talkabout engineering to high school students. Thevolunteers discuss topics from stereotypes ofengineers to engineering disciplines, as well as courserequirements for earning an engineering degree atTexas A&M.

The High School Conference for Unit ingEngineering Students (HS CUES), which began in 2001,is a one-day event each fall for high school juniorsand seniors and their parents. Participants visit TexasA&M and meet with engineering faculty, participatein hands-on activities and find out the nuts and boltsof admission and financial aid.

VIP (Very Important Prospects) invites admittedminority students to campus for one day to talk toengineering faculty, staff and students; admissionsand financial aid representatives; and differentengineering departments to get a feel for Texas A&MEngineering.

Dr. Jo Howze, associate dean for academicprograms and a Ford Professor in the Department ofElectrical Engineering, said, “These students are highability who might not otherwise be able to attend auniversity. We want to help them come to Texas A&MEngineering, but more importantly, we want to keepthem here.”

To that end, first-year engineering students mayjoin a Learning Community where they’re clusteredin common sets of courses, taking the same sectionsof calculus, physics, chemistry and engineering. TexasA&M Engineering f irst started the learningcommunities in 1993.

Dr. César Malavé, assistant dean for recruitmentand international programs, said, “The literatureshows that all students learn better and are retainedat higher rates if they are part of an academiccommunity. Our learning communities include peerinstructors, industry projects and curriculumintegration.”

CONNECTS is another program targeted atincreasing retention rates and improving overallgrade point averages. The program helps studentstransition to college and provides financial supportfor low-income, high-ability students throughscholarships. Like the Learning Communities, studentstake common courses — but in addition, CONNECTSstudents live in the same residence hall.

In the first year of CONNECTS, first-semesterretention rates were 87.2 percent and the averageGPA was 2.8. Collegewide, these figures were 75percent and GPA, 2.54.

The A&M outreach programs have been provenwith time. The 2003 edition of the American Societyof Engineering Education’s Profiles of Engineeringand Engineering Technology Colleges already ranksTexas A&M 5th in both engineering bachelor’sdegrees awarded to women and in engineeringbachelor’s degrees awarded to Hispanics.

Hispanic Outlook in Higher Education in its May2004 issue ranked Texas A&M 5th in engineeringbachelor’s degrees awarded to Hispanic women.

This fal l , Texas A&M Engineering saw anenrollment increase of 29 percent among African-Americans and 20 percent among Hispanics.

Additionally, the ASEE profiles report lists TexasA&M Engineering 3rd in the country for the numberof Hispanic tenured or tenure-track teaching facultymembers.

With past success as a guide, Texas A&MEngineering is focusing on the future of an academicenvironment rich with diverse opinions — and faces.

“Diversity of viewpoints,backgrounds, experiences, genderand ethnic differences enrich the

learning environment,”said Dr. G. Kemble Bennett, vice

chancellor and dean of engineering.“We are striving to create and

maintain a climate that affirmsdiversity of people as well as

diversity of views. Diversity is anindispensable component of

academic excellence.”

42 HISPANIC TODAY

The job market is undergoing a profound and long-lasting transformation. The days when someone couldwork for one company during his or her entire careerand retire with a pension are long gone. Becausecorporate loyalty no longer exists, we have essentiallybecome a nation of freelancers. Computers are makingus more efficient, but fewer of us are needed to do thework, and outsourcing is reducing the number of jobsavailable. We are being laid off and downsized, but notnecessarily re-hired as the economy improves. Eventhose of us who are employed are frightened.

This instability means that to stand out from thecompetition, we need to be constantly marketingourselves in increasingly creative ways. The techniqueswe’ve always relied are no longer sufficient. Like anactor, looking for work is becoming a constant series of

auditions. This article provides a roadmap for how tofind work in a world where the rules have changed. Byusing the same strategies that have been usedsuccessfully for decades by the best-selling brands(Coca-Cola, Microsoft, Kodak, etc.), you will begin tolearn how to brand, market and promote “you.” Andthese techniques will work whether you are looking fora job, seeking freelance work, or creating new revenue-generating opportunities for yourself.

1. Discover What You’re Good AtWhat do you love doing? What gets you into the

“zone,” so immersed in your work that you look up andit’s three hours later and you wonder where the timehas gone? What do you enjoy so much that you’d do itfor free, and so well that people will pay you a lot ofmoney for it?

2. Identify Your Marketable SkillsWhat skills have you developed in your education

and career that you can monetize? What - and how

in the JOB MARKETWINNINGEight Steps to Creating

Your Personal Brandby Chaz Austin

43HISPANIC TODAY

many - transferable skills do you have? For example, ifyou led outings for your church group, that says thatyou are a leader, good at handling details, and canmanage diverse personalities in a variety ofcircumstances - all qualities that make for a goodmanager.

3. Match Your Skills to the MarketplaceOnce you know what you enjoy and have identified

your marketable skills, it’s time to see if - and how - youcan combine the two. The question “What do you wantto do when you grow up?” should be, “What do youenjoy doing that people will pay for?” Learn todistinguish what you enjoy and are good at, from whatyou enjoy, are good at - and can sell.

4. Define Your USP (Unique Selling Proposition)Many people can do what you do, but no one has

your unique combination of skills. How do you definethem in a Sound Bite (also known as an Elevator Pitch),so that in ten or fifteen seconds, people will knowexactly what it is you offer? In a world where businesspeople are constantly bombarded with informationfrom phones, the web, email, faxes, etc., ten or fifteenseconds (about the average elevator ride) is all the time

you have to get them interested in you. Define andrefine your pitch so the people you meet will want toknow you better.

5. Develop Your Branding Message and “Story”People tend to hire people they know and with

whom they are comfortable. The more engaging youcan make the stories you tell about your history, themore people will enjoy talking to you, the more timethey will spend with you, and the greater the chancesof deepening your relationship. Learn to tell interestingstories about yourself and how you got to where youare. This is not the time to be modest and shy.

6. Make Your Resume Your Personal BrandingStatement

Your resume is not a histor y of your workexperiences or a confessional where you account foreverything you’ve ever done. It’s where you list yourspecific accomplishments, including marquee nameswith whom you’ve been associated, and quantifiableresults (numbers). Your next employer is interested inyour demonstrated history of success and how that willapply to making money for him or her. Everything elseyou’ve done is irrelevant. Like makeup on a woman, your

44 HISPANIC TODAY

resume needs to accentuate your best features whilehiding your flaws. Your resume is the script for tellingyour professional life story.

7. Network Effectively80% of all jobs are filled before they’re even

advertised. In the new world of work, networking iswhere it all happens. Discover how to gain access to thepeople who are in a position to either hire or refer you.

Whenever you look for work, you’re answering threequestions: who’s my market (audience)?, how do I findthem?, and what do I say to them so they buy what I’mselling? (my skills and services). Finding a job is the sameprocess as getting a date. You need to develop a senseof relatedness, mutual interest, trust, and opportunitybefore you get the job offer (or the date).

8. Interview So They Remember YouIf you’ve networked well, you already know the

people in the company in which you want to work. Theyknow you and want you to join their team. When it’s timefor the formal interviews, expect to be asked questionslike, “Describe your greatest weakness in the workplace.”Prepare answers that will show you in the best possiblelight (in this case it might be something like, “I tend towork too hard, but I’ve learned through experience thatto maximize my efficiency, I need to stop working after12 or 14 hours, get some rest and come back refreshedthe next day.”).

Discover what you love that’s marketable, and thenmatch those skills to what the market is buying. Onceyou’ve done that, define your USP, branding messageand story. Then create a resume that’s your brandingstatement, so you can network effectively andparticipate in memorable interviews. These eight stepsare the tools you need to build a great career.

Writer BiographyA recognized specialist in Career Branding and Marketing, ChazAustin consults to a wide range of business professionals, andteaches Career Planning, Marketing, and networking skills atcolleges in southern California, including UCLA, LoyolaMarymount University, and the Fashion Institute of Design andMerchandising. He has spoken about branding and promotion tothe American Society for Training and Development,International Society For Performance Improvement, SwedishTrade Council’s Global Executive MBA Program, Network ofIndian American Professionals, and the Korean Institute forPublic Administration, among others. He holds an M.A. inBroadcast Communication Arts from San Francisco StateUniversity.

45HISPANIC TODAY

OCTOBER 6-8, 2005PHOENIX CIVIC PLAZA - PHOENIX, ARIZONA

The Leading National Conference on Diversity andImproving Minority Participation in PostsecondaryEducation

KEYNOTE SPEAKERS• M. Lee Pelton, President, Willamette University andVice Chair, American Council on Education’s Board ofDirectors• Sara Martinez Tucker, President and CEO, HispanicScholarship Fund• Carolyn Warner, Founder and President, Corporate/Education, Consulting, Inc. and Former Arizona StateSuperintendent of Public Instruction

WHO SHOULD ATTEND?Institutional chief executive officers, governing boardmembers, facultyand academic administrators, deans,student affairs officers, multicultural affairs officers,affirmative action and EEO administrators, directors anddeans of admissions, support services directors,academic researchers, education associationrepresentatives, businesses with a commitment todiversity and education, foundations, publishers andbook distributors, executive search firms, and diversityconsultants.

GENERAL SESSIONS AND WORKSHOPSThe theme “Realizing America’s Promise: EmbracingDemocracy, Diversity, and Change,” conveys thetimeliness of the conference, given America’s changingdemographics. The theme is supported by sessions thatfall under six broad headings: Academic Access andSuccess, Leadership Development, Science, Technology,Engineering, and Mathematics Human CapitalResources, K-16 Relationships, Business/CorporateConnections, and Education Policies

For more information visit http://www.acenet.ed

EDUCATING ALL OF ONE NATIONREALIZING AMERICA’S PROMISE: EMBRACINGDIVERSITY, DISCOVERY, AND CHANGE

COMING EVENTS

HAVE AN EVENT THAT YOU WOULD LIKETO INFORM OUR READERS ABOUT?

Send us the information and we will review itfor possible inclusion in our next edition. Notall submissions will be included, inclusion isat the discretion of the publisher.

Send your in formation electronically to:editor@hispanic-today.com.

The National Hispanic Corporate Council will celebrateits 20th anniversary with a gala to be held Oct. 7, 2005at Chicago’s historic Union Station.

“Next year marks two decades of ser vice tocorporate America,” said Carlos Soto, NHCC President &CEO. “The longevity and success of this organization isa testament to the value it holds among FORTUNE 1000companies. The road to marketing to Hispanics waspaved by our founders. Their contributions and thoseof our other FORTUNE 1000 member companies andtheir dedicated representatives have made NHCC whatit is today. It is the only national, non-profit organizationthat brings corporations together to actively learn fromeach other and experts in all fields related to Hispanicmarketing.”

The National Hispanic Corporate Council is a not-for-profit organization dedicated to serving its membercompanies as a principal resource for information,expertise and counsel about Hispanic issues affecting,corporate objectives, and to advocate for increasedemployment, leadership and business opportunities forHispanics in corporate America.

For more information, visit www.nhcc-hq.org.

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47HISPANIC TODAY

EMBER MEDIA AND THEPRINCETON REVIEWLAUNCH SECOND EDITIONOF THE CAREER RESOURCECENTER ON THEKEY2

Second Version of Free CD-ROMOffers Hispanic Teens & FamiliesPowerful Career Tools

Ember Media, a CD-ROM publishing company,announced has launched the second version ofTheKey2: An Interactive Guide to the Top Colleges andUniversities for Hispanics. This free bi-lingual CD-ROMwalks Hispanic students through the collegeadmissions process and now features a powerful careerresource center from The Princeton Review. The careerresource center on TheKey2 allows students to explorediverse career choices as well as the skills and collegemajors needed to enter into various professions. Thisfree CD-ROM is available at www.thekey2.com and willbe distributed to over 5400 public schools and librariesnationwide and through various partnerships. EmberMedia created this innovative CD-ROM to makeinformation about the college application processmore accessible to Hispanic students, parents andeducators.

TheKey2 connectsHispanic students to avirtual guidance counselorthat steers them and theirparents through thecollege admissions andfinancial aid process. TheCD-ROM also offersbilingual content so userscan choose betweenSpanish and English toview profiles of over 200schools, watch and hearvideo testimonials fromHispanic communityleaders and celebrities,and link to the latest SATand ACT test preparationguide online, along with

tutorials for writing college essays and filling outapplications.

“Typically, most high school students are presentedwith very limited information on the diverse careeroptions available after graduation,” said ClaytonBanks, President and CEO of Ember Media. “Rarely arethey told they can become a lobbyist, advertisingexecutive, Web site developer or urban planner. We’reexcited to partner with The Princeton Review to nowfill that gap by offering this unique content onTheKey2.”

“Hispanic students led all other ethnic groups thisyear with the most improved SAT scores, whichindicates that a greater number of Latinos are collegebound,” said Robert Franek, Editorial Director of ThePrinceton Review. “We’re thrilled to be a resource forthe Hispanic community. The more information thesestudents have about college admissions and careerpossibilities, the better informed their choices andtheir subsequent success.”

Additional partners and sponsors of thisgroundbreaking interactive guide include The WilliamJ. Clinton Foundation, Scholastic Inc., ESPN Deportes,Girl Scouts of the USA, U.S. Hispanic Chamber ofCommerce, Wachovia Education Finance, SparkNotes,Urban Latino Magazine, Lifetime Television, theHispanic Association of Colleges and Universities, andthe Hispanic College Fund. Additionally, celebritiessuch as New York’s Power 105 DJ Cherry Martinez, BobVila and Miss U.S.A. 2003 Susie Castillo are helping tomarket and promote this free CD-ROM.

48 HISPANIC TODAY

About The Princeton ReviewThe Princeton Review (NASDAQ: REVU) is a

pioneer in the world of education. Founded in 1981and headquartered in New York City, the Companyoffers classroom and online test preparation, as wellas private tutoring, to help students improve theirscores in college and graduate school admissions tests.The Company’s free website,www.PrincetonReview.com, helps over half ofuniversity-bound students research, apply to, preparefor, and learn how to pay for their higher education,and helps hundreds of colleges and universitiesstreamline their admissions and recruiting activities.In addition, The Princeton Review works with schooldistricts around the U.S. to measurably strengthenstudents’ academic skills by connecting ongoingassessment with professional development andinstruction and by providing districts with college andcareer resources for both students and guidancecounselors. The Company also authors more than 190print and software titles on test preparation; collegeand graduate school selection and admissions; andrelated topics.

About Ember MediaEmber Media, www.embermedia.com, is a full-

service multimedia production studio and CD-ROMpublishing company. The company has beenrecognized around the world for its multimedia designand overall production sensibilities. Founded inAugust 1998, Ember Media is a privately heldcorporation with offices in New York and Tokyo. TheHBCU Interactive Guide is the flagship project fromEmber Media’s publishing division, focusing on theproduction and distribution of topical content on CD-ROM. TheKey2: An Interactive Guide to the TopColleges and Universities for Hispanics is the nextgeneration of TheKey family of CD-ROMS. CD-ROM’scan be ordered in small quantities through thewebsites www.thekey1.com, www.thekey2.com or viaa toll free number 888-538-4455 for bulk orders.

“Typically, most high school students arepresented with very limited information on the

diverse career options available aftergraduation… Rarely are they told they can

become a lobbyist, advertising executive, Website developer or urban planner. We’re excited to

partner with The Princeton Review to now fill thatgap by offering this unique content on TheKey2.”

Robert FranekEditorial Director of The Princeton Review

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50 HISPANIC TODAY

ADVERTISER LIST BY PAGE ADVERTISER LIST - ALPHABETICAL

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ALL STEEL Page 34AMERICA WEST AIRLINES Page 10AMERICA WEST AIRLINES Page 49AMTRAK Page 20ARCH WIRELESS Page 10B/E AEROSPACE Page 49BAE SYSTEMS Page 20BENJAMIN MOORE Page 10COVANCE Page 34DARDEN RESTAURANTS Page 15DLZ COMPANIES Page 20FISERV Page 49FOOTHILL IND. BANK Page 10FORMICA Page 22FRONTIER AIRLINES Page 49GAMBRINUS Page 34GPD GROUP Page 44HARTFORD STEAM BOILER Page 44HON Page 49KLEMTNER ADVERTISING Page 44LA DODGERS Page 51LEAPFROG Page 23LEVEL 3 Page 49LINDQUIST & VENNUM Page 10MACSTEEL Page 46MARRIOTT Page 9MUTUAL OF OMAHA Page 46NUCLETRON Page 44OVERNITE TRANSPORTATION Page 44QUALIS HEALTH Page 10RAPID C ITY REG. HOSPITAL Page 49REHRIG PACIFIC Page 20SAN DIEGO NATL. BANK Page 10SANTA CLARA WATER DIST. Page 37SHELL OIL Page 3SKYWEST AIRLINES Page 7SODEXHO Page 2TAKATA Page 48THOMSON RIA Page 44TITAN AMERICA Page 34TITLEIST/ACUSHNET Page 33US DOJ Page 46

51HISPANIC TODAY