Posted by Elena del Valle on May 2, 2022
Ivan Estrada, author, Brand With Purpose
Ivan Estrada, author, Brand With Purpose
A podcast interview with Ivan Estrada, author, Brand With Purpose (see California realtor releases branding book with community financial support), is available in the Podcast Section of Hispanic Marketing and Public Relations, HispanicMPR.com. During the podcast, he discusses branding with Elena del Valle, host of the HispanicMPR.com podcast.
Ivan is chief executive officer of Ivan Estrada Properties, a real estate agent with 12 years of experience and public speaker. He created Brand With Ecosystem which contains Brand With Purpose, Brand With Video, and Brand With Podcast.
To listen to the interview, scroll down and click on the play button below. You can listen by looking for “Podcast” then select “HMPR Ivan Estrada” and download the MP3 file to your audio player. You can also find it on the RSS feed. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the May 2022 section of the podcast archive.
Posted by Elena del Valle on April 25, 2022
Dina Rubio, co-owner, Don Ramon
Photo: Dina Rubio
A podcast interview with Dina Rubio, co-owner, Don Ramon, is available in the Podcast Section of Hispanic Marketing and Public Relations, HispanicMPR.com. During the podcast, she discusses the power of small business creation with Elena del Valle, host of the HispanicMPR.com podcast.
Dina is also a member of Job Creators Network, a small business advocacy organization. According to her bio Dina is a supporter of the free market and a passionate opponent of socialism. She has personal experience with the dangers of socialism. In 1979, she fled the Socialist Revolution in Nicaragua and came to the United States.
To listen to the interview, scroll down and click on the play button below. You can listen by looking for “Podcast” then select “HMPR Dina Rubio” and download the MP3 file to your audio player. You can also find it on the RSS feed. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the April 2022 section of the podcast archive.
Posted by Elena del Valle on April 11, 2022
Stanley Wong, co-founder, DistroScale
A podcast interview with Stanley Wong, co-founder, DistroScale, is available in the Podcast Section of Hispanic Marketing and Public Relations, HispanicMPR.com. During the podcast, he discusses streaming services targeting Hispanics with Elena del Valle, host of the HispanicMPR.com podcast.
Stanley is vice president of marketing at DistroScale, a media technology company and the parent company to DistroTV, an independent network home to 150 live streaming channels.
Prior to his role at DistroScale, Stanley was an early Yahoo! employee (41st). Since Yahoo!, Stanley contributed to Search Physics (now known as Metavana). He also served as the vice president of Ad Products at Glam Media and co-founded Permuto (acquired by AOL and re-named Buysight)
To listen to the interview, scroll down and click on the play button below. You can listen by looking for “Podcast” then select “HMPR Stanley Wong” and download the MP3 file to your audio player. You can also find it on the RSS feed. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the April 2022 section of the podcast archive.
Posted by Elena del Valle on April 6, 2022
Washington Hispanic market campaign videos link to VacunaDeCovidWA.org
Photo: Tony Teran
Video: Washington State Department of Health
Hoping to reach Hispanics between 18 and 35 years of age hesitant about pandemic vaccines in Washington state with a pro Covid-19 vaccinations message the Washington State Department of Health hired C+C. The Seattle-based marketing agency produced audio and two video spots in Seattle. Production costs for Vacúnate Mijo/a were $168,000 and $205,000 for Mentira Mariachi. The ads were produced for broadcast distribution, YouTube, TikTok and radio. Scroll down to watch videos in English and Spanish (with subtitles).
When C+C conducted the initial research that led to the campaigns’ development, the team found that while most Hispanic people in Washington state were “very willing or somewhat willing” to take a Covid-19 vaccine more English-speaking survey respondents expressed vaccine hesitancy than Spanish speakers. Overall, 62 percent of survey takers said they were very willing or somewhat willing to receive a Covid-19 vaccine; 67 percent of Spanish speakers and 56 percent of English speakers said they were very or somewhat willing to get vaccinated; 2 percent of Spanish speakers who responded to the survey compared to 18 percent of English speakers who responded to it said they would not take the vaccine; 27 percent of Spanish speakers versus 23 percent of English speakers who answered questions said they were unsure; more English speakers than Spanish speakers said they thought Covid-19 vaccines may be unnecessary and ineffective; and more English speakers than Spanish speakers said they had other ways to protect themselves against the virus.
According to a C+C spokesperson the overall goal of the campaigns was “to increase vaccination rates among the Hispanic community in Washington by tackling key research findings. Misinformation on vaccine safety and efficacy was indicated as one of the main drivers of vaccine hesitancy among this community. While protecting themselves, their loved ones, and their community ranked as the main motivation for getting vaccinated.”
The agency addressed concerns about trust in the vaccines with emotional pleas to family ties, Spanish language and Mariachi music. Tony Teran, campaign writer and creative director, C+C, replied by email via an intermediary, “At the center of the Vacúnate Mijo/a campaign is the relationship between a grandchild and a grandmother or abuela, a much loved and nostalgic figure among many Hispanic/Latinx families, often seen as a trusted voice of reason. We follow their bond through different life stages that showcase the core of our message: protecting each other. The Spanish language is also a powerful connecting thread in these ads, as we hear the word mijo/a express different emotions at different times, a word so simple, yet incredibly purposeful. Abuela is saying ‘I care about you’ with every mijo and ultimately encouraging her grandchild to receive the vaccine.
The idea behind the Mentira Mariachi campaign is that we all listen to the voice of our conscience when making decisions. So, what if that voice came accompanied by trumpets and guitarrón, as in traditional Mariachi music, to remind audiences to listen to science and their good judgement, and not to misinformation? The :30 video spot shows a young guy at home. Every time he is exposed to fake news about the COVID-19 vaccines, he’s surprised by a Mariachi band popping out of nowhere to humorously remind him, with a catchy jingle, that those are mentiras (lies). At the end of the spot, we see him coming out of a vaccination site after getting his shot as Mariachi band members give him a nod of approval and a health care worker delivers the campaign’s tagline: ‘Escucha a la ciencia y a tu conciencia.’ (Listen to science and to your conscience.)”
The Vacúnate Mijo/ ad goal was to encourage community members to get vaccinated by emphasizing the importance of protecting their loved ones during the pandemic; while the Mentira Mariachi ad was meant to dissipate vaccine misinformation by encouraging the audience to “trust science.”
According to information provided by C+C the Hispanic population in the state represents 13 percent of the total population, yet in mid-July 2021, had 27 percent of the coronavirus cases, 19 percent of total hospitalizations, and 8.4 percent of total deaths in Washington; about 60 percent of the state’s Hispanic population remained unvaccinated, according to the Washington Department of Health.
Tony Teran, creative director, C+C
“Creative concepting for both of the campaigns began in August 2021,” Teran replied when asked how many months the campaign project required. “Vacúnate Mijo/a launched in November 2021 while Mentira Mariachi launched in February 2022.
The C+C team used three different types of research when developing the strategy and concept for this Hispanic/Latinx-focused campaign: 1:1 Interviews, since 2020, the team has been conducting monthly 1:1 in-depth interviews with Hispanic/Latinx community members to learn about their overall attitudes, barriers and motivators for getting a COVID-19 vaccine.
Focus Groups, C+C conducted four focus groups with Hispanic/Latinx community members to test the campaign’s creative approach and gain insights into what type of creative would resonate most with the community. A total of 20 community members participated.
Secondary Research, The Washington State Department of Health (DOH) and C+C worked hand-in-hand with partners like the University of Washington’s Latino Center for Health to analyze insights about vaccine hesitancy among the state’s Hispanic/Latinx population that helped shape the campaign, including a report released by the Center in April 2021. The team also referenced findings of COVID-19 surveys conducted regularly by the Bill & Melinda Gates Foundation/Civis Analytics.”
When asked how the agency measured results Teran replied, “We have been correlating the success of the campaigns with the increase in vaccination rates among Hispanic/Latinx adults in Washington. Approximately 63 percent of the Hispanic/Latinx community 18+ in Washington have initiated vaccination as of 3/25. This is up from 49.9 percent in November 2021 before the campaigns launched. This amounts to an increase of 13.1 percent. The overall vaccination gap has also closed by 7.4 percent among the Hispanic/Latinx community. The gap closed on Hispanic/Latinx community vaccination rates from being 29.5 percent behind the overall Washington state rates in November 2021 to only 22.1 percent behind in March 2022.”
The campaigns were developed and produced by a team that included members of Washington state’s Hispanic community, including Terán, the creative of Venezuelan roots behind the original concepts. He wrote the video and audio scripts, and oversaw the campaigns’ production process; featured Hispanic cast member for both campaigns; and the production team selected Spanish speaking talent seeking a cultural fit, and with good acting skills and on-camera presence, according to information provided by C+C.
The Vacúnate Mijo/a production included creative input from Mauricio Valadrian, of Valadrian Creative & Consulting; the Mentira Mariachi video production was co-directed by Marvin Lemus, director of Netflix’s Gentefied, and also a Hispanic creative; the Mentira Mariachi video and audio ads feature an original song written for that campaign by a Hispanic musician and performed on-screen by Tacoma-based Mariachi Ayutla, a mariachi band, according to information provided by C+C.
Mentira Mariachi ad in Spanish
Vacúnate Mijo ad in English
Posted by Elena del Valle on March 30, 2022
Brand With Purpose
Photos: book cover, Page Two Publications; author, Ian Maddox
With the help of sponsors and a GoFundMe campaign Los Angeles realtor Ivan Estrada dedicated some three years to the publication of Brand With Purpose Find Your Passion, Stay True to Your Story and Accelerate Your Career (Page Two, $25), a 277-page hardcover autobiographical branding book. According to the author the book is for anyone in business, not just real estate practitioners.
“Brand With Purpose is filled with tools and expert advice on growing your career and business, with enlightening case studies and inspirational wisdom from other successful trailblazers,” Estrada said by email via an intermediary. “In this book, Ivan recounts his journey of growing up Latinx, queer, and working class, and shares the critical lessons about personal growth and self-discovery he learned along the way.”
Ivan Estrada, author, Brand With Purpose
When asked to define the primary target audience for the book he said, “The primary audience for this book is younger entrepreneurs and teenagers. This book is something that I wish I had early in my entrepreneurial career. Of course, I wouldn’t change a thing; I love where I am today. However, if I can change the path of a young entrepreneur or teenager, that would be amazing for me. Brand With Purpose is also for those looking to get inspired and be motivated. If someone feels stuck or needs a change of pace, this book would be great for them as well.”
Regarding funding of the title he said, “Yes, we did receive sponsorship funds and in-kind support. The Sponsorship funds came from Making Education The Answer (META) Foundation, Leap foundation, Junior League of Los Angeles, University of Southern California Lambda Scholars, The Harmony Project, and Youth Business Alliance. We also organized a Go fund-me teaming up with Next Gen to donate books to students in Los Angeles. I was blessed to have family, friends, coworkers and colleagues make contributions for the book as well.”
How will he measure success? “Just being able to influence one person and change their path, allowing them to go down a more authentic and purposeful path, is more than enough. I don’t make judgments wholly based on sales numbers and the revenue generated. If I can help just one person change their life to be more meaningful, authentic, and purposeful, it helps fuel my purpose. Since the book was published, I have had people reach out to me via text, email, and social media, telling me that the book changed their life in some shape or form, and that was when I knew the book was a success, and I hope I continue to find success.”