Posted by Elena del Valle on October 19, 2011
Photo, graphic: Hispanic Association of Colleges and Universities (HACU)
Degree-granting academic institutions with Full-Time Equivalent undergraduate enrollments of 25 percent or more of Hispanic are defined as Hispanic Serving Institutions (HSIs) by the Higher Education Act. In 2010, there were 311 such institutions with an enrollment of 1,348,513 Hispanic students in post secondary non-profit schools, according to the Hispanic Association of Colleges and Universities (HACU), a 400-member organization founded in 1986 by 18 original colleges and universities to be “the champion of Hispanic higher education.”
HIS institutions receive 66 cents for every dollar allocated to other institutions of higher learning every year per student from federal funding sources. Although these institutions enrolled 16 percent of all students in post secondary non profit schools, and served 54 percent of all Hispanic students they represented 9 percent of non profit colleges and universities in the country.
John Moder, Ph.D., senior vice president and chief operating officer, Hispanic Association of Colleges and Universities
“Hispanic-Serving Institutions (HSIs) are playing the key role in Hispanic higher education, since these 300 institutions enroll more than half the Latinos in US colleges and universities. As the Hispanic college population has grown, so has the number of HSIs. Addressing the achievement gap or reaching the President’s goal of becoming number one in the world in degree attainment will require more attention to (and more funding for) these institutions that are already educating most the nation’s largest and fastest-growing minority population,” said John Moder, Ph.D., senior vice president and chief operating officer, Hispanic Association of Colleges and Universities, by email in response to a question about the importance of these institutions and the significance of their growth in the past decade.
Of the 311 HSIs in 2010, 152 (49 percent) were public two-year institutions, 65 public four-year institutions, 82 private four-year institutions, and 12 private two year institutions.
California, with 98 HSIs had the most such institutions of any state followed by 56 each in Puerto Rico and Texas, 23 in New Mexico, 15 each in Florida and New York, 13 in Illinois, 10 in Arizona, 6 in New Jersey, 5 in Colorado, 4 in Kansas, 3 each Massachusetts and Washington, 2 in Connecticut, and 1 each in Indiana and Oregon.
Posted by Elena del Valle on October 12, 2011
In 2010, 1 million Hispanics had an advanced degree
Photo: U.S. Census Bureau, Public Information Office (PIO)
The latest United States Census has broadened our knowledge of the national population including size and demographic trends, and provided a picture of the largest ethnic group’s growth. According to the Census, last year there were 50.5 million Hispanics in the country; they represented just over 16 percent of the population.
While the Hispanic market grew 43 percent in the last decade (2000 to 2010) the fastest growth for Hispanics was in the South and Midwest. More than three quarters of Latinos live in eight states: California, Texas, Florida, New York, Arizona, Illinois, New Jersey and Colorado.
The Hispanic population is younger than the mainstream. The median age among Hispanics is 27.4 for Hispanics.
When it comes to education there is room for improvement: 64 percent of Hispanic high school graduates ages 16-24 were enrolled in college in 2008, compared to 72 percent for non-Hispanic whites. In higher education the difference was greater: 13.9 percent of Latinos had a bachelor’s degree compared to 30.3 percent for the mainstream, and 4 percent had an advanced degree compared to 10.7 percent for non Hispanic whites.
In 2010, 2.4 million Hispanics including those in Puerto Rico were enrolled in college. Almost half (49 percent) of Hispanic college students attended a two-year institution compared to 37 percent of all college students.
Seen another way, in 2010, 63 percent of Hispanics 25 and older had a high school education or higher; there were 3.9 million Hispanics 18 and older with a bachelor’s degree or higher; 1 million Hispanics 18 and older had an advanced degree (see Educational Attainment in the United States: 2010 Detailed Tables)
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In 2009, 12 percent of college students, undergraduate and graduate students, were Hispanic; and 20 percent of elementary and high school students were Hispanic (see School Enrollment – Social and Economic Characteristics of Students: October 2009).
Posted by Elena del Valle on October 9, 2011
PPFA is currently seeking an experienced speechwriter. S/he will play an instrumental role in developing core speech content for the President of PPFA. This position will be responsible for drafting full length speeches, brief remarks, talking points and speech frameworks for the President and from time to time key senior staff. The Speechwriter will partner with the PPFA President, the Director of the OOP, the Vice President of Communications, divisional heads and other key leaders across the country to develop original content and ensure that key messages are consistently communicated across multiple channels (speeches/speaker forums, web, internal communications and events).
A full position description and application instructions may be found
at: https://plannedparenthoodext.hire.com/viewjob.html?optlink-view=view-59210
Applications are due by October 14, 2011.
Posted by Elena del Valle on October 9, 2011
Looking for a high-energy, self-starter to provide programmatic and administrative support to the Director of Latino Engagement at PPFA. The ideal candidate will be a natural organizer, who learns and processes quickly, can think on her or his feet and work with a wide variety of people coming from different backgrounds.
For a full position description and application instructions, please visit: https://plannedparenthoodext.hire.com/viewjob.html?optlink-view=view-63587
Applications are due by October 14, 2011.
Posted by Elena del Valle on October 3, 2011
2010 college population – click to enlarge
Marketers and businesses targeting college youth should be aware that the demographic profile of college students is shifting. For many this is not surprisingly given the 2010 United States Census results. Last year there were 320,000 fewer non Hispanic whites in college compared to the year before. At the same time, the number of Hispanics in college for the same period increased by more than the decrease of non Hispanic whites.
There are approximately 12.2 million students attending higher educational institutions in the United States according to the Census. Of those about 1.8 million are Hispanics attending for profit and non profit institutions.
In 2009, there were 2,286,261 Hispanic undergraduate and graduate students at non profit institutions in the United States and Puerto Rico. By 2010 that number had increased to 2,476,417 resulting in an increase of 190,156, according to the Hispanic Association of Colleges and Universities (HACU). That organization’s source of data is Integrated Postsecondary Education Data System (IPEDS), Pew Hispanic Center Reports, The Condition of Education 2011, and the Digest of Education Statistics 2010.
Antonio Flores, Ph.D., president and CEO, HACU
“We have seen a steady increase in the number of Hispanics entering higher education over the last several decades. The only surprising thing about this year’s increase is its size. Such a large one year increase in Hispanic enrollments underlines the importance of acting now to assure college and career readiness for this population which already makes up half of those entering the American workforce today but are still handicapped by low college attendance and completion rates,” said Antonio Flores, Ph.D., president and chief executive officer, HACU.
The Census data reflects 350,000 new Hispanic students attending college, a 24 percent increase between 2009 and 2010. That number is higher than the 190,156 increase above because it includes for profit and non profit organizations.
The largest increase of students in non-profit institutions from 2009 to 2010 was in California (71,952), Texas (52,464), New Mexico (5,538), New Jersey (5,428), and Florida (5,372). Hispanic student percentage distribution of fall 2009 enrollment: New Mexico, 42.4 percent; California, 30.3 percent; Texas, 29.7 percent; and Florida, 20.9 percent.
Posted by Elena del Valle on September 21, 2011
By Neil Tortorella
Neil Tortorella
Photo: Courtesy of Neil Tortorella
Press and public relations (P.R.) can be two of the most powerful tools in a business’ marketing toolbox. When managed correctly, they add significant credibility for both the business and its key employees. Plus, p.r. is often less expensive than advertising and can be more believable. From the audience’s point-of-view, a well-placed story, article or interview can be seen as a third party endorsement of the company and/or its leaders.
A public relations program should begin with a simple question – What are you trying to accomplish? When the answer is sharply focused, sensible, strategic and attainable goals can be developed. Just like your business’ overall marketing efforts it all starts with a plan. What steps must you take to get there? Becoming a household name overnight probably isn’t likely, although it can happen. Targeting some local, regional or niche recognition might be a little more achievable.
Click to read the entire article The Potent Power of Press Relations
Posted by Elena del Valle on September 19, 2011
Getloaded.com Spanish language website – click to enlarge
Photos: Formula PR Inc.
In the United States, 8.9 million people are employed in trucking-related jobs; of those nearly 3.5 million are truck drivers, according to Truckinginfo.net, an online portal for the trucking industry established in 1995. The portal’s Trucking Statistics page indicates there are 15.5 million trucks in the United States; one of every nine of the truckers is independent and the majority are owner operators.
Executives at Getloaded, an internet freight matching service, and PM Publicidad Partners, an advertising and marketing services company, believe there are many bilingual and Spanish dominant people among the 370,000 Hispanic truckers nationwide. This past July, they launched Getloaded.com/espanol, a Spanish language version of the main Getloaded website, hoping to capture their attention.
“Getloaded prides itself on innovation and we’re excited to expand our services to include a Spanish-language, cutting edge platform to better support our clients as they seek to grow their business and avoid ‘deadhead’ miles,” said Jon Stier, director of sales and marketing, Getloaded.
Jon Stier, director of sales and marketing, Getloaded
According to promotional materials, users of the new website will have access to the full functionality of Getloaded, including unlimited load searching and truck posting, freight holder credit scores, immediate notification when loads match their search criteria, and routing and toll information. Ten percent of the employees at Getloaded are Hispanic.
Eduardo Perez, president, PM Publicidad
“From the research results, we have concluded that while the majority of Hispanic truckers are bilingual, they seek and prefer resources in Spanish,” said. Eduardo Perez, president, PM Publicidad. “The project was a transcreation of the English site with the aim to make it relevant for the Hispanic consumer. It was important to us and Getloaded that it wasn’t simply a translation of the English version.”
In making the decision to transcreate all 30 pages of their website into Spanish they relied on the Newport Communication 2005 Latino Truckers Survey which estimated that Hispanics represent approximately 25 percent of the owner and operator trucking segment in the United States. Also, PM Publicidad conducted ethnographic interviews and a quantitative survey to learn more about the profile of the Hispanic trucker.
Posted by Elena del Valle on September 13, 2011
HispanicMPR.com podcast player
To mark its six anniversary HispanicMPR.com, an online forum and audio podcast for the exchange of information and ideas on business and Hispanic market topics for middle to senior executives, announced the top 25 interview podcasts downloaded in 2010.
The most downloaded podcast interviews of 2010 are, in descending order: Rupa Ranganatan (2007), John Mayerhofer, Laura Hernandez, Michele Valdovinos, Jaime Suchlicki, Ph.D., Matias Perel, Cynthia Nelson, Daniel Ayala, Carlos Santiago and Derene Allen, Derorah Ramirez, Martha Montoya, Liria Barbosa, Jose Reyes, Demian Bellumio, Mabel Valdiviezo, Teresa Iglesias Solomon, Maria Azua, Edna Chun, Ph.D., Carlos Alfaro, Antonio Otalvaro and Noah Otalvaro, Steve Bergsman, Gail Mills, Federico Subervi, Ph.D. and Diana Rios, Ph.D., Cynthia Hudson, and Kathleen Haley.
A comprehensive list of podcast guests beginning in 2006 may be found at https://www.hispanicmpr.com/podcast-list/
Started as a weblog for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), HispanicMPR.com provides news and information and expert audio interviews. Visitors may sign up for regular email updates, search the website for Hispanic market information; and listen to podcasts on the website’s audio player or download them to their MP3 or iPod players. More information on HispanicMPR.com is available online at https://www.hispanicmpr.com
Posted by Elena del Valle on August 31, 2011
Mercadito Midtown
Photos: TransMedia Group, Mercadito Midtown
Earlier this month, Rock Hard Taco, a Mexican cuisine restaurant with a So-Cal style atmosphere, opened in Boca Raton, Florida (scroll down for the Rock Hard Taco Mahi Mahi Tacos recipe courtesy of Rock Hard Taco). Not too far south in Miami Mercadito Midtown serves creative Mexican cuisine, especially tacos.
The Mercadito restaurant and its sister properties specializing in Latin American cuisine are owned and operated by Mercadito Hospitality, a company that has grown from a first New York City location in 2004 to four restaurants. The company, owned by Alfredo Sandoval, Felipe Sandoval and Patricio Sandoval, has a second restaurant in New York and one Chicago.
A dish at Rock Hard Taco
What down economy? You wouldn’t know there is a stagnant economy in the country by watching this company’s growth. Mercadito Hospitality, which also owns and operates Double A, an exclusive cocktail lounge next to Mercadito in Chicago, plans to open Tavernita, a second Chicago restaurant, this summer and a second one in Miami this fall. Company executives believe their success can be attributed to the innovative interpretations of traditional Mexican cooking of Chef Patricio Sandoval, and the complex flavored beverages on offer.
At the same time that ethnic food restaurants gain popularity nationwide (see Hispanic, Asian foods booming ) the popular food truck movement in urban areas and television cooking programs nationwide may be the continuing catalyst for at home trial of ethnic foods. It seems there is room for growth in varied ethnic food types, according to Ethnic Foods U.S. January 2011, a Mintel (a research company) survey released earlier this year.
Carnitos Tacos at Mercadito Midtown
The more consumers are exposed to foreign cultures and cuisines the more likely they may be to try preparing some of those dishes at home, especially this year when many families are eating at home frequently due to increases in unemployment and related issues. Mintel analysts believe consumers preparing ethnic foods at home are more likely to be of a nationality or heritage different than that of the food type they are preparing.
For example, although less than 65 percent of the population is Italian 65 percent of survey responders said that they prepared at least one Italian meal at home in the past month. Similar percentages were evidenced for other ethnic foods: Mexican (60 percent), Chinese (42 percent), Spanish/Tapas (17 percent), Japanese (16 percent), Greek (12 percent), Indian (13 percent ), Thai (12 percent), and Korean (8 percent).
Rock Hard Taco Mahi Mahi Tacos
Posted by Elena del Valle on August 24, 2011
The Mobile Consumer slide – click to enlarge
Photos: Briabe Mobile
A recently released report indicates mobile phones may play a significant role for moviegoers, especially Hispanics. According to the study results, Hispanics attend movies more frequently than other ethnic groups (these findings second those of a Nielsen study indicating Hispanics represent 28 percent of moviegoers), and many may be using their mobile devices to find theaters, movie times and reviews. The report found that 75 percent of Hispanic respondents said they go to the movie theater once a month, and 25 percent said see movies three times a month.
James Briggs, chief executive officer, Briabe Mobile
“This report proved to be a treasure trove of relevant information for both the entertainment industry and marketers, as it highlights numerous opportunities for deploying mobile strategies to successfully get Hispanic moviegoers into theaters,” said James Briggs, chief executive officer, Briabe Mobile.
Seventy-two percent of Hispanic respondent said they use their mobiles to make movie plans; 39 percent view trailers; 35 percent use it to discover movies; 28 percent find reviews; 14 percent buy tickets; and 55 percent use their phones to access movie information within the four hours just prior to seeing a movie, making the survey analysts believe the best time to approach Hispanic mobile phone users is within four hours of the start of the movie.
Justin Siegel, chief executive officer, MocoSpace
“Hispanics are some of the most highly engaged mobile consumers in the country,” said Justin Siegel, chief executive officer, MocoSpace. “This is why we’ve seen a consistent six-year increase in ad budgets for films and DVD releases shifting towards mobile, with campaigns specifically targeted at the mobile Hispanic consumer.”
The Mobile Consumer: Hispanics, Movies & Mobile, the mobile phone survey from MocoSpace and Briabe Mobile, was conducted June 2011 among 1,130 people including 425 Hispanic survey respondents. Briabe Mobile is a multicultural marketing agency and MocoSpace is a mobile entertainment website.
