Honoring the Legacy of Johnnie Dee Giles: A Pillar of the AAPI Community and Founding Board Chair of the CalAsian Chamber
The California Asian Pacific Chamber of Commerce (CalAsian Chamber) mourns the loss of Johnnie Giles, a visionary leader, passionate advocate, and the founding board chair of our organization. His remarkable contributions not only laid the foundation for the Chamber but also empowered countless individuals and businesses across California’s AAPI community.
Johnnie’s leadership and support were pivotal to the creation of the CalAsian Chamber. As the founding board chair, he spearheaded efforts to secure the Chamber’s first $50,000 through Comcast, an act of generosity and belief in our mission that transformed an idea into reality. Reflecting on his impact, Pat Fong Kushida, President and CEO of the CalAsian Chamber, shared, "Johnnie Giles was more than a colleague; he was a dear friend and a visionary leader who believed in the power of community and collaboration. His unwavering support and generous contribution through Comcast were the catalysts that made the CalAsian Chamber possible. Without Johnnie's belief in our mission, we would not be celebrating 15 years of empowering AAPI businesses and leaders. His legacy will forever be a part of the Chamber's foundation, and he will be deeply missed."
Johnnie’s leadership went beyond financial contributions—he actively participated in numerous events, initiatives, and policy efforts that have shaped the Chamber’s trajectory over the last 15 years. Under his guidance, the CalAsian Chamber developed programs and policy efforts that supported businesses of all sizes, empowered individuals, and created a ripple effect of opportunity throughout the state. His efforts were fueled by a profound commitment to advancing AAPI representation in business, leadership, and advocacy.
Fong Kushida further reflected, "Johnnie had a unique ability to see potential in people and organizations and then take action to help them thrive. His role as our founding board chair was nothing short of transformative—his contribution and guidance set the stage for the Chamber's success. More than that, he was a kind and thoughtful friend whose wisdom and generosity inspired everyone around him. We owe so much of our growth and impact to Johnnie, and his spirit will continue to guide our work for years to come."
Johnnie’s impact extended well beyond the Chamber. As a tireless advocate for the AAPI community nationwide, he held leadership roles with organizations like APIAVote, the Center for Asian American Media, Asian Americans Advancing Justice, and many others. Through his work, he helped launch vital initiatives, secure funding for transformative projects, and mentor the next generation of AAPI leaders. His influence spanned industries, communities, and causes, all tied together by his unwavering dedication to equity and empowerment.
Today, the CalAsian Chamber stands as a testament to Johnnie’s vision and dedication. His belief in the Chamber’s potential allowed it to grow into a thriving organization that continues to champion economic development, diversity, and leadership in AAPI communities. While his passing is an immeasurable loss, his legacy will continue to inspire and shape the future of our work.
We extend our deepest condolences to his family, friends, and all those whose lives were touched by his generosity, leadership, and friendship. Rest in power, Johnnie Giles. You will always be remembered as a cornerstone of the CalAsian Chamber and a trailblazer for the AAPI community.
Master Email Marketing in 5 Easy Steps: A Guide to Engaging Your Audience
In today’s digital landscape, email marketing remains one of the most effective ways to connect with your customers, drive sales, and build brand loyalty. But sending random emails won’t cut it—you need a strategic approach to maximize engagement and results. Whether you're a small business owner or a nonprofit leader, these five steps will help you master email marketing and create lasting impact.
Step 1: Build Your Email List
A strong email marketing strategy starts with a high-quality list of engaged subscribers. You want to attract people who are genuinely interested in your business, products, or services.
How to Grow Your List:
- Collect emails through sign-up forms on your website, in-store, or on social media.
- Offer something valuable in exchange, like a discount, free resource, or exclusive content.
- Ensure your sign-up process is simple and clear about the value subscribers will receive.
A well-built email list is the foundation for long-term marketing success, so focus on quality over quantity.
Step 2: Craft Compelling Content
Once you have subscribers, the key is keeping them engaged. Your emails should provide value, whether through helpful tips, special deals, or exciting updates.
Best Practices for Writing Engaging Emails:
- Use a clear, concise subject line (aim for 40 characters or less).
- Personalize your message—include the recipient’s name or tailor content to their interests.
- Use a strong call-to-action (CTA) like “Shop Now,” “Learn More,” or “Register Today.”
- Keep emails visually appealing with a clean layout, short paragraphs, and easy-to-read fonts.
Well-crafted emails increase open rates and encourage readers to take action.
Step 3: Segment Your Audience
Not all subscribers are the same—some are loyal customers, while others are new prospects. By segmenting your audience, you can send targeted emails that are more relevant and effective.
Ways to Segment Your Email List:
- By Interests: Send different emails based on what customers have shown interest in.
- By Purchase History: Offer personalized recommendations or exclusive deals based on past purchases.
- By Engagement: Re-engage inactive subscribers with a special offer or reminder.
Personalized, targeted emails perform significantly better than generic mass emails.
Step 4: Make It Mobile-Friendly
Most people check their emails on their phones, so ensuring a mobile-friendly design is crucial.
Tips for Mobile Optimization:
- Use responsive email templates that adjust to different screen sizes.
- Keep subject lines short and preview text engaging.
- Use clear, clickable buttons instead of small text links.
A mobile-friendly email ensures a seamless reading experience and boosts engagement.
Step 5: Analyze and Optimize
The best email marketers continuously track their performance and refine their strategies.
Key Metrics to Monitor:
- Open Rate: The percentage of subscribers who open your email.
- Click-Through Rate (CTR): The percentage of people who clicked on a link or CTA.
- Conversion Rate: How many recipients took the desired action (purchase, sign-up, etc.).
Ways to Improve Results:
- A/B test different subject lines, email layouts, and CTAs.
- Adjust sending times based on when your audience is most active.
- Continuously refine your content based on what works best.
Why Email Marketing Matters
A strong email marketing strategy helps you stay connected with your audience, drive more sales, and build lasting customer relationships. By following these five steps, you can create effective email campaigns that deliver real results.
Looking for More Small Business Support?
At the California Asian Pacific Chamber of Commerce, we are committed to helping small businesses and organizations enhance their marketing efforts. As part of our 2025 objectives, we’re offering resources, workshops, and expert guidance to support your growth.
Stay tuned for upcoming webinars, help guides, and other resources designed to help business owners like you improve their marketing strategies.
Need personalized marketing support? Contact Lauren Akabori at lakabori@calasiancc.org to learn more!
Build a Memorable Brand in 5 Steps: A Guide to Creating Lasting Impact
In today’s competitive market, building a memorable brand is more than just creating a logo or choosing colors—it’s about crafting an identity that resonates with your audience and stands the test of time. Whether you're an established business or just starting out, these five steps will help you lay the foundation for a brand that leaves a lasting impression.
Step 1: Define Your Mission and Vision
A strong brand starts with a clear purpose.
- Ask yourself: Why does my business exist? and What change do I want to create in the world?
Your mission is the reason your business exists, while your vision sets the long-term goals you aim to achieve. Together, these elements provide clarity and direction for your brand. A clearly defined mission and vision can inspire both your team and your audience, making them eager to support your journey.
Step 2: Know Your Audience
You can’t build a successful brand without understanding who you’re building it for. Research your target audience’s needs, preferences, and behaviors. Look into demographics like age, location, income, and cultural background.
By truly knowing your audience, you can align your messaging, products, and services to meet their needs. This connection fosters trust and loyalty, turning casual customers into lifelong advocates for your brand.
Step 3: Create a Unique Visual Style
Your brand’s visual identity is often the first thing people notice, so make it count. Develop a logo, choose a color palette, and pick fonts that represent your business. You want to keep your style consistent across all platforms—website, social media, packaging, and more. For example, think of brands like Nike or Starbucks. Their logos and colors are instantly recognizable, reinforcing their presence without the need for words.
Step 4: Develop Your Voice
Your brand voice is how you communicate with your audience, and it should reflect your values and personality. Are you friendly and approachable, or professional and authoritative?
Ensure your tone remains consistent across social media posts, email newsletters, website content, and even in-person interactions. A clear, authentic voice helps you stand out and makes your messaging more relatable and impactful.
Step 5: Stay Consistent
Consistency is the glue that holds your brand together. Make sure your mission, visuals, and voice align across every customer touchpoint. Make sure to regularly review your branding to ensure it’s still relevant and consistent as your business evolves. When your audience experiences consistency, they build trust in your brand, which is crucial for long-term success.
Why a Strong Brand Matters
A memorable brand does more than attract customers—it builds emotional connections, inspires loyalty, and drives business growth. By following these five steps, you can establish a brand that not only stands out in the marketplace but also leaves a lasting impact on your audience.
Ready to start building your brand? Take it one step at a time, and don’t forget that consistency and authenticity are your greatest toolsfor success.
Looking for More Small Business Support?
At the California Asian Pacific Chamber of Commerce, we are committed to helping small businesses and organizations strengthen their marketing strategies and build impactful brands. As part of our 2025 objectives, we’re offering resources, workshops, and expert guidance to support your growth.
Keep an eye out for upcoming webinars and help guides designed to help business owners like you enhance their marketing efforts and reach their full potential. If you're looking for personalized support in developing your brand, reach out to us today!
Contact Lauren Akabori at lakabori@calasiancc.org to learn more.
Breaking Language Barriers: How Language World Empowers AAPI-Owned Businesses
In a world that thrives on diversity and multiculturalism, the ability to communicate effectively across languages is paramount. For many AAPI-owned businesses, language barriers can present significant challenges in navigating legal, regulatory, and public safety matters. However, thanks to Language World and its founder Bill Glasser, these barriers are being dismantled, offering a lifeline of support to businesses across California.
Bill Glasser's journey towards founding Language World is a testament to his passion for language accessibility and multicultural understanding. Born in Madrid, Spain, Glasser later moved to Los Angeles, where he pursued a bachelor's of arts degree at the University of California, Los Angeles, majoring in Political Science and minoring in Spanish. His early career saw him working as an interpreter for an attorney's office, honing his skills in bridging linguistic gaps.
Upon relocating to Sacramento and departing from the Sacramento Bee, Glasser co-founded Spanish World, which has since evolved into Language World. What began as a service primarily catering to Spanish speakers quickly expanded into a multilingual company, becoming a trusted resource for businesses, including prominent institutions like Kaiser Permanente, Dignity Health, and Sutter Medical.
Language World's impact extends beyond corporate realms, especially in light of increased crimes targeting small businesses and the subsequent need for accurate translations and interpretations in crucial conversations with public safety officials. AAPI-owned businesses, often facing language barriers, found solace in Language World's expertise, enabling smoother interactions with legal entities and enhancing their ability to seize new opportunities.
Today, Language World stands as a symbol of support for AAPI business owners seeking to overcome language obstacles. Their services not only facilitate communication with legal and regulatory bodies but also opens doors to untapped opportunities that language barriers might otherwise obscure. “What I could do for them is provide remote interpreting through our online portal–we have something called Pay as you Go,” said Language World Founder Bill Glasser. “That would be a way for a small business to get interpreting services when they need, where they need it, and how they need it.” Glasser's profound belief in the transformative power of language underscores Language World's commitment to fostering inclusivity and empowerment within California's diverse business landscape.
For AAPI business owners whose primary language isn't English, Language World and Bill Glasser offer a vital lifeline. “We would love to be that–as an interpreter to help not only translate but also to explain,” said Glasser. By leveraging their expertise, businesses can break free from linguistic constraints and harness the full potential of their operations. Don't let language barriers limit your business growth – seize the opportunity with Language World today.
If you are an AAPI business owner facing language barriers, reach out to Bill Glasser and Language World today to unlock a world of opportunities for your business's success!
Powering the Future: How Electrify California and the California Asian Pacific Chamber of Commerce Helped Joseph Kwong Charge Ahead with EVEN Recharge
Born and raised in Hong Kong, Joseph Kwong has always been drawn to innovation. He moved to the Bay Area as a teenager and later earned an engineering degree from Cal Poly San Luis Obispo. Kwong’s career began in the electronic payment industry, where he developed payment systems. But his passion for sustainability and technology ultimately led him into the electric vehicle (EV) sector.
As one of the early EV adopters, Kwong has been driving electric for over a decade, motivated by his understanding of the efficiency and cost-effectiveness of EVs. However, he identified two key obstacles to widespread EV adoption: the challenge of establishing a profitable business model for EV charging stations and the complex regulatory process required to deploy EV infrastructure.
In 2019, Kwong founded EVEN Recharge to simplify EV charging and make it a viable business venture, demonstrating that EV charging can offer a solid return on investment. His goal was to make EV charging more accessible and easier to deploy. However, just as his business was beginning to gain traction, the COVID-19 pandemic disrupted operations. By 2021, EVEN Recharge was back on track, and Joseph successfully launched an off-grid, solar-powered EV charging station, a renewable energy hub equipped with solar panels and backup batteries in Bakersfield and other cities within California.
While researching EV news online in 2023, Joseph discovered the Electrify California program and the Sacramento MBDA Business Center, operated by the California Asian Pacific Chamber of Commerce (CalAsian Chamber). Electrify California offers an incubator track focused on advancing clean energy initiatives. Joseph applied to join the cohort, which proved transformative for his business. Through the program, EVEN Recharge received one-on-one consulting on capital readiness and clean energy adoption. Joseph gained critical connections, expert guidance, and exposure to an invaluable network of industry leaders, advisors, and clients.
With the resources and support from the CalAsian Chamber, Joseph was able to secure $500,000 in capital, which enabled EVEN Recharge to install a mobile EV charging hub in Del Paso Heights, Sacramento, directly contributing to the city’s clean energy goals. The Electrify California program provided tailored training and connected Joseph with local manufacturer Leadman in Santa Clara to scale production. The Sacramento MBDA Business Center team also assisted with certifications and resources for government projects, broadening EVEN Recharge’s access to additional opportunities.
Today, EVEN Recharge is focused on expanding EV charging use cases in commercial spaces, the security field, and off-road locations. The support of the California Asian Pacific Chamber of Commerce and the Sacramento MBDA Business Center has empowered Joseph’s vision for a more electrified future. Joseph Kwong’s journey is a powerful example of the impact of mentorship, networking, and a shared commitment to a sustainable future. With EVEN Recharge, he’s not just powering vehicles, he’s powering change.
If you're interested in learning more about the no-cost Electrify California program, visit calasiancc.org/electrify-california.