Posted by Elena del Valle on August 10, 2011
Border wall at Buenos Aires National Wildlife Refuge, Arizona
Photos: Matt Clark, Border Patrol, Gerald L. Nino, U.S. Fish and Wildlife Service, Tom Smylie, Miguel de la Cueva
There are 368 miles of border between the country of Mexico and the State of Arizona. The federal government has already built 306 miles of fence along that border, 123 miles of pedestrian fence and 183 miles of vehicle fence. Per the Secure Fence Act of 2005, the federal government has already completed almost all of 651 miles of border fencing that were planned.
This fencing doesn’t include 82 miles of open border in Arizona, according to Patdollard.com. At the same time almost one third of the 1,950 miles of U.S. Mexico border lie within military, tribal, and public lands such as wilderness areas, national wildlife refuges, national forests, national monuments, state parks and hundreds of miles of national park lands (see Border Legislation, http://www.defenders.org/programs_and_policy/policy_and_legislation/border_legislation.php).
The cost of building a border fence on the U.S.-Mexico border ranges between $1 million per mile at its most affordable to as much as $15 million per mile, according to the Government Accountability Office (see Arizona seeks donors for border fence, Bloomberg News).
A Border Patrol agent sits next to an improvised fence seeking protection against rocks thrown from the Mexican side of the border
Feeling vulnerable by the three-hundred sixty-eight mile divide and fearing an “invasion” lawmakers in Arizona passed a law to raise as much as $50 million from private donors to build a border fence with inmate labor support. Build the Border Fence is the state’s fundraising campaign led by Senator Steve Smith and signed into law by Governor Janice K. Brewer with an effective date of July 20, 2011.
As of this writing, the campaign website hosted at Arizona’s Official Web Site, buildtheborderfence.com, lists 2,610 visitors and donations of $118,790. The website indicates that “The border fence constructed in Yuma, Arizona successfully thwarted 93 percent of all illegal crossings in that area. This proves that fences do in fact work!” It also states that “There have been over 35,000 deaths and murders along the U.S. Mexican border since 2006.” No sources for the data are included.
The U.S. Mexican border, Mexico is on the right side of the photo
There are two main sections that need fences in Arizona, Mathew Benson of the governor’s office explained by phone. A Yuma section which has proven to be effective and a Tucson section which only has vehicle barriers and needs reinforcement of “secure fencing” with an approximate cost of $3 million per mile. He was unaware of the number of miles of fence planned or the timeline for the project. He pointed out that the timeline would relate directly to the amount of money raised by the campaign.
“The word of people who live on the border,” Benson said when asked what information the state relied on to launch the campaign. “There is continued traffic of human traffickers and drug smugglers. It is a continuing issue. It is a difficult thing to get a figure for because it occurs in the shadows.”
The immigration numbers are down since the economy is down, he indicated. He also said that the number of illegal immigrants decreased in the Yuma section of the border since the federal government erected the fence.
A jaguar, one of the species affected by the border fence
Some believe America’s southern border is safe and well guarded. A July 25, 2011 The Washington Post article concludes: “Like it or not, the border is a much safer and better monitored place than it has been in many years, and the trend lines promise more of the same (see Illegal immigration is way down and falling fast).” In addition to skepticism from those who believe the fence’s role in controlling illegal immigration is unproven and uncertain (see Noborderwall.com and Sierra Club Borderlands Campaign http://arizona.sierraclub.org/conservation/border/index.asp) there are those concerned about the environment. In Arizona, the Border Patrol estimated that 39 species protected or proposed to be protected under the Endangered Species Act are affected by its operations (see Wildlife and Border Policy, http://www.defenders.org/programs_and_policy/habitat_conservation/federal_lands/border_policy/index.php).
Defenders of Wildlife and the Sierra Club challenged the “short-sighted decision to build a wall through the San Pedro NCA, which is one of the American Southwest’s most unique and biologically diverse areas” in 2007. Defenders of Wildlife, dedicated to the protection of all native animals and plants in their natural communities, has more than 900,000 members and activists. The Sierra Club is one of America’s oldest, largest and most influential grassroots environmental organizations.
Matt Clark, southwest representative, Defenders of Wildlife
“The news is not good for wildlife. (There is) not only a loss of habitat but also wildlife fragmentation (disconnected pieces, wildlife corridors that were affected by the wall). I don’t think the state should be proud of this program because of the extensive damage that it will do to the environment and wildlife,” said Matt Clark, southwest representative, Defenders of Wildlife by phone. “At the end of the day it’s a lose lose for the environment. The state should use inmate labor to take down the damaging sections of the wall.”
Mobility of ocelots in the fenced areas may be affected
Clark, coauthor of an article about the impact of the fence on area wildlife, explained that among the fauna affected are endangered and rare species like jaguars and ocelots (see Rare ocelot photographed near Sierra Vista, thrilling scientists by Tony Davis, Arizona Daily Star February 10, 2011) which have been sighted in Arizona as well as more common ones like mountain lions. He is concerned that by interrupting animal corridors and disrupting habitats the fence may affect genetic diversity and in the cases of rare animals with small populations lead to inbreeding (see United States border fence threatens wildlife by Melissa Gaskill).
“It’s a very good question and one we’re working on right now,” said Jose Viramontes, spokesperson, southwest region of the U.S. Fish and Wildlife Service by phone in response to a question about the impact of the federal fence on wildlife in the region and specifically in Arizona. “We actually are experiencing cross border migration among species that we know occupy the area. Fences in general are not good for wildlife.”
Posted by Elena del Valle on August 3, 2011
Carlos Santana at Casa Noble
Photos: Casa Noble
A family distillery that manufactures Single Estate Organic tequila exported to 23 countries has teamed up with Carlos Santana to further its reach. The famous musician became part owner and board member of Casa Noble and will use his name to promote the tequila brand with 60 percent of its worldwide sales in the United States.
Although the details of the deal were not made public plans are in place, HispanicMPR.com was informed by email, to promote the brand through public relations strategies and social media. The owners, the Hermosillo Family, will be working personally with Santana around his concerts and directly with accounts and distribution to generate interest and awareness about Casa Noble.
“We also plan on creating an event where Carlos will participate and can have direct contact with Casa Noble fans. We want to let everyone know that the passion that he has for his music translates to the passion we all have for Casa Noble,” said Jose Hermosillo, chief executive officer, Casa Noble.
To date Casa Noble has relied on print media efforts to reach its target audience divided evenly between genders mainly in Mexico and the United States. Executives at the company are believers in community outreach, tastings and special events. The company has offered Fine Tequila Tastings in many areas in United States and Mexico. The Casa Noble brand has been represented in events such as the launch of Rolls Royce Fantom in the United States, the Guggenheim Aztec Exhibition, and Virgin Galactic party in Los Angeles, California.
“We have come together because I love the Tequila,”said Santana in a press release. “Passion, dedication and integrity is what attracted me to Casa Noble Tequila. I feel at home with my new family at Casa Noble. They strive for excellence and don’t take shortcuts. Just like the music of Santana, one note or one drop… they are the same thing. You have to feel each note from your heart. Casa Noble and my family have the same origin, Jalisco, Mexico. My family roots date back to the 1700’s in Jalisco. My father is a Huichol Indian. When I visited the distillery, I immediately felt spiritually connected to the Hermosillo family and Casa Noble. Together we celebrate the gift of life and all of the blessing that come with it. Together we can all make a difference in the world.”
Jose Hermosillo, CEO, Casa Noble
“Of course, Hispanics are a very important segment for us, they know tequila and enjoy hi(gh) quality tequila and are willing to pay more for it,” said Hermosillo when asked about the importance of the Hispanic market.
Casa Noble representatives have been in attendance at consular events in Washington, D.C. and Dallas and Latino leader events. The company has a Spanish language website and Spanish language point of sale materials in Hispanic areas of the country.
“Santana’s love for the spirit of Casa Noble and his commitment to this new partnership is exciting for everyone involved with our brand. Santana’s personal philosophy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas. The linkage between Casa Noble and Carlos Santana will create broader recognition that Casa Noble’s triple distilled, organically certified tequila is truly one of the finest ultra premium spirits,” said Hermosillo.
“We have been exploring this partnership for some time. This is a natural synergy; Casa Noble Tequila is deeply rooted in the pursuit of quality, craftsmanship and tradition. Santana through his life and his music has dedicated himself to those same values which are the key motivators behind this alignment.”
Casa Noble tequila is made in Mexico and has a Denomination of Origin (like wines) which specifies that it can only be produced in the state of Jalisco and parts of four other states. The company, now owned by the Hermosillo Family and Santana, has its distillery in the City of Tequila, Mexico and offices in Guadalajara, Mexico as well as in the United States. Its Asia base is in Singapore and its Europe base is in Germany.
Casa Noble tequilas, Crystal, Reposado, and Añejo, are made with blue agave, estate grown, picked and harvested by hand. After harvesting the plant is cooked in a traditional stone oven, leading to a natural fermentation and followed by distillation in traditional pot stills. After aging in French white oak the tequila is hand bottled at the estate. Santana has sold 90 million records and reached 100 million fans at concerts worldwide. The musician has won ten Grammy Awards, including a record-tying nine for a single project.
Posted by Elena del Valle on August 1, 2011
AARP Retirement Calculator in Spanish – click to enlarge
Photo: AARP.org
In October 2010, the American Association of Retired Persons, known more commonly as AARP, launched a retirement calculator as a retirement planning tool for its members. To date about one million people have made use of the online calculator. There are one million Hispanic AARP members among the organization’s 37 million members. Since older Hispanics are among the fastest growing segments of older people nationally it makes sense to target them.
Some believe reaching out to them in Spanish is a good way to do so. Earlier this month, AARP announced the launch of an online Spanish-language version of the original retirement calculator targeting some of the nine million (according to Diversitycentral.com) older Hispanics at aarp.org/calculadorajubilacion.
Rocky Egusquiza, vice president, Multicultural Markets, AARP
“With the launch last year of our bilingual Web site, Hispanics and Latinos 50+ have grown to expect high-quality content and trusted information from AARP,” said Rocky Egusquiza, vice president, Multicultural Markets, AARP. “This calculator continues to build on that promise and gives our growing Hispanic audience another tool to plan for their retirement security for themselves and for their families.”
According to AARP promotional materials, “Research has shown that using a tool like a retirement calculator can help people focus on the steps many need to take to get their financial lives in order.” The idea the organization’s staff have in mind is for users to rely on the AARP Retirement Calculator to evaluate their situation and figure out how to reach their retirement goals.
Andres Castillo, senior advisor for Education and Outreach, AARP
“For many, the first step to a secure financial future includes assessing when they can retire and what is needed to do so,” said Andres Castillo, senior advisor for Education and Outreach, AARP. “Whether an individual is starting at square one or needs to re-evaluate their original plans, the AARP Retirement Calculator is a tool that can help them determine where they stand and what they need to do next.”
The new calculator features a narrative, step-by-step design that AARP marketers expect will find the same popularity as the English language calculator has had to date. “We would hope, percentage-wise, that usage would mirror the English-language calculator,” said an AARP spokesperson.
At the end of the process users will be guided to additional AARP tools and resources about Social Security, financial planning and other aspects of retirement. The organization for retirees relied on its findings from a January 2010 survey by AARP, in collaboration with the National Hispana Leadership Institute and impreMedia to launch the AARP Spanish language Retirement Calculator. The survey was to a nationally representative general sample of 1,002 adults ages 45 and older and a targeted sample of 400 Hispanics ages 45 and older.
AARP, a nonprofit, nonpartisan organization targeting people fifty years of age and older for membership, produces AARP The Magazine with a circulation of 35.1 million. It also publishes AARP Viva, a bilingual U.S. publication targeting older Hispanics.
Posted by Elena del Valle on July 26, 2011
Summary:
The Marketing Communications Department operates as an “in-house” agency creating and implementing content and creative for all marketing and sales support programs. The ideal candidate will have at least seven years experience in a marketing and communications role, preferably in non-profit or services. He/she must possess a professional “can-do” attitude and work collaboratively across functional teams.
Click here to read the entire Marketing and Communications Senior Manager
Posted by Elena del Valle on July 11, 2011
P.F. Chang’s at Sawgrass Mall in South Florida, one of many Asian restaurants across the country
Photo: HispanicMPR
Do you feel like having some Mexican food for dinner tonight? How about something Asian or Indian, Creole, Mediterranean or Middle Eastern? If you said yes, you are among a growing number of Americans opting for ethnic meals. In the past five years growth, after inflation, of ethnic foods increased 6 percent. In 2010, ethnic food sales were $2.4 billion. This growth is considered by some researchers healthy for that time period, especially in comparison with other food types.
In addition, sales of ethnic foods may increase 10 percent (or 19 percent without taking inflation into account) in the next five, according to Ethnic Foods U.S. January 2011, a report by Mintel, a research company. Mintel researchers and analysts believe the increase is due to a combination of a diverse population in the United States, a resurgence of home cooking resulting from the recession, bubbling interest in international foods prompted by travel and cooking shows, and increases in ethnic menu items.
Although Mexican/Hispanic food products continue to be the largest segment of the ethnic foods market, accounting for 62 percent of food, drug and mass market sales, this segment only exhibited a 1 percent growth in 2009-10. The second largest ethnic market, accounting for 29 percent of sales, is Asian foods. This segment grew the most between 2009 and 2010, almost 5 percent. In the last five years (2005 to 2010), this market segment increased by 39 percent compared to the rest of the market which grew a modest 13 percent in comparison.
The growth of chain restaurants serving ethnic foods across the United States seems to reflect these trends. For example, late last year there were credible reports that Panda Express, a fast food restaurant chain, planned a 70 percent growth over the next five years, from 1,350 to 2,300. Chipotle, the booming Latino organic fast food chain, also announced plans to open an Asian restaurant similar to the Chipotle model for the second half of 2011. P.F. Chang’s China Bistro owns and manages 200 Chinese American cuisine restaurants nationwide, according to the company website.
Posted by Elena del Valle on June 27, 2011
Juan Carlos Basabe, director, International Sales, Viajes El Corte Ingles
Photo: Enrique Tubio
Viajes El Corte Ingles, Inc., the United States arm of El Corte Ingles, S.A., a Spanish travel services company, recently expanded its operations by opening new headquarters in Miami, Florida, and launching tripcruises.com, an English language cruise oriented website.
The company first established operations in the United States in March 1987. In 1997, Viajes El Corte Ingles opened a branch office in Miami to serve clients coming from Spain to Florida and corporate clients already in Florida.
Viajes El Corte Ingles has as many as 25 employees depending on the time of year. The company targets travelers with “medium to high purchasing power,” according to Juan Carlos Basabe, director of International Sales, Viajes El Corte Ingles, who responded to questions by email.
Although decision makers at Viajes El Corte Ingles did not conduct research prior to the recent expansion they relied on their belief that there are “increasing numbers of U.S. visitors to Europe and particularly Spain.”
tripcruises.com homepage – click to enlarge
The company moved its headquarters to Miami this year because of the city’s strong position as a cruise port which was was appropriate for the new website tripcruises.com; to offer its services to the multinational Spanish and European companies with offices in Florida; and because of the “huge Spanish-speaking clientele in Florida.”
Posted by Elena del Valle on June 22, 2011
While many people worry about the state of the economy, unemployment (5 million jobs were lost in 2009 alone), outsourcing overseas and inflation a miniscule group is thriving in corporate America. Among some Standard & Poor’s 500 companies chief executive officers (CEOs), especially those in the entertainment industry, life is increasingly good. That is because they were compensated (e.g. salary, bonuses, perks, stock options) more handsomely in 2010 than in 2007 when the economy and the stock market were thriving and unemployment was half of what it is now.
Their executive compensation was 24 percent higher and in some cases much more than a year earlier. The average reward for CEO work in 2010, according to an Associated Press analysis based on Equilar (an executive compensation firm) data, was $9 million. That was the highest average CEO compensation on record since the media company began its analysis in 2006 (what are the chances it was higher prior to that?).
Employee salaries did not remain stagnant over the same time period. Pay increased 3 percent or twice the rate of inflation for workers in 2010, reaching an average of $40,500. To put that into perspective the average wage of an employee was less than one-half of one percent of what the typical CEO was paid, according to that analysis.
According to a The Washington Post article published this week, “The evolution of executive grandeur — from very comfortable to jet-setting — reflects one of the primary reasons that the gap between those with the highest incomes and everyone else is widening.” The article goes on to say that in 2008 the top tenth of one percent of the population received more than 10 percent of the personal income ( $1.7 million or more) in the country, including capital gains, and the top one percent accounted for more than 20 percent.
An analysis of tax returns by economists Jon Bakija, Adam Cole and Bradley T. Heim points to executives from companies in a broad range of industries. Of the highest earners 41 percent were executives, managers and supervisors at non-financial companies. Almost half of them made their income from their ownership in privately-held firms, 18 percent were managers at financial firms or financial professionals. Almost 60 percent fell into those two categories.
The Associated Press analysis indicates some executives received a significantly higher compensation package than in previous years. For example, the CEO of Viacom (owner of MTV, Nickelodeon and Paramount) was the best paid from the list in 2010. He had a benefits package worth $84.5 million or two and a half times better than the previous year. Six of the top ten paid CEOs were from the media or entertainment industries. They are the CEOs of CBS, Discovery Communications, Comcast, Walt Disney, Time Warner and Viacom.
The companies with the top 10 compensated CEOs, according to the Associated Press research, are (in descending order): Viacom, Occidental Pretroleum, CBS, Discovery Communications, Freeport McMoran Copper and Gold, Stanley Black and Decker, Comcast, Walt Disney, Ford Motor, and Time Warner.
Posted by Elena del Valle on June 1, 2011
Porter Novelli Hispanic Infographic – click to enlarge
Photos: Porter Novelli
Following the 2010 Census numbers release everyone seems to be weighing in on the importance of the Hispanic market. How much companies will allocate in the form of budget dollars to the growing diverse markets, including Hispanics, remains to be seen. In the meantime, the impact of growing diverse markets, especially Hispanics, on the nation appears to be catching the attention of many.
For example, touting the value of Hispanics as a trillion dollar market Porter Novelli, an international public relations group, recently announced Census: It’s All in the Numbers, a 15-page white paper released online designed to explore “the dramatically increased buying power and influence of the Hispanic market in the U.S.”
Julie Winskie, global president, clients, Porter Novelli
“Clearly, brands and businesses can no longer afford to ignore the Hispanic market,” said Julie Winskie, global president, clients at Porter Novelli. “It is a $1 trillion market that is growing not just in numbers, but in the all-important use of digital media. Despite the transformative impact that kind of buying power and digital sophistication could have on businesses, nearly 50 percent of U.S. brands still don’t include Hispanics in their marketing mix. That’s more than just a missed opportunity, ignoring this market could have serious consequences for the bottom line.”
The white paper includes comments by three Porner Novelli executives and highlights what the United States Census numbers revealed: that 51.2 million Hispanics are the fastest growing market segment in the country, representing one in every six residents. Starting with Sonia Sroka, senior vice president, director, Hispanic Marketing who paints a big picture of the national market, the three public relations practitioners point out that this growth represents a 42 percent increase from a decade ago when the last national count took place. Sections include The Numbers Don’t Lie, Who We Are, Where We Live, Living the Digital Life, and The Latin Influence.
Ilene Smith, M.S., R.D., executive vice president, director, Food and Nutrition, addresses food and beverage marketing to Latinos; Susan Hayes, partner, director, Global Health, addresses health care marketing to Hispanics.
Sonia Sroka, director, Hispanic Marketing, Porter Novelli
“As the new Census figures reveal, the Hispanic population in the U.S. is now nearly 51 million, one in every six U.S. residents,” said Sonia Sroka, senior vice president, director of Hispanic marketing at Porter Novelli. “That’s a 42 percent increase since the last Census in 2000. And 75 percent of Hispanic adults fall within the powerful 18 to 49 demographic, compared to just 56 percent of non-Hispanics. Brands that don’t engage this market risk severely limiting their own growth. But in this issue of Amplify, we don’t spend too much time on why to engage Hispanics, smart marketers already know why. We explore how to effectively engage them, in particular in the areas of food and beverage marketing and health care.”
Founded in 1972 Porter Novelli, part of Omnicom Group Inc., has 90 offices in nearly 60 countries. According to a company spokesperson, Porter Novelli has a strong Hispanic market practice, “activated” in 2000, based out of New York, with additional team members in Los Angeles, Miami, Washington, D.C. and Austin, and operating as a dedicated practice area within Porter Novelli. Citing company policy (“In adherence to Omnicom policy, we do not disclose agency wide consolidated financial information to any entity.”) the spokesperson, who responded to questions by email, declined to identify the number of employees in the Hispanic division of the company, the percent of Hispanic market business or the percent of overall revenue from Hispanic market work.
Posted by Elena del Valle on May 23, 2011
Eduardo Gamarra, Ph.D., managing partner, Newlink Research
Photo: Newlink Research
According to the results of Latinos’ Emotional Connection with Companies and Brands, a 2011 survey conducted by Newlink Research and released recently, the majority of adult Hispanics polled favored companies with Latino community involvement. The study, commissioned by Garcia Trujillo Holdings, LLC, was designed to explore whether perceptions about the way in which domestic large companies and brands treat Hispanics affect the ability of those companies to attract United States Latinos as consumers.
More than 66 percent of survey respondents said they would be more inclined to buy products and services from, and 64.7 percent said they would be even be more loyal to, companies that demonstrate a strong and visible commitment to the Hispanic community.
“Considering that Hispanics make up about 16 percent of the population of the United States and that over the next four decades they will represent the largest growing market segment, U.S. companies should begin to take into account this enormous gap and begin to structure responses that prepare them for the future,” said Eduardo Gamarra, Ph.D., managing partner, Newlink Research and professor at Florida International University. “Hispanic human capital already represents an enormous underutilized resource.”
Researchers concluded that although 59.3 percent of the consumers surveyed said they believe the Hispanic market is important to companies and brands in the United States almost 42 percent of respondents also believe those companies have little respect for them as consumers. Most (94 percent) of the respondents to the survey said they would like companies to have Spanish speaking spokespeople in their advertising and information campaigns and 15.5 percent would welcome products and services designed for Latinos.
At the same time, many respondents, more than 60 percent, said they believe Hispanic workers face serious obstacles to advancement; and 42 percent thought companies provide poor growth opportunities for Hispanics. Nearly 60 percent indicated they believe language and a college degree (21.7 percent) are the main obstacles. Many of the survey takers, 60 percent, said they believe companies are committed to their Latino employees but that few (less than 10 percent) of those employees are likely in management or leadership roles in companies in the United States.
The survey was conducted among 1,100 adult Hispanic consumers residents of the four districts with the greatest concentration of Hispanics in the United States (Southeast, Northeast, Southwest and West) between January 24 and 29, 2011. Bilingual operators conducted 15-minute interviews in English or Spanish according to the preference expressed by individual respondents. The sample took into account standard age, gender, and national origin parameters.
Garcia Trujillo Holdings, LLC offers strategy, execution, organization, and mergers and acquisitions consulting services. Newlink Research is part of Newlink Group, a family of communications and business services firm focused on the United States Hispanic market and Latin America. Newlink America is the U.S. Hispanic division founded and run by Jorge Ortega and Eduardo del Rivero.
Posted by Elena del Valle on May 18, 2011
Hispanic Internet Use Location by Language – click to enlarge
A large majority of Hispanics with an income of $50,000 and higher is likely to use the internet while only 59 percent of Hispanics earning $25,000 and under is likely to do so, according to the recently released results of a Mintel survey.
In the same report Mintel indicated that members of blue collar Hispanic households that responded to the survey exhibited minimal internet usage. Many of the individuals in these households worked in positions that did not require use of a computer or access to the internet.
Acculturated Hispanics who live in a household where at least some English is spoken are more likely to surf the web than their less or least acculturated Spanish dominant counterparts, according to the Mintel findings. Most (95 percent) of adults in English only households use the internet compared to only just over half of adults in Spanish only homes.
The researchers believe these Spanish dominant and low income Latino market segments are rife with marketing opportunities for internet use and promotion. Mintel, an international research company, surveyed 531 nationally representative U.S. Hispanic respondents aged 18 and older in October 2010 used to prepare the report, Hispanics Online.
