Dynamics of the
Armenian Community
Presented by Krikorian Marketing Group
The Armenians Journey
• 3000 year old ethnic race- Noah‟s Ark.
• Historic Armenian homeland lies in
eastern Anatolia-adjacent parts of
eastern Turkey.
• First Nation to accept Christianity
- 301 A.D
• Armenian Genocide - 1.5 million -
April 24, 1915 ( 90th in 2005)
• Independence - May 28th 1918 - lasted
until 1921
• Independence - September 1991 - to
present (break up to USSR)
Krikorian Marketing Group
The Journey Continues
• First Wave of migration due to the 1915 Genocide to
USA and other countries around the world.
• Second Wave to the USA after WWII („46) was due
to the refuges of displaced Armenians in German
concentration camps.
• Third Main Wave of migration to the USA (mid „75)
was due to the civil war in Lebanon.
• Fourth Wave was due to the dictatorship
government in Iran.
• Fifth Wave in this century was again in the 80‟s
those escaping from the communist Soviet Republic
of Armenia.
• Sixth Wave late 80‟s to Present - due to the massive
earthquake in Armenia and the blockade of fuel and
supplies by the Azeri‟s and Turkey.
Krikorian Marketing Group
Respect Armenian Holidays,
Ceremonies & Values
• New Years Day
• Christmas - January 6th
• Spring Festival
• Easter - Western
• Armenian Genocide Day - April 24th 1915
• Armenian Independence Day
- May 28th & Sept. 21st
• Armenian - Navasartian-Olympics
- July 4th Weekend
• Blessing of the Grapes - usually 2nd
Sunday in August
Krikorian Marketing Group
Glendale: Census & SPA 2 San Fernando
Valley Service Planning Area (SPA –2)
Ancestry GWP “YAN” &” IAN” Residential
Total: 19, 764
Total Population: 205,300* X 3.0 HH……………………………………..
59,292
X 3.5 HH…………………………..
• Caucasian 69,174
123,960
• Armenian-American GWP Commercial Accounts… 1,561
53,840 Does Not Include: Temp Visas, Green
Cards, Tourist, Undocumented.
• Hispanic
Names that do not end as above,
38,452 such as Persian Armenian
Names.
• Asian
31,424
Foreign Born Residents:
• African-American Glendale Ranks 1st in SPA…………….
2,468 100,065 or 56.6%
Total Ancestry: Glendale Ranks 3rd in
USA…………….
250,144 + 44.844 from Total
in Foreign Born Residents
Glendale: Demographics (SPA-2)
Glendale Total City Population: Rank in San Fernando Valley
• Households with Annual Incomes below $25, 000
Glendale Ranks 1st… 15, 699 or 14.2%
• Households with Annual Incomes over $150, 000
Glendale Ranks 1st… 5,946 or 8.8%
• Population with large concentration of Seniors
Glendale Ranks 1st… 25,370 or 13.0%
• Population Glendale Disabled Seniors - over 65… 12,211
• Individuals with less than a 9th grade education
Glendale Ranks 1st… 15,639 or 11.1%
• Individuals with Graduate Degrees
Glendale Ranks 1st… 11, 758 or 11.3%
• Population receiving Public Assistance (eg Medi-Cal, AFDC etc 2001)
Glendale 44,908….21.9%
• Population Living Below Poverty Level
Glendale Ranks 3rd………28,636
Source: San Fernando Valley/Santa Clarita Valley Community Needs Assessment 9/04
Krikorian Marketing Group
Armenian Organizations
Global - West & East Coast - California - So. California
• Armenian American Medical Society
• Armenian National Committee
of California
• Armenian Revolutionary Fed.
• Armenian American Nurses
• Hunchakian Social Democratic Association
• Armenian Democratic Liberals • Armenian Professional Society
• Armenian Rights Council • Armenian Dental Society of CA.
• Armenian Council of America • Armenian American Council of Aging
• ArmenPAC • Nor Sirout • United Armenian Fund
• Armenian Apostolic Church of • Armenian Fund
America- Prelacy
• Hamazkayin Cultural Society
• Armenian Apostolic Church of
• Tekeyan Cultural Association
America-Diocese • Knights of Vartan
• Armenian Assembly of America • Armenian Educational Benevolent
Union
• A.A. Action Committee (ARAMAC)
• Armenian Bar Association
• Armenian Missionary Assoc of
• Armenian Professional Network
America
• Armenian Society of Los Angeles
• Armenian Relief Society
• Armenian Engineers & Scientists of
• Armenian Intl Women‟s Assoc
America
• Hye Geens
• Armenian National Peace Officers
• Armenian General Association
Benevolent Union
• Armenian Realtors of America
• Homenetmen Athletic/Scouts
• Homentmen Athletic/Scouts
Sampling of community, political, civic,
• A.A. Chamber of Commerce service, religious, cultural, educational
Prepared by Krikorian Marketing Group organizations. Numerous others not listed.
Armenian Media
KMG makes it easy to buy effectively and efficiently.
TV: Glendale & Burbank… Print: Weeklies…
Charter Cable Channels: Bi-Lingual
• Channel 26 • Massis*
• Channel 30 • Nor Gyank
• Channel 31 • Armenian Life
• Channel 55* Armenian Only
• Nor Or*
Characteristics…
1. Weeknights & Weekends
• Molorak
2. 24 Hours a Day English Only
3. Variety Program Formats • Armenian Observer
• California Courier
Print: Dailies…
• Bi-Lingual Other Sources:
Asbarez* Yellow Page Directories (2)
Zhamanak Magazines
• Armenian Only
* Armenian Political Party Affiliation
New Armenia Krikorian Marketing Group
Glendale: Armenian
Owned & Managed Businesses
By Number of Employees By Industry Category
• Majority of Armenian businesses in Industry Companies
Glendale are under ten employees.
Service
Sector………………………………557
Companies with over 250…….1
Retail Sales……………………………200
Companies with 51-100……….4
Financial Services,
Insurance, Real Estate……………107
Companies with 21-50……….32
Construction……………………………62
Companies with 11-20……….48
Manufacturing…………………………42
Companies with 6-10……….114
Wholesale
Sales…………………..…………….34
Companies with 5 or less….932
Administration…………………………19
Source: Potential Employers for Verdugo Welfare Clients - February, 1999.
Ad Hoc Business and Workforce Development Committee. Verdugo Private Industry Council
Your One Stop Armenian
Marketing Resource
Contact Information…
Tel: 818-240-7987
Fax: 818-240-7320
PO Box 2065
Glendale CA 91209
Visit us at….
http://www.krikorianmarketing.com
E-mail us at…
Info@krikorianmarketing.com
Strategic Multicultural
Marketing
Call Krikorian Marketing Group 818-240-7987