Posted by Elena del Valle on February 1, 2008
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Women That Win selected Hispanic Marketing & Public Relations (HispanicMPR.com), Business of the Month for February 2008. As part of the recognition, HispanicMPR is featured on the Women That Win homepage and in the Business of the Month page.
Business of the Month features include a company overview, information about the business’ community involvement and recognitions, when and why the business owner established the business, accomplishments she is most proud of, and advice for women thinking of starting a new business.
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
“I am the founder of this wonderful organization that is helping women, including the many Hispanic women in the U.S., take their careers and lives to the next level. As a woman who began working at the ripe age of 12, I understood very young the power behind a good work ethic,” said Kellie Kuecha, president of Women that Win
Previous Business of the Month companies include The Healing Center, LLC, The Fae Group Graphic Design Company, NuBarter, Judy Martin Speaks.com, Women with Dreams and Zable Fisher Public Relations.
Boca Raton, Florida based Women that Win is dedicated to women’s empowerment. The company offers educational seminars and networking forums to help entrepreneurial women define, develop and achieve their personal and professional goals.
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 competion with “Hispanic Projections”
Posted by Elena del Valle on January 30, 2008
Actor Eduardo Verástegui and Charles Ogilvie, director of Inflight Entertainment and Partnerships, Virgin America
Photo: Virgin America
Virgin America is offering passengers Spanish-language independent films and television program as part of its Red Inflight Entertainment System. According to promotional materials, the discount airline offers the most foreign language films and television entertainment content on any U.S. domestic airline.
Virgin America launched service on August 8, 2007, and already has had 100,000 passengers. It has agreements with Disney, Fox, Paramount Pictures, NBC Universal Studios, Venevision International, Sony Pictures Entertainment, Terry Steiner International and Warner Brothers to provide major theatrical content at every seat and all its flights through its interactive in flight entertainment system. In addition to English language choices, the company boasts of film, television and audio programming in Cantonese, Mandarin, Japanese, Korean and Spanish.
Spanish-language offerings planned for this year on Virgin America flights to San Francisco, Los Angeles, New York, Washington DC, Las Vegas, San Diego and Seattle include: “Bella,” a film; “Mujeres Infieles” (Unfaithful Women), courtesy of Venevision International; and two programs from Florida based WSBS Mega TV, “El Circulo”and “Xpediente.”
“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 information on “Best in Class Hispanic Strategies” audio recording
“As the only California-based airline, we want to our entertainment line-up to be as diverse, sophisticated and smart as our guests,” said Charles Ogilvie, director of Inflight Entertainment & Partnerships, Virgin America. “Finding compelling Spanish-language content is a priority and we’ll continue to search out cutting-edge projects at Sundance and beyond. We’re thrilled that award-winning films like ‘Bella’ with acclaimed actor Eduardo Verastegui can be seen in their native language on Virgin America.”
“Bella” will premier on Virgin America in April 2008. The film recently won the People’s Choice Award at the Toronto Film Festival and the filmmakers were honored with the Smithsonian Latino Center’s prestigious Legacy Award.
“Mujeres Infieles” was directed by Rodrigo Ortuzar and features Maria Jose Prieto. In “El Circulo,” host Ana Remos showcases parties and elegant homes. In “Xpediente,” host Allan Villafana, examines unsolved cases.
“On long-haul flights we find that more than 90 percent of our passengers engage with Red, our in-flight entertainment system. A large percentage of those guests may do something either on-demand (movie, video, music video, or short film) or might listen to or watch a linear channel. In both areas we have multilingual content,” said Abby Lunardini, director of Corporate Communications, Virgin America.
Red offers passengers 25 on-demand films, live TV, audio music entertainment including the ability to compile individual play lists, videogames and meals on-demand. Virgin America is a San Francisco based low-fare carrier. Executives for the airline hope to serve 10 cities within a year of operation, and up to 30 cities within five years.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on January 22, 2008
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Do young Hispanics like to receive promotional offers by email? Chicago-based Mintel staff believe that is true, at least when compared with other groups. According to a survey conducted in English by Mintel Comperemedia, Hispanics welcome email communication from companies they know up to 11 times a month. Non-Hispanic consumers only tolerate such emails up to 7.4 times a month.
Mintel’s findings are based on a statistically representative panel of the U.S. population. Mintel representatives surveyed 1,000 people online in August 2007 in English.
“The Hispanic population is very receptive to email as a means of marketing,” said Carmen Curran, senior email analyst at Mintel Comperemedia. “Hispanics tend to spend more time online than the general population, so receiving information and offers through email makes sense to them. Email fits well into their lives.”
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
In a 2006 Online Banking report, Mintel found that Hispanics spent an average of 9.2 hours online at home each week, nearly 10 percent more than the 8.5 hours spent by the general population. Their findings indicate 84 percent used Internet banking services in 2006; only 78 percent of the online population as a whole liked online banking.
Mintel Comperemedia’s recent survey found that younger adults are more open to receiving email communication from companies they know. Adults under 34 who responded to the questions want everything from new offer notifications to account alerts to special promotions via email.
“In 2008, we expect to see more companies using email to market products and services to Hispanic consumers,” said Curran. “With their high Internet usage and stated preference for email communication, email marketing seems to be one of the best alleys into the Hispanic population.”
Mintel Comperemedia is a competitive media monitoring service that analyzes direct mail, email and print advertising trends. Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on January 17, 2008
Democrat Hillary Clinton
Photos: Richard Phibbs, JoinRudy2008.com
A recent survey, released by Avanze, Inc. in partnership with ImpreMedia, identifies Democrat Hillary Clinton and Republican Rudy Giuliani as top preferences for presidential candidates among Hispanic voters. The survey was conducted over 539 telephone interviews among a representative sample of Hispanic registered voters in California, Texas, Florida, New York and Illinois between November 27, 2007 and December 2, 2007. Respondents were asked about issues that they consider important in their decision making on Election Day 2008.
The top five issues these registered voters expected to take into account when they decide on a candidate are, in order of priority, the war in Iraq, immigration, the economy, healthcare and education. Issues that were culturally troublesome to some Hispanics include the death penalty, abortion and same-sex marriage. At the time of the survey, Democrats were in the lead for presidential candidacy support. Hillary Clinton had the support of 42 percent of registered Hispanics surveyed.
Rudy Giuliani was the favorite among registered Hispanic Republicans, with a 23 percent preference; followed by Fred Thompson, John McCain, Mike Huckabee and Mitt Romney, all with slightly less than 5 percent support. Among Democrats, 55 percent of registered voters had an early interest in Hillary Clinton followed by Barack Obama with 6 percent. Bill Richardson, Joe Biden and John Edwards received 5 percent support.
Republican Rudy Giuliani
At the time of the poll, 35 percent of Hispanic voters were undecided. This wide margin presents opportunities for Republicans to tip the scales; and Democrats to maintain their lead, depending on how the parties navigate the social, economic, and particularly, the immigration issues important to Hispanics.
“As the U.S. Hispanic population continues to grow, so do citizenship rates and voter registration. As a result, the struggle to persuade Hispanics to vote continues. The opportunity for either party is the one third of the Hispanic vote that is still undecided. Despite the widely varied origins, experiences and opinions, this group remains a rich source of votes for the candidates and parties that address the issues important to them and communicate in ways that are culturally relevant,” said Everett Hernández, president of Avanze, Inc.
Survey findings show that Latinos surveyed favor Democrats thanks to their position on immigration, the economy, healthcare and Iraq by a majority of Hispanic voters regardless of party affiliation. Independent Hispanics represent 15 percent of Latino voters. Independents who responded to the survey believe Democrats’ position on the immigration amnesty issue, the economy and the withdrawal of troops from Iraq was weak. Republicans could try to take advantage of this perceived weakness but risk alienating conservative non Hispanic voters, especially on immigration issues.
One in five registered Republicans favor a Democratic candidate, while at the time of the poll 44 percent did not yet have a preference. Registered Independents preferred a Democrat by a 5-to-1 margin, but more than one third were still undecided. Overall, respondents preferred a Democratic president by a margin of more than 3-to-1 (72 percent versus 20 percent).
Avanze is a San Diego, California public opinion and market research company focusing on multicultural markets. ImpreMedia is a Spanish language news and information company in the United States.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on January 16, 2008
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Chart: Tomás Rivera Policy Institute
The Tomás Rivera Policy Institute (TRPI) at the University of Southern California estimates that 9.3 million Latino voters will vote in the 2008 presidential elections. That represents an increase of more than 1.7 million voters or 23 percent when compared to 2004. Institute researchers believe that even in states without a significant Latino presence such as Nevada, Pennsylvania, and Washington, there may be thousands of new Latino voters in 2008.
“As the U.S. Latino population surges, we are seeing increases in registration and voter turnout due to increased naturalization numbers by Latino immigrants beginning in the 1990s and Latino youth coming of voting age” said Harry Pachon, Ph.D., president of the Tomás Rivera Policy Institute.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
The potential impact of a Latino voting bloc is particularly high in states with large concentrations of Latinos. For example, in California, 3.1 percent of Latino voters can result in a 1 percent change in the state’s presidential election results. In Florida, 4.5 percent of Latino voters can create a 1 percent statewide shift in the vote.
“Even with such substantial increases, Latinos must significantly increase their rates of registration and voting in order to influence the election’s results,” said Rudy de la Garza, vice president, TRPI.
Founded in 1985, the Tomás Rivera Policy Institute (TRPI) advances informed policy on key issues affecting Latino communities through objective and timely research contributing to the betterment of the nation. TRPI is an affiliated research unit of the University of Southern California School of Policy, Planning, and Development and is associated with the Institute for Social and Economic Research and Policy at Columbia University.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
Posted by Elena del Valle on January 14, 2008
Liria R. Barbosa, research director, C&R Research
Photo: C&R Research
A podcast interview with Liria R. Barbosa, research director, C&R Research is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Liria discusses Hispanics’ perspectives on advertising with Elena del Valle, host of the HispanicMPR.com podcast.
Liria joined C&R in 2005 bringing with her tri-lingual and multi-cultural moderating and analysis expertise. A native of Sao Paulo, Brazil Liria spent several years studying and working in Mexico. At Cultural Access Group, as well as at Synovate, she was responsible for multi-ethnic qualitative studies focusing on U.S. minority, Latin America and Caribbean markets.
Liria has experience working with household cleaners, automotive, financial services, telecommunications, pharmaceuticals, alcohol beverages and health and beauty aide projects. She has moderating experience in English, Spanish and Portuguese.
Liria has a Bachelor of Science degree in Business Administration majoring in International Business from Barry University in Miami, Florida. She has also attended courses at the Burke Institute and Riva.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Liria Barbosa,” 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 January 2008 section of the podcast archive.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
A video message in Spanish from one of our sponsors
Posted by Elena del Valle on January 11, 2008
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Photos, videos: Revolucion Hispanic Communications
According to the Administration for Children and Families, 300,000 children enter the United States foster care system each year. There are currently 514,000 children in the foster care system and 115,000 of these are available for adoption. At the same time, the majority of those in foster care are children of color and 15 percent of the children waiting to be adopted are Hispanic.
To address this issue and encourage Spanish-speaking Latinos to consider adoption from the U.S. foster care system, Revolucion Hispanic Communications and the Ad Council joined efforts to create the agency’s first pro bono Spanish language public service ad (PSA) campaign for AdoptUsKids. The new PSAs highlight the emotional and psychological rewards of adoption by showcasing everyday special family moments.
The tag for the campaign, created in partnership with the U.S. Department of Health and Human Services Administration for Children and Families with the Collaboration to AdoptUsKids, is Completa una vida. Completa la tuya. (“Complete a life. Complete your own.”). Scroll down to watch three new AdoptUsKids public service announcement videos.
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“I am confident that this new campaign will remind the Hispanic community that there are every day rewards with adopting a child and providing them with a loving home,” said Peggy Conlon, president and chief executive officer of Ad Council.
The new adoption ads were distributed to more than 28,000 media outlets nationwide on Wednesday, December 12 through donated media space. The multi-media program includes Spanish-language television, radio, and print public service announcements (PSAs) issuing a national call-to-action in the messaging itself.
“Adoption messaging has been focused traditionally on creating an emotional connection to the children,” said Federico L. Mejer, chief strategy officer at Revolucion. “However, the adoption experience is extraordinarily powerful for the adoptive parents as well, and we felt that the most compelling approach to promoting adoptions among Latinos was to focus on the parents’ sense of fulfillment.”
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
“You can’t really draw a comparison between general market and Hispanic advertising and media. When we produce PSAs for the Hispanic community, we develop culturally relevant ads that are based on consumer insights with the target audience,” said Ellyn Fisher, director of Corporate Communications of Ad Council, when asked how Hispanic announcements are received compared to how general media announcements are received. “We also distribute the PSAs and conduct outreach specifically to the Hispanic media market, which is a much smaller universe than the general market media. Our Hispanic ads receive generous support from the Hispanic media.”
Revolucion’s team on the PSA campaign included Mejer, Alberto R. Rodriguez, chief creative officer; Roberto Alcazar, executive creative director; Henry Alvarez, art director; Mercedes Leonard, executive producer; Patricio Diaz, studio producer; and Amy Gomez, vice president and account director. Film and editing crew included directors Roberto Alcazar and Pedro Castro, who also served as director of photography; Nicolas Entel and Frank Linkhoff, executive producers; Javier Perez Ravan, editor; Rob Filomena, composer; Luis Felipe Itemera, engineer. The ads were produced by Red Creek Productions with post-production by Xposure Productions and music and sound by Razorhead Productions.
“Our focus was to try to identify those little moments in life that really matter,” said Alcazar. “It’s not graduation day or Christmas morning that these kids are longing for; it’s moments like the Sunday visit to the pizza place with Dad that gives life its meaning.”
Revolucion Hispanic Communications is a seven year old Hispanic-owned brand-communications agency based in New York City. The Ad Council is a private, non profit organization that relies on volunteer talent from the advertising and media industries to deliver social messages to Americans.
The Collaboration to AdoptUsKids is a multi-faceted, five-year, federally funded project to recruit families to adopt the children waiting in foster care for permanency. The Administration for Children and Families is responsible for a variety of activities that promote the economic and social well being of families, children, individuals and communities.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on January 10, 2008
Ad with Cuban Vince Eupierre, a Burger King franchisee
Click on image to enlarge
Photo: Burger King Corp.
Burger King Corp. launched a print ad campaign highlighting its diversity and inclusion initiatives nationwide. The “Real People, Real Success” campaign focuses on BKC’s diverse employees, suppliers and franchisees. The first ad from the campaign appeared during the National Council of La Raza 2007 national conference in Miami.
Republica, BKS’s designated agency for diversity issues, developed the marketing and communications initiative for Burger King Corporation. According to a BKC spokesperson Burger King representatives are “still finalizing our media plan but we will be putting ads in such publications as Poder and Hispanic Enterprise. Currently the ad campaign does not have an online component.”
The campaign consists of a series of real-life testimonials of Hispanic, African American and Asian franchisees and suppliers. One ad is a stylized black-and-white portrait that highlights a Cuban-American businessman who began as a Burger King restaurant employee and now owns almost 40 of the hamburger chain’s restaurants. Another ad showcases an African American businesswoman who is one of BKC’s largest suppliers.
“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 information on “Best in Class Hispanic Strategies” audio recording
“BKC is committed to showing its support for a diverse workforce and business partnerships,” said Cirabel Lardizabal Olson, director of inclusion and external affairs, BKC. “One of our biggest strengths is our respect for inclusion, which helps reflect the demographics of our market today and our customers’ reality.”
The Burger King system operates more than 11,200 restaurants in 50 states and 69 countries and U.S. territories worldwide. According to promotional materials, 90 percent of Burger King restaurants are owned and operated by independent franchisees. No information was available on the number of Hispanic owned franchises.
According to the Burger King website, the company supports Hispanic Heritage Council, Hispanic Association on Corporate Responsibility (HACR), League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), and U.S. Hispanic Chamber of Commerce (USHCC).
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Posted by Elena del Valle on January 9, 2008
Ana Ortiz
Photos,video: Comcast
Comcast, the Hispanic Federation, League of United Latin American Citizens (LULAC) and the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund, launched “Our Time to Vote,” a year-long, non-partisan voter education and registration campaign designed to increase voting in Hispanic communities with cable access. Scroll down to watch a video of the Hispanic oriented public service announcement.
“Comcast recognizes that broader participation in the democratic process is important for our nation, and we are very pleased to launch this partnership to pursue that goal,” said David L. Cohen, executive vice president, Comcast. “This campaign reflects the cable industry’s commitment to strong local communities and to active public citizenship.”
Part of an estimated $5 million multicultural campaign, the program consists of four public service announcements (PSAs). One of the ads features Hispanic entertainers and leaders including George Lopez, Ana Ortiz and Janet Murguía, president and chief executive officer of National Council of La Raza (NCLR), encouraging Hispanic audiences to register to vote. In addition to the ads, the program established two nationally available voter education resources, OurTimeToVote.com webpage and a voter information resources hotline.
George Lopez
The PSA, recorded at this year’s NCLR Alma Awards, will air prior to the 2008 primary elections in Comcast, Time Warner, Cox Communications, Inc. and Bright House Networks markets. A series of “Get out the Vote” spots will run from September 1, 2008, through November 3, 2008, prior to the general election.
“Hispanic voter participation is critical to the election of the next President of the United States and other key leadership positions,” said Congressman Joe Baca, chairman of the Congressional Hispanic Caucus. “If our community is going to have a say, now and in the future, on the issues that matter most to us, we must show our empowerment at the polls. This type of unique partnership serves as a great example for other corporations to replicate.”
“Voting is one of our most sacred responsibilities, as we nurture and advance our democracy with every vote cast,” said Congresswoman Illeana Ros-Lehntinen. “Being able to vote and not participating in the process is tantamount to giving up your right on deciding what public official will govern our affairs. I applaud Comcast for their continued leadership in our community and throughout the nation.”
The Comcast Foundation awarded grants to the following national Hispanic organizations to help support their voter outreach efforts: the Hispanic Federation, League of United Latin American Citizens (LULAC) and National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund.
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
The Hispanic Federation is a membership organization of more than 94 Latino health and human service organizations that focuses efforts on voter education and registration programs during election cycles. The Comcast Foundation grant will assist the Hispanic Federation’s efforts to educate the public on the importance of voter participation through civic participation workshops, forums and other civic activities, expanded voter registration efforts and voter mobilization on Election Day.
The League of United Latin American Citizens (LULAC) is one of the largest and oldest Hispanic organizations in the United States that works to advance the economic condition, educational attainment, political influence, health and civil rights of Hispanic Americans through community-based programs operating at more than 700 councils nationwide. The Comcast Foundation grant will support the LULAC Democracy Initiative, whose goal is to increase participation rates by immigrant and Latino voters in the 2008 elections.
The National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund is a Latino civic organization that promoters U.S. citizenship among Latino legal permanent residents and advocates increased access to the American political system. The Comcast Foundation grant will help to support NALEO Educational Fund’s “Ya Es Hora, Ve y Vota” (“Now is the Time, Go and Vote”) campaign.
“Latinos across the nation are eager to make their voices heard and participate fully in the American political process,” said Arturo Vargas, executive director of the NALEO Educational Fund. “Comcast recognizes this, and we are proud to be partners with them as the NALEO Educational Fund embarks on its largest voter outreach and education effort to date.”
“‘Our Time to Vote’ is designed to bring a wide range of diverse Americans into the voting process,” said Susan Gonzales, corporate senior director of Federal and External Affairs and vice president of the Comcast Foundation. “As a company dedicated to diversity, we are pleased to make this contribution to broadened civic engagement in the African American, Asian American and Pacific Islander and Hispanic communities.”
Comcast focuses its diversity efforts on attracting and retaining a multicultural workforce, developing a diverse supplier group, offering a wide selection of multicultural programming and pledging significant community investments.
Posted by Elena del Valle on January 8, 2008
Charles Gregson, chief executive officer, PR Newswire
Photo: United Business Media
Video: PR Newswire
British company United Business Media bought Miami-based HispaniMark, LLC on behalf of PR Newswire. UBM bought the Florida company from its founders for an initial cash outlay of $5.5 million and the promise of $3 million more based on performance payable over the next three years. Scroll down to watch video news release of Dave Armon, chief operating officer, PR Newswire.
HispaniMark, expected to have revenues of $2 million in 2007, owns Hispanic PR Wire, LatinClips, and Hispanic Digital Network as well as two other companies not mentioned in the sales announcement. UBM executives expect the acquisition to meet the company’s 8 percent post-tax cost of capital acquisition criterion in its first year of ownership.
“The acquisition of Hispanic PR Wire, LatinClips and Hispanic Digital Network is in line with PR Newswire’s mission to enhance our multicultural services in the U.S. and internationally through a combination of organic development and acquiring leading companies,” said Charles Gregson, chief executive officer, PR Newswire.
“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 information on “Best in Class Hispanic Strategies” audio recording
In July 2007, PR Newswire purchased Notilog, a Latin American Spanish- and Portuguese-language electronic media monitoring and analytics firm. PR Newswire executives hope the newly acquired companies will help it penetrate the growing Hispanic market in the United States and Latin America.
Hispanic PR Wire, a news release distributor, generates 70 percent of HispaniMark revenues. Prior to the purchase, Hispanic PR Wire offered distribution in partnership with BusinessWire, Black PR Wire and USAsian Wire. LatinClips offers media monitoring services and Hispanic Digital Network is an Internet advertising network for U.S. Hispanic newspapers, magazines and media portals. As part of the buy-out, four senior staff members from the three companies HispaniMark sold PR Newswire will stay on board, Christine Clavijo-Kish, Bill Gato, Dalia Paratore Salazar and Manny Ruiz.
“For Hispanic media it’s going to be a great ride because we have believed in the power of Hispanic media for seven years,” said Christine Clavijo-Kish, formerly chief executive officer of LatinClips; now senior vice president, Multicultural Markets, PR Newswire. “And we have built resources around delivering news, monitoring news, creating websites for Hispanic media.”
Christine Clavijo-Kish, senior vice president, Multicultural Markets, PR Newswire
Company executives hope the combined forces of PR Newswire and Hispanic PR Wire will reach more than 3,000 unique media outlets and websites that have an interest in Hispanic news. According to PR Newswire, there are 30 wire services and news syndicates, 550 TV shows, 175 cable and satellite TV shows, 1,000 Spanish language radio shows, 875 newspapers, 625 magazines, and an untold number of websites targeting Latinos in the United States.
PR Newswire Association LLC sells electronic distribution, targeting, measurement and broadcast services for tens of thousands of corporate, government, association, labor, non profit customers. United Business Media, a business media company, employs 5,000 staff in 30 countries. The company has two principal areas of business activity: PR Newswire and CMP & Commonwealth, a business to business event, publications, online media and business information services company.
UBM is listed on the London Stock Exchange. In 2006, the company reported continuing businesses generated revenues of almost £740 million with continuing operating profit of £137 million.
