Posted by Elena del Valle on September 30, 2008
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Between 1990 and 2006 the Hispanic student population in the public school system nationwide nearly doubled. Hispanic students represent 60 percent of the overall growth in public school enrollments for that time period. About 20 percent of all public school students today are Latino; that’s 10 million Hispanic students attending public schools.
In addition, Hispanics are already the largest minority group in the public schools in 22 states. The growth is particularly evident in states which have traditionally had large Latino populations. For example, while in 1990 Latinos represented 36 percent of the public school population in California, by 2006 50 percent of all students in that state were Latino.
In 2006, in Arizona, Mexico and Texas more than 40 percent of enrollments were of Latino students. That same year, in Nevada, Colorado, Illinois, Florida and New York between 20 percent and 40 percent of students were Hispanic.
According to newly released U.S. Census Bureau demographic estimates, Hispanic student enrollment is likely to continue to grow for many years. Researchers believe that by 2050 there will be more Hispanic children than non Hispanic white children.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
A recent Pew Hispanic Center report indicate most (84 percent) Latino public school system students are United States born; seventy percent of Latino students speak a foreign language at home; 18 percent of Latino students have poor English language skills; and only slightly more than half (57 percent) of Latino children live in a household with both parents compared with 69 percent of non Hispanic white students and 30 percent of black students.
Also, 71 percent of United States born students of immigrant parents live with both of their parents compared with 58 percent of foreign born students and 48 percent of students born in the United States of native parents.
Twenty-eight percent of Latino students are poor compared with 16 percent of non Hispanic students, 35 percent of non Hispanic black students and 10 percent of non Hispanic white students. At the same time, foreign born Hispanic children are more likely to live in poverty than United States born Latinos, 35 percent and 27 percent respectively.
The Pew Hispanic Center, an initiative of the Pew Research Center, is a non-partisan, non-advocacy research organization based in Washington, D.C. The Pew Hispanic Center is funded by The Pew Charitable Trusts.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
Posted by Elena del Valle on September 29, 2008
Julio Stieffel, director, BuscAbogados.com
Photo: BuscAbogados.com
A podcast interview with Julio Stieffel, director, BuscAbogados.com is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Julio discusses the new website with Elena del Valle, host of the HispanicMPR.com podcast.
Julio founded Americas Rep International, an international consulting firm specializing in the Latin American market. He graduated from the University of Miami with a degree in Inter-American Studies. Julio brings nearly 30 years of international sales and marketing intelligence and experience to the BuscAbogados.com team.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Julio Stieffel,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the September 2008 section of the podcast archive.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on September 26, 2008
The Faith of Barack Obama and La Fe de Barack Obama book covers
Photos: Grupo Nelson
Some believe the faith of presidential candidate Barack Obama is the fuel of all he has achieved and the source of the greatest challenges in his pursuit of the presidency. Considered by many the “rock star” politician, “the face of the Democratic Party’s future,” or the “skinny kid with the funny name” he has ascended to the summit of American politics at a relatively young age.
Tennessee resident and author Stephen Mansfield dedicated his time and energy to researching the democrat’s beliefs. Promising “a fair minded and objective examination of the candidate’s faith” he released the title in English and Spanish this year, The Faith of Barack Obama (Thomas Nelson Publishers, $19.99) and La Fe de Barack Obama (Grupo Nelson, $17.99). In the acknowledgments he thanks the Obama campaign staff for fielding questions and interview requests.
In the book, Mansfield examines the role of religion in the life of Obama believing that understanding the presidential candidate’s faith will go a long way toward understanding the Illinois senator’s impressive leap into the national spotlight that may eventually lead to the White House.
The hardcover books share the same cover design and almost the same number of pages, 164 pages in the English language edition and 169 pages in the Spanish language version. There are also 10 pages of black and white photographs of Obama and his family in the middle.
The book was translated into Spanish by Grupo Nivel Uno. The English language book is divided into an introduction and six chapters: To Walk Between Worlds; My House, Too; Faith Fit for the Age; The Altars of State; Four Faces of Faith; and A Time to Heal.
Author Stephen Mansfield
Mansfield is The New York Times bestselling author of The Faith of George W. Bush, The Faith of the American Soldier, Then Darkness Fled: The Liberating Wisdom of Booker T. Washington, and Never Give In: The Extraordinary Character of Winston Churchill. He founded The Mansfield Group, a research and communications firm, and Chartwell Literary Group, which creates and manages literary projects. Another of his titles, The Faith of George Bush was also translated into Spanish, La Fe de George Bush.
Click here to buy The Faith of Barack Obama
and
Click here to buy La Fe de Barack Obama
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
Available exclusively on HispanicMPR.com!
More information on “Happy for No Reason” audio recording with Marci Shimoff
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Filed Under: Books
Posted by Elena del Valle on September 24, 2008
Constantino Voulgaris, executive vice president, GolTV
Photo: GolTV
In early September, GolTV premiered two new 30-minute TV series, Football’s Hidden Story and Soccer Cam. Since the network has two channels, in English and Spanish, the programs will air in both languages.
Soccer Cam airs at 8 p.m. EDT and Football’s Hidden Story at 8:30 p.m. EDT in on North America. Soccer Cam combines user-generated video of soccer highlights and outtakes for comic family entertainment.
Football’s Hidden Story is described as an inspirational 26-episode documentary-style program designed to capture extraordinary stories from around the world of people whose lives have been positively impacted by soccer. The producers selected stories about helping sufferers of schizophrenia rehabilitate in Italy, taking orphans off the streets and getting them into schools and onto soccer fields in Nepal, and other true stories of lives they believe were changed and inspired by soccer.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
“Football’s Hidden Story proves that anyone, anywhere can participate in the game of soccer, and it’s a sport that can change lives both on and off the field,” said Constantino Voulgaris, executive vice president of Programming and New Business Development at GolTV.
Soccer Cam also features the abilities of the everyday soccer star with hometown highlights, fancy footwork and of course the occasional blooper. This offers a chance to our audience to star on GolTV, and we’ve had an overwhelming response with thousands of video submissions.”
Soccer Cam is a multi-platform program with web promotion for viewers to upload clips online. Additionally, both programs will be included in GolTV marketing materials and programming information.
GolTV’s primary viewer audience is made up of adults 18-49. Founded in 2003 GolTV is a bilingual United States soccer network and a channel conceived by professional athletes. The network offers 8,000 hours of soccer action each year.
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Comments:
Filed Under: Media
Posted by Elena del Valle on September 23, 2008
Scenes from “Shame,” a Pine-Sol television ad in Spanish
Photos, video: Dieste
Pine-Sol, with the help of Dallas ad agency Dieste, began airing a Spanish language television commercial in October 2007 that recently won the agency national recognition. Scroll down to see the ad in Spanish.
The 30-second ad features a frisky young couple at the family dinner table. The young lady plays footsies under the table during the meal. Her activities are discovered when the young man gets up and dirty footprints can be seen all over the front of this pants revealing to everyone’s horror that the floors are dirty.
The ad required two months to produce and was completed September 2007. It aired nationally on Univision and Telemundo.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Dieste received an award for the ad at this year’s Creativity Awards, an international advertising and graphic design competition. The 38th Annual Creativity Awards received a record 2,800 entries from 44 countries. The competition showcases work from around the globe.
“Dieste had a very strong showing with six trophies secured this year, which compares very well against U.S. and Latin American agencies that entered the competition,” said Kathleen Ritchie, spokesperson of Creativity Awards.
Aldo Quevedo, president, Dieste
“This year the creative work from the agency has received great recognition and we are proud of having strong showings, including the most awarded Hispanic agency at El Sol in San Sebastian, and a Short List recognition in Cannes,” said Aldo Quevedo, president of Dieste.
Dieste is a Hispanic advertising and marketing agency that offers integrated communications and business solutions, including strategic planning, advertising, direct-response marketing, experiential and promotional capabilities, media planning and buying capabilities, digital media and public relations services.
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Posted by Elena del Valle on September 22, 2008
Dennis Spring, president, Spring Associates, Inc.
Photo: Spring Associates, Inc.
A podcast interview with Dennis Spring, president, Spring Associates is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Dennis discusses the state of public relations employment and salaries and the 2008 Official Public Relations Salary & Bonus Report with Elena del Valle, host of the HispanicMPR.com podcast.
Dennis began his business career at what was then the largest public relations marketing and service organization of its kind in the world with offices in eight United States cities and London. The company served over 2,000 corporate public relations departments and firms. He was promoted during his tenure and rose to become vice president of Marketing and Client Relations.
He founded Spring Executive Search, Inc. in 1980. Ten years later he changed the name of the firm to Spring Associates, Inc. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and public relations agency selection searches.
Dennis has served on the management boards of the New York chapters of the International Association of Business Communicators (IABC), The Publicity Club, and the International Committee of the Public Relations Society of America (PRSA).
His articles have appeared in PR News, Public Relations Journal, PR Services Magazine, PR Business and PR Week. Dennis is a combat veteran who served 12 months with the 1st Cavalry Airmobile, from 1967-1968 in the Republic of Vietnam. His decorations include a Purple Heart and Bronze Stars for valor and service. After the military, Dennis returned to Brooklyn College where he graduated with a Bachelor of Arts degree in literature. He and his wife Penny reside in Manhattan.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Dennis Spring,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the September 2008 section of the podcast archive.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on September 19, 2008
Creando Empresas Fabulosas book cover
Entrepreneur Alicia Castillo Holley, a resident of Australia, wants to spread the word about creating wealth among Spanish speakers including those who live in the United States via her self published title Creando Empresas Fabulosas como crear, reinventar, y financiar empresas de alto impacto (Spanish for creating fabulous businesses how to create, reinvent and finance high impact businesses).
The insights in the book are based on the author’s 10 years of experience as well as hundreds of case studies in several countries, mostly in Latin America. She focuses her recommendations on two of Jeffrey Timmons’ three theories about the evaluation of businesses. It is her belief that establishing new businesses requires tremendous effort and that the effort is only worthwhile if the result is a fabulous business.
Alicia Castillo Holley, president of Ventures Latinas LLC,
The 148-page paperback book, Castillo Holley’s fifth title, is divided into three parts: Creando Empresas Fabulosas, from page 11 to 53; Reinventando Empresas from page 55 to 84; and Financiamiento Fabuloso. Published earlier this year the book sells for $29.
Castillo Holley, president of Ventures Latinas LLC, has consulted, mentored or coached almost 500 young businesses or individuals who want to launch their ideas, and has trained 4,000 people in wealth creation, venture capital, entrepreneurship, innovation, and managing change.
Click here to visit Alicia Castillo Holley’s website
Comments:
Filed Under: Books
Posted by Elena del Valle on September 18, 2008
Information provided by our Event Partner
Presented by Multichannel News and Broadcasting & Cable
Wednesday, October 22 & Thursday, October 23, 2008
New York Hilton Hotel
“The Hispanic Viewer in a Multi-Screen Environment”
Join Top Executives at the One-of-a-Kind
Hispanic Television and Digital Video Event
Attend the premiere event of its kind that addresses the current state of the Hispanic television and digital video environment in the U.S. and Latin America. The 2008 Summit is expected to draw an attendance of 300 executives in broadcast, cable, satellite, broadband and mobile including advertisers, ad agencies, ad sales, programmers, promoters, publicists, producers, marketers, investors, researchers, and those in new technologies and consumer electronics.
This “must attend” Hispanic event features television journalist Jorge Ramos, Univision CEO Joe Uva and Telemundo COO Jackie Hernandez.
Register on-line at www.multichannel.com/hipsanicsummit. Or, please contact Sandy Friedman at safriedman@reedbusiness.com, 646-746-6740
Posted by Elena del Valle on September 18, 2008
Payless ShoeSource Trinity necklace
Photos: Payless ShoeSource
To celebrate Hispanic Heritage Month, Payless ShoeSource is launching the Payless Inspiring Possibilities scholarship program to raise funds for the Hispanic Scholarship Fund (HSF). Beginning September 2008, 650 Payless stores nationwide and the company website began offering a limited edition Trilogy necklace. The black corded necklace with three hoops and inspirational words in English and Spanish: Believe/Creer, Dream/Soñar, and Inspire/Inspirar, sells for $4.
Close up of Payless Trinity necklace
As part of the project, Payless will donate 100 percent of the net profits from the necklace sales to the HSF, making a minimum donation of $35,000. Company representatives expect to distribute a minimum of a dozen $2,500 scholarships as a result of the new initiative.
“Youth and education are critical to the future of our nation,” said LuAnn Via, president and chief executive officer of Payless. “Our efforts in September are focused on supporting Hispanic youth with our Payless Inspiring Possibilities program. The unique, limited-edition Trilogy necklace is available for only $4, a price point accessible to so many. Together, we are truly celebrating Hispanic Heritage Month and benefiting young Hispanics with strong opportunities for higher education and to help them achieve their goals and make their dreams come true.”
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
“We are pleased that Payless has taken a leadership role in providing resources and opportunities to support our future leaders,” said Gary Jimenez, regional vice president of the Hispanic Scholarship Fund.
Spanish language necklace – click on image to enlarge
“HSF provides the Hispanic community with more college scholarships than any other organization,” said Gaby Alban, Hispanic spokesperson for Payless. “We at Payless are proud and honored to partner with the HSF in supporting their mission to double the rate of U.S. Hispanics earning college degrees.”
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is one of the largest specialty family footwear retailers in the United States. As of the end of first quarter 2008, the company operated more than 4,500 stores. Since 2004, Payless has established formal programs to support important causes by selling on-trend items and making them accessible with affordable price points at the same time donating 100 percent of the net profits from the sales of the item to the cause.
Founded in 1975 as a not-for-profit, the HSF is a Latino scholarship organization. During the 2007-2008 academic year, HSF awarded almost 4,100 scholarships exceeding $26.7 million.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on September 17, 2008
By Hector Hereter
Hector Hereter
Photo: Hector Hereter
Senator John McCain and the Republican party in a bold political move (or should we say in a well asserted political marketing strategy?), provided the option to women voters that the Democrats discarded during the primaries; to place a female figure in the new administration at the White House.
If McCain is elected, this will be the first time in America History a woman will enter the Oval Office as an official team member with the potential to become president in case her boss passes away.
Click here to read the complete article
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
