Posted by Elena del Valle on December 12, 2007
The McSkillet Burrito is made with scrambled eggs, sausage, potatoes, cheeses, red and green bell peppers, onions and salsa roja
Photo: McDonald’s
Thirty years after the national introduction of the Egg McMuffin sandwich, McDonald’s launched the new McSkillet Burrito, a hand-held made-to-order breakfast burrito wrapped in a warm flour tortilla. At the same time, since 2002 McDonald’s breakfast sales have increased 42 percent.
Jan Fields, chief operating officer, McDonald’s USA
“McDonald’s is the ideal destination for breakfast,” said Jan Fields, executive vice president and chief operating officer, McDonald’s USA. “We believe the ultimate convenience is the quality and value we bring our customers every day, with the introduction of the McSkillet Burrito underscoring our presence in the breakfast category.”
The McSkillet Burrito sells for $2.49 and is the first national breakfast product launch since the McGriddles sandwich in 2003. The new breakfast dish combines scrambled eggs, sausage and skillet potatoes with cheese, red and green bell peppers, onions and salsa roja.
J.C. Gonzalez-Mendez, senior vice president North America Supply Chain Management McDonald’s USA
“As we continue to develop quality, convenient menu options that meet our customers’ needs, the McSkillet Burrito is the ideal breakfast choice for people on-the-go,” said J.C. Gonzalez-Mendez, senior vice president North America Supply Chain Management McDonald’s USA, LLC. “At McDonald’s, our legacy of innovation continues at breakfast.”
“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 1977, McDonald’s introduced its first breakfast food, the Egg McMuffin, a portable breakfast sandwich made with eggs, Canadian-style bacon and American cheese on a toasted English muffin, created by owner and operator Herb Peterson. Since then, McDonald’s breakfast menu has expanded to include the Sausage Biscuit, McGriddles sandwich and Breakfast Burritos, signature platters, hash browns, Cinnamon Melts, Fruit ‘N Yogurt Parfait and Snack Size Fruit & Walnut Salad.
McDonald’s USA, LLC, is a fast food provider in the United States. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. One third of McDonald’s employees in the United States are Latino and 11 percent of the company’s board members are Hispanic.
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 December 11, 2007
Mac Wilcox, CheckSpring Bank; D. Lee Ezell, Community Board 4; Earl Brown, Bronx; Dimetris Giannoulias, CheckSpring Bank; Ruben Diaz, Jr., New York State Assembly; Congressman Jose E. Serrano; Eric Pallas, CheckSpring Bank; and Charles Wilcox, CheckSpring Bank
Photo: Miguel Rjl
In early November 2007, CheckSpring Bank opened its flagship branch on 167 Street in the South Bronx neighborhood of New York City, a few blocks north of the new Yankee Stadium. According to a bank representative, it is the first new bank headquartered in the neighborhood in 25 years. The new bank will target under-served and under-banked Latinos in the community.
“The opening of CheckSpring Bank is certainly representative of the continued and needed economic development that is now occurring in our Bronx community,” said Rita Di Martino, chair of the Board of the Bronx Lebanon Hospital Center.
CheckSpring offers traditional and non-traditional banking services to the area’s Latino community, and bilingual customer service in Spanish and English. Products include banking and loans for consumers and small businesses, check cashing from bank teller windows for depositors and the public, money transfers, as well as checking and savings accounts. The bank promises to discount check cashing fees for depositors.
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”
CheckSpring officials hope the bank’s convenient hours (the bank will open 8 am to 8 pm Thursdays and Fridays and Saturday mornings), location, innovative products and Latino oriented customer service will win over under-banked customers who historically have remained elusive.
“Our mission is to create a new kind of bank, one that provides Bronx customers with improved access to the full spectrum of financial services, and a suite of affordable banking products that serves people’s needs, facilitating savings and wealth creation,” said Charles Wilcox, cofounder and president, CheckSpring Bank. “We’re thrilled to be launching our headquarters branch of CheckSpring Bank on 167th St. and we anticipate a long and close association with customers and community influentials here in the Bronx.”
CheckSpring plans to work closely with local community organizations and support their efforts to provide financial education outreach programs to help the under banked community better access the tools they need to create and manage financial resources.
According to the bank’s website, the top three CheckSpring Bank executives are Eric Pallas, president, Rosa Pavia, chief operating officer and Wallingford Lee, chief lending officer.
“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 useful to reach Latinos
• Changes in marketing to Hispanics
• For which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Getting started
• Tips for marketing professionals
Click here to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on December 6, 2007
Marsha Butler, DDS, vice president, Global Oral Health and Professional Relations, Colgate
Photo: Colgate-Palmolive
Recently released figures from the Center for Disease Control and Prevention based on the most recent information available (2003-04) indicate that the percentage of Americans with untreated tooth decay began rising this decade, reversing nearly 50 years of improvement in dental health. The reversal seems to be directly related to access to dental care issues. According to an October 11, 2007 The New York Times article, increase in dental fees and 100 million people without dental insurance are to blame.
“For children between the ages of 5 and 17 in the U.S., tooth decay is more common than asthma, more common than hay fever, and it poses a significant threat to our children’s overall health and well-being,” said Marsha Butler, DDS, vice president, Global Oral Health and Professional Relations, Colgate.
As part of its community affairs outreach, Colgate launched the Bright Smiles, Bright Futures dental health challenge program to reach 100 million children in the United States with free dental screenings, treatment referrals and oral health education by 2010. Since 1991, Colgate has reached 73 million children and 59 percent of the reach has been to Hispanic children.
The program’s goals are furthered through the use of a Colgate mobile dental van, one of a fleet of eight “clinics on wheels” that the company sponsors around the U.S., reaching about 130 urban and rural cities across the country.
“Colgate is committed to promoting oral health among Hispanic children and their families. Our mobile dental vans visit schools as well as community enters in neighborhoods with large Hispanic populations. We partner with professional organizations like the Hispanic Dental Association, whose members volunteer aboard the vans that visit schools, community centers and festivals across the United States,” said David Cardona, Marketing Director, Multicultural Marketing – Oral Care/Colgate Palmolive Company. “Colgate also oversees bilingual, cross-curricular educational initiatives designed to raise awareness in Hispanic communities about the importance of maintaining good dental hygiene and the connection between one’s oral and overall health.”
“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 to buy “Best in Class Hispanic Strategies” audio recording
The Bright Smiles, Bright Futures program has hosted events in cities with large Hispanic populations like San Diego, New York, Chicago and Houston. Recently Colgate’s program made a stop in Miami, one of the top Hispanic markets in the country, where Colgate-Palmolive partnered with the United Way and Boys and Girls Clubs of Miami to host an oral health event featuring teen star Corbin Bleu, music, games and the dental van with free screening for 300 Miami-Dade Elementary School students.
“When you think about meeting people at your school, in your neighborhood, from different states or even different countries, there’s nothing more welcoming than a smile,” Corbin Bleu told a group of South Florida students recently. “Traveling on tour, I’ve had an opportunity to see what a smile can do to put people at ease. When I learned of the risks oral health disease presents, especially for kids in urban and rural areas, I wanted to help Colgate and United Way draw attention to the importance of maintaining good dental health.”
“At Colgate, our objective is to work with communities to help reduce and prevent oral health disease, and we are providing children and their families with information and skills that allow them to take charge of their dental health. Over the past few years, we’ve hosted oral health festivals and awareness activities for children from LA to New York. We have a network of eight mobile dental vans that set up clinics in target areas and at cultural events across the United States. Globally, we’ve also reached out to more than 500 million people in 80 countries, encouraging children to see their dentists and recruiting parents, teachers, and community and professional organizations, to help raise awareness about the importance of maintaining good oral health,” said Butler.
Colgate-Palmolive is a global consumer products company, focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, Elmex, Ajax, Axion, Soupline, and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet pet foods.
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
Posted by Elena del Valle on December 5, 2007
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According to a series of six surveys conducted by the Pew Hispanic Center between 2002 and 2006 among 14,000 Latinos, most Hispanic adults born in the United States of immigrant parents say they speak English fluently. This is a sharp contrast to their foreign born parents; only a small minority of which consider that they are fluent in English.
Pew researchers, Shirin Hakimzadeh and D’Vera Cohn, analyzed the survey results and drafted a recent report concluding that less than 24 percent of foreign born Latinos consider they speak English very well while 88 percent of their U.S. born children consider themselves fluent in English.
The researchers also found respondents to the survey, of all generations, spoke English at work more frequently than at home. At the same time, more recent generations show a 94 percent of adults who consider they speak English. The figures for adults’ reading ability are similar to their speaking ability.
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”
Highly educated immigrants who arrived in the United States as children or have lived in the country for many years were most likely to say they were fluent in English. Immigrants from Puerto Rico and South America were most likely to claim proficiency than Mexican-born respondents.
The report findings are based on four measures used by respondent to rate of their abilities, including their own English-speaking skills, their English-reading skills, their level of English use at home, and their level of English use at work.The researchers relied on the results of two of the surveys as well as a national survey conducted by the Pew Hispanic Center in October and November of 2007 which indicate Latinos believe inadequate English language skills are an obstacle to their acceptance in the United States. These findings are similar to those from previous surveys conducted by the Center.
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.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on December 4, 2007
A scene from the new ComEd Spanish-language ad
Photos: The San Jose Group
ComEd recently launched a new Spanish-language advertising campaign to promote its compact fluorescent energy-saving light bulbs (CFL). The television and radio campaign, created by ComEd’s Hispanic advertising agency of record, the San Jose Group (SJG), highlights a company program that discounts compact fluorescent light bulbs.
According to information provided by The San Jose Group, the 30-second spots focus on a hairdresser and will air in Chicago and Rockford from October to December 2007. The agency’s team members believe the stylist character provides the right mix for a creative and simple execution, humor, credibility and a memorable medium. They hope a humorous approach to the serious topic of energy conservation will be well received by Spanish speaking Latino audiences.
Antonio Lovera, creative director at SJG
“Humor is a common cultural thread that transcends borders and nationalities,” said Antonio Lovera, creative director at SJG. “With the variety of Latin American cultures represented in ComEd’s marketplace, we used humor as an element to engage all Hispanics in a meaningful way.”
Taking advantage of the gossip stereotype of beauty shops, the 30 second ads focus on a hairdresser gossiping to a client about how a man left “her” for something younger, that lasts longer and even saves money. In fact, she’s referring to the new CFL bulb instead of her personal life.
A compact fluorescent energy-saving light bulb
According to promotional materials, CFL bulbs use 75 percent less energy than traditional light bulbs and last up to 10 times as long. Promoters say that replacing one standard bulb with a CFL can save customers up to $30 in electricity costs on their bill over the lifetime of the bulb.
The San Jose Group was recently reappointed as the Hispanic advertising agency of record for Exelon and its operating companies, ComEd and PECO, allowing the agency to continue to develop branding strategies and advertising executions for the company; and marking the continuation of a 12-year relationship between Exelon and The San Jose Group.
Commonwealth Edison Company (ComEd), a unit of Chicago-based Exelon Corporation, provides service to 3.7 million customers across northern Illinois, 70 percent of the state’s population. Incorporated in 1981 and headquartered in Chicago, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America.
“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 details on “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on November 28, 2007
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Photo: Todobebé
Todobebé Inc, a leading multimedia company of dedicated to parenting, recently launched Mi Todobebé, a social networking site for Spanish speaking families planning, expecting, and raising children. On the new website, visitors can share pregnancy photos, videos of their baby’s first steps and questions about infertility, breastfeeding and raising their children.
The idea for the website initially came from members of the online forum community. They wanted an online space, in Spanish, where they could personalize their own pages, upload photos, and invite their friends and family to view and to share in the joy of their children’s first smiles, tooth, steps, days of school and other special moments.
“Todobebé has earned the trust of Spanish speaking families over almost a decade,” said Jeannette Kaplun, editor in chief, host and founder of Todobebé. “They know us from our book, our TV show, radio, events, and our website, and they share with us their pregnancy photos, the videos of their baby’s first steps and their questions about infertility, breastfeeding or raising their children.”
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Mi Todobebé invites families to create personal profile pages where they can publish photos and videos of their pregnancy and children and create blogs on their personal pages where friends and loved ones can participate. They can also meet other members, and via invitation, make new friends living through similar experiences. According to promotional materials, Mi Todobebé allows members to control their level of privacy, approve who can view their profile page and decide whether to communicate with other members.
The free membership to Mi Todobebé also provides access to the rest of Todobebé’s online tools including expert tips, personalized pregnancy and child development newsletters, baby name finder, ovulation calendar, and forums.
“Mi Todobebé is just the beginning of a series of new online features, tools, events and incentives that the company is rolling out in 2008,” said Cynthia Nelson, chief operating officer of Todobebé, Inc. “Mi Todobebé and the expanding Todobebe.com platform is an exciting and growing world and truly allows advertisers the chance to connect, engage, brand, promote, and learn about Spanish speaking families within a positive, engaging, fun and relevant context.”
In its ninth year of operations, Todobebé Inc. reaches United States Spanish speaking Latino parents with books, television programs, radio, events and online. Todobebe.com, the online platform of Todobebé Inc., seeks to inform and entertain with original content, exclusive videos, and advice from experts.
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
Posted by Elena del Valle on November 27, 2007
Karen Garnik, chief marketing officer for Rums of Puerto Rico
Photo: Rums of Puerto Rico
Rums of Puerto Rico launched “Here,” a new $2.2 million marketing and advertising campaign in the United States developed by Group LIH in Puerto Rico, in late October. No termination date, media outlets or information regarding which cities or markets the campaign will reach were disclosed.
The campaign consists of ten 15-second television commercials produced by Alfa Recording Studio in San Juan. Each spot will feature a Puerto Rican celebrity speaking about a different aspect of Puerto Rican rum such as the history, tradition, location, quality, leadership in sales and versatility of rum. The ads show celebrities holding a rum cocktail such as piña colada, rum and cola and mojito at various locations in Puerto Rico. The campaign includes messages on responsible drinking and choosing a designated driver.
Featured celebrities include: Wilo Benet, restaurateur and owner of Pikayo and Payá restaurants in San Juan; Latin Grammy Award winners David Sanchez, saxophonist and Nestor Torres, flutist; Lisa Thon, fashion designer; Melina Leon, singer and Latin Billboard Award winner; Alberto Marti, environmentalist; Kristina Brandi, Olympic athlete and professional tennis player; Mariem Pérez and Carlos Ruíz, motion picture directors; Shirley Rumierk, actress; and Quetzacoatl, painter.
“We want to communicate that Puerto Rican rum is of the highest quality and offers more versatility for mixing than any other spirit, both as an ingredient for cocktails and for cooking. The ads are meant to show rum enjoyed by sophisticated consumers who appreciate top shelf spirits in the most fabulous locations. The audience will be dynamically transported to our Caribbean paradise in these ads and presented with appetizing rum cocktails by our spokespersons: highly talented and respected artists, athletes, designers and socially and environmentally conscious individuals who are of Puerto Rican descent, to help us portray the unique qualities of Puerto Rico both as a rum producer and as a rum destination,” said Karen Garnik, chief marketing officer for Rums of Puerto Rico.
“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 to buy “Best in Class Hispanic Strategies” audio recording
Puerto Rican rums are aged a minimum of one year in charred white oak barrels. Gold and dark rums are aged longer to give them a smooth balanced taste. According to Adams Beverage Group, rum is the second largest spirit category in the U.S. after vodka. Seventy-five percent of all rums sold in the U.S. come from Puerto Rico, totaling over 15 million cases. Three of the five top selling distilled spirits sold in the U.S. are rums from Puerto Rico: Bacardi, Captain Morgan and Castillo.
“Seven out of every 10 bottles of rum sold in the U.S. are from Puerto Rico. Sales in the U.S. from Bacardi and Captain Morgan alone represent three-quarters of all rum sold in the U.S. Puerto Rico is by far the market leader in this spirit category,” said Garnik.
Although the campaign is not identified in promotional materials as specific to Latino consumers and no details were released regarding the percent of the Hispanic market that purchases rum; in conjunction with the advertising launch, Rums of Puerto Rico is hosting events in three of the top Latino markets in the United States, New York, Miami and Los Angeles.
Company plans include a Rum Academy for bartenders led by mixologists Steve Olson, partner in Beverage Alcohol Resource (BAR), for the New York event; and Tony Abou-Ganim, The Modern Mixologist, for Miami and Los Angeles. Evening cocktail receptions will feature performances by jazz artists Nestor Torres in Miami and William Cepeda in New York. Chef Wilo Benet plans to prepare dishes made with rum as an ingredient.
Rums of Puerto Rico, a division of the Puerto Rico Industrial Development Company (PRIDCO), was created in 1948 to promote the sale of all rums shipped from Puerto Rico to the mainland U.S. Rums of Puerto Rico sponsors events in collaboration with the Puerto Rico Tourism Company.
“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 November 13, 2007
Mariela Dabbah, campaign spokesperson, McDonald’s
Photo: McDonald’s
McDonald’s teamed up with the Hispanic Scholarship Fund to offer five Steps For Success College Workshops to encourage greater Hispanic college enrollment. The free workshops are designed to provide parents and students with information about the college application process, including financial aid and how to apply for scholarships.
The campaign which promoters hope will reach 25 million people will rely on a media tour with spokesperson Mariela Dabbah. Other campaign tools are promotional flyers and posters distributed at local community events, local community organizations, and schools, calendar listings in newspapers, public service radio announcements, and online information including bylined articles by Mariela Dabbah, vignettes of workshops, and scholarship information. Steps for Success College Workshop are planned in Baldwin Park, California; Chicago, Illinois; Newark, New Jersey; San Antonio, Texas; and Tampa, Florida.
“Since the establishment of the RMHC/HACER Scholarship Program in 1985, McDonald’s has been a strong supporter of college education for Hispanics. We recognize that for many Hispanic parents and students, attaining a college education is a dream,” said Cristina Vilella, director of Marketing, McDonald’s USA. “These workshops offer the tools and information they need to make that dream a reality and to learn about the many scholarship programs available like RMHC/HACER, a program of Ronald McDonald House Charities and its local U.S. Chapters.”
The bilingual Steps for Success College Workshops will include a session for parents led by Dabbah, author of Help your Children Succeed in High School and Go to College, A Special Guide for Latino Parents. Workshop participants may receive a free copy of the book.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
“Latino parents want the best for their children but many times they are not familiar with how to help them get into college and how to pay for it. These workshops take the mystery away and instill both parents and students with the confidence and tools they need to navigate the process successfully,” said Dabbah.
The Steps for Success College Workshops will also introduce students and parents to the RMHC/HACER Scholarship Program. RMHC/HACER is one of the largest educational scholarship programs for Latinos in the country, and has awarded over $15 million in scholarships since its inception in 1985.
“The goal of these workshops is to guide parents and students, many of whom will be the first in their families to go to college, through the maze that is the college admissions process,” said Christopher E. Jones, chief operating officer, Hispanic Scholarship Fund.
McDonald’s USA, LLC, is a leading fast food provider in the United States. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. Ronald McDonald House Charities, a non-profit, 501 (c)(3) corporation, creates, finds and supports programs to improve the health and well being of children. Ronald McDonald House, Ronald McDonald Family Room, and Ronald McDonald Care Mobile program, are the organization’s main programs.
The Hispanic Scholarship Fund (HSF) supports Hispanic higher education. Founded in 1975 as a 501(c)(3) non-profit organization, HSF’s vision is to strengthen the country by advancing college education among Hispanic Americans. In its 32-year history, HSF has awarded more than 82,000 scholarships worth more than $221 million to Latinos from all 50 states, Puerto Rico, Guam and the U.S. Virgin Islands.
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 November 6, 2007
Click on image to enlarge
Interaction between diverse groups of ethnic students may influence students’ attitudes and perhaps future behavior. How desegregated are public schools today? A recent analysis of 93,845 public school enrollment data by the Pew Hispanic Center revealed some interesting findings. The Center examined ethnic make up in public schools between 1993-94 and 2005-06 and discovered that while non Hispanic white students were less isolated from minority students black and Hispanic students became a little more isolated from non Hispanic white students.
The apparently contradictory statement can be explained, according to Rick Fry, a senior research associate at the Pew Hispanic Center and the author of the analysis, by looking at the overall demographic trends affecting schools during those years and how they affected the system. The report concludes that in nearly every state non Hispanic white students became more exposed to minority students since 1993-94. At the same time, in many states minority students are less exposed to non Hispanic white students.
His review indicates an increase of Hispanics in the public school system greater than 55 percent. In 2005-06, Latin students represented almost one fifth (19.8 percent) of public school students compared to 12.7 percent twelve years earlier.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Because non Hispanic whites represent a lesser percent of students in public schools than in the past, they are more likely to come in contact with minority students. While in 1993-94, 34 percent of non Hispanic white students attended a nearly all-white school (according to the Pew report “nearly all-white” meant a school with less than 5 percent non-white students); by 2005-06, only 21 percent of non Hispanic white students was attending a nearly all-white school.
Today, minority students are less likely to be exposed to non Hispanic white students than in previous years. In 2005-06, 29 percent of Hispanic and 31 percent of black students attended nearly all-minority schools (Pew defines a “nearly all-minority” school as one in which fewer than 5 percent of the students are non Hispanic white). In 1993-94, 25 percent of Hispanic students and 28 percent of black students attended all-minority schools.
The researchers based their findings on data from the U.S. Department of Education Common Core of Data (CCD) Public School Universe Survey. 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 competion with “Hispanic Projections”
Posted by Elena del Valle on November 2, 2007
Duck and Lulu t-shirts
Photos: Palomita
Mexican entrepreneur, Molly Robbins and her company LicenZing LLC, launched Palomita, a new junior and girls fashion brand for Hispanics at the Magic show in Las Vegas earlier this year. Robbins secured exclusive rights to use trademarks and vintage art from various Latino companies, including the logos and characters, for to junior and girls apparel. Relying on nostalgic art from Latin America, the brand is designed to appeal to Hispanic women of all ages, an underserved market segment, with the company motto “Por fin una marca para ti” (Finally a brand for you).
Molly Robbins, Palomita founder
Based in San Rafael, California, Palomita features designs from fruit drinks of Pascual Boing, clothing detergents Zote and Roma, Topo Gigio the puppet mouse, and pastries from Bimbo. The items are manufactured by Wish Licensing in Central America of cotton and rayon mix, and some in 100 percent cotton.
“We have also focused on the strength of the social media; we have a My Space, work with blogs, and an array of Latino news web sites. We participate in events such as the Miss Universe Pageant, MTV Latino Awards 2007, Tri City pageant etc.,” said a company spokesperson about Palomita’s promotional efforts. “We have worked with radio stations such as Bloomberg news and local 1010 am radio; we also work with Latino news papers nationwide; finally we have strategically placed ads in magazines nationwide. We are where Latinos are, everywhere.”
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
The company website offers t-shirts, pajamas ($20) and market bags ($24) for sale. Palomita clothes are available at JCPenney, Sears Mexico and online. Mervyns and Wal-Mart are considering carrying the Palomita line.
A line with masculine designs and products from cement companies, tire manufacturers, beverage and confection makers, Chucho, will be launched early next year. The initial launch will have 10 to 15 designs in an assortment of colors for buyers to choose from.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
