Posted by Elena del Valle on October 23, 2007
Marlene Urbay
Photos: Yahoo! Telemundo
In celebration of Hispanic Heritage Month, Yahoo! Telemundo created two mini-sites to honor the successes and contributions of their picks of Latinos. The sites, Mosaico Hispano and Battle of the Bands, were designed to celebrate the personal and professional achievements and musical talents, respectively, of Hispanics from across the United States. The sites will be live from September 17 through October 31, 2007.
A tribute site to 10 individuals, Mosaico Hispano features video profiles of Hispanics whose successes and triumphs Yahoo! Telemundo representatives believe have left an imprint on their communities and are a source of inspiration.
Among the stories featured are those of New York City’s Tats Cru, a group that has elevated graffiti to an art form; Concha Rodriguez, a Chicago funeral director who visits schools and community centers to talk about the dangers of gang violence; and Juan Diaz, a Mexican immigrant who is a boxer and law student. Information about Yolanda Aguilar, Carlos Mejia, Hugo Ortega, Annette Taddeo, John Trasviña and Marlene Urbay also appears on the website.
“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”
Battle of the Bands showcases the artistry and musical talents of 10 up-and-coming U.S. Hispanic bands battling it out for instant online fame. The site features videos of the bands performing one song and interviews with band members and fans. Website visitors are invited to vote for a fan favorite.
We found no criteria for inclusion on the mini websites or promotional materials. A planning team of Yahoo! producers, and marketing and public relations executives worked together with Hardee Productions, a productions company, to select individuals and bands for inclusion. Several music festival producers also shared input for the battle of the bands selections. Website representatives declined to share budget numbers or impressions. “We can’t discuss budget specifics, but it was a project that was months in the planning and included filming, production in five major Hispanic markets,” said a company spokesperson.
“Each year, Yahoo! Telemundo honors our Hispanic Heritage by paying tribute to the richness and diversity of the U.S. Hispanic market,” said Jose Rivera Font, general manager, Yahoo! Hispanic Americas. “Mosaico Hispano and Battle of the Bands are, however, more than showcases of success and talent; they are also online venues that allow our users to interact and engage with the U.S. Hispanic community at large.”
Juan Diaz and Hugo Ortega
The websites are promoted online throughout the Yahoo! network of sites, via a news release, in the case of Battle of the Bands on band fan pages and promotional event materials. The sites were also promoted on the Telemundo television network.
“These sites have been designed to complement Yahoo! Telemundo’s broad offering for the U.S. Hispanic market while giving our users more of what they yearn for, the chance to discover hidden gems within their community and share in that discovery with others,” said Peter Blacker, senior vice president, Digital Media, Telemundo Network Group.
Mosaico Hispano and Battle of the Bands feature Yahoo! Telemundo Respuestas, which allows users to ask and answer questions related to any topic of interest, as well as forums, voting and polls. Yahoo! Telemundo is a commercial venture between Telemundo Communications Group, Inc., a unit GE’s NBC Universal, and Yahoo! Inc.
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
Posted by Elena del Valle on August 13, 2007
By Francisco J. Valle, president, Valle Consulting
Photo: Francisco J. Valle
“The Hispanic Gold Rush™”
The overall buying power of consumers in the United States has continued to grow at significant at rates. Hispanics, in particular, have experienced some of the fastest increases ever in their buying power. In fact, Selig reported that the Hispanic consumer market in the U.S. represented about $798 billion in spending power by the end of 2006 and it is estimated to reach $1.2 trillion in 2011. The 2011 value will exceed the 1990 number by 457 percent or 2.6 times the non-Hispanic increase for the same time period (176 percent). The rising median income of Hispanics has also experienced an exponential growth, and is estimated to be 105% of the growth for non-Hispanics.
This ethnic group has become the fastest growing middle class in the United States and the main source of wealth for many countries in Latin America, due to the wiring of money back home from people in the U.S. Indeed, if the U.S. Hispanic buying power were a country by itself, it would be the tenth or eleventh largest economy in the world (as shown in Figures 1 and 2) when compared to the 2005 Gross Domestic Product (GDP) listed by the International Monetary Fund and the World Bank. In addition, the phenomenal increase in the number of Hispanics in the U.S. between 2000 and 2005 proved to be even more stunning than the previous decade. Revised population figures released in 2006 indicated that Hispanics accounted for one-half of the nation’s population increase, and now total close to 43 million out of the 296 million for the country.
The combination of the escalating number of Hispanics and the unlimited market potential they represent for U.S. businesses and companies from around the world U.S. is what led the author of this article to refer to this phenomenon as “The Hispanic Gold Rush™” of the 21st century. Indeed, these organizations have recognized that this ethnic market is one of the main driving engines of the U.S. economy for years to come. For this reason, all types of organizations have made the penetration of the Hispanic market a key component of their strategic growth plans. In particular, the financial services, banking and insurance industries have recognized that Hispanic households are a key underserved market.
This fact has prompted firms in these industries to try to penetrate this ethnic market. They are certainly trying to do all the “right things” to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations in these industries, not only U.S. based but from around the world, have experienced only limited success and low returns on their investments. Therefore, there is a great need for Financial Advisors, Bankers and Insurance Agents to acquire objective, practical and experienced knowledge and expertise as to how to pursue the Hispanic market.
As America’s “new demographic engine,” Hispanics will drive growth in the U.S. economy, population, and workforce as far out as statisticians can project. Those companies better equipped to leverage this opportunity will be the big winners of the “Hispanic Gold Rush™.”
This article focuses on four practical items Financial Advisors, Bankers and Insurance Agents must have and demonstrate to benefit from the opportunities offered by the Hispanic market.
Knowledge of Hispanic Culture
It is well known that, in most cases, direct translations of successful general market campaigns are not appealing to Hispanics. While effective advertising for the general market can be focused in promoting the economic value and benefits of the products it serves, successful Hispanic advertising should highlight the benefits brought to the client or costumers and his family.
For instance, the copy for general market may say: “By starting to save and invest early in your life, you will be able to convert your dreams into realities when you retire, such as traveling all over the world, owning a boat or, even, an airplane”. The Hispanic advertisement could say, “By starting to save and invest early, you will be able to take care not only of your needs when you retire, but those of your family members and relatives, such as providing support to them in case they get sick and can not provide for themselves, sending money to relatives in other countries, etc.”
Therefore, it is imperative that marketing campaigns for predominantly Hispanic populated service areas be produced by personnel with a true Hispanic cultural knowledge and understanding. These campaigns can be in either English, when directed to highly educated Hispanics, and/or Spanish, for low-level of education Hispanics, depending on the service area, or bilingual to play it safe. But these campaigns must have one element in common regardless of the language: Hispanic family and community values must be emphasized.
High Customer Service in Spanish From End to End
It is a given that organizations pay a lot of attention to be effective in attracting Hispanic clients or customers. The question is: “How much attention and efforts are being spent in retaining these clients, or customers, after they have selected the organization?” Here is a suggested checklist to determine the level of Hispanic customer service offered by a company:
- Do customer service personnel at branches, offices, in the field, or at call centers serving Hispanic clients, or customers, receive Hispanic sensitivity training on a regular basis? Hispanic clients, or customers, tend to demand more time from customer service representatives than non-Hispanics specially when they are face to face.
- Does the financial services firm, bank, agency, company, or call center offer dedicated phone numbers for use by Spanish speakers to contact Customer Service Representatives who answer in Spanish because they know there is a Spanish-speaking customer on the line?
- Are customer satisfaction surveys conducted with Hispanics particularly Spanish-speaking clients, or customers, on a regular basis?
- Do new Spanish-speaking clients, or customers, receive a Spanish-language welcome kit at time of signing for products or services
- Do current or new Hispanic clients, or customers, receive on a regular basis something unexpected that would exceed their expectations, such as a call to let them know the status of their account, an invitation to attend an exclusive event which would provide the client, or customers, “bragging rights” among their friends or a sense of “being an important” as a reward for a long-term patronage (e.g. My bank gave me tickets to this exclusive concert for being its customer. What has your bank given you?).
Implementation of an Integrated, Year-Round Marketing Campaign
Most Financial services firms, banks, and insurance companies tend to implement monthly campaigns for the general market segment in their service areas. Indeed, the development of a yearly marketing calendar is a must for organizations; but what about for the Hispanic market? Is there a similar yearly calendar dedicated to this ethnic group or is the organization more focused on developing Holiday-centered marketing programs (e.g. Cinco de Mayo, Independence Day, or Hispanic Heritage Month)? Since Hispanics do not take a long siesta between holidays, it is highly recommended to follow the same type of effective monthly advertising cycles used with the general market if it is not being done.
Valuable Corporate Citizen in the Community
Financial services firms, banks, and insurance companies know how valuable it is to be part of the community. There are certainly many good examples of community involvement in these industries. Here is another checklist to assist these types of organizations in determining their Hispanic corporate citizenship level:
- Are 100% of all branches, offices, or agencies in all service areas providing some type of a financial literacy program in the communities they serve?
- Is there at least one technology-divide abatement program being sponsored in each Hispanic service area?
- Is there a scholarship or grant offered to students by the local branch, office or agency in Hispanic service areas?
- Are local branches, offices, or agencies regularly supporting community events in Hispanic service areas?
- Are there examples of on-going national and local grass roots efforts supporting the communities?
- Are there examples of lasting partnerships with Hispanic organizations and community leaders at the national and local levels in all service areas?
Where Do We Go From Here?
Given the current high level of competition for Hispanic market share, the success experienced by a company will be determined by its:
- Ability to customize and brand products and services for the Hispanic market
- Aggressiveness in positioning and pricing its products with this ethnic group
- Effectiveness in developing culturally-relevant marketing strategies
- Capacity to provide a high level of customer service in Spanish
Hispanics are very loyal customers and, therefore, it pays to be first in meeting their needs. Like in the “Gold Rush” days, the early risk takers were the ones who, in most cases, were the big winners!
Any information presented about tax considerations affecting client financial transactions or arrangements is not intended as tax advice and should not be relied upon for the purpose of avoiding any tax penalties. Francisco Valle and Valle Consulting do not provide tax, accounting or legal advice. Clients should review any planned financial transactions or arrangements that may have tax, accounting or legal implications with their personal professional advisors.
Francisco J. Valle is the president of Valle Consulting. He helps his clients solve their most pressing Hispanic-related issues. Valle is the author of How To Win The Hispanic Gold Rush™, a book on Hispanic marketing and cultural values. This article was published with his permission.
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Posted by Elena del Valle on August 22, 2006
Grammy nominated gospel rapper Scoob Serious
Photos: GL Media Company
Hispanic Heritage Month doesn’t begin until September 15, but Logo Enterprises and the Zera foundation will present Faith Fighter Live 2006 at El Camino College in Hispanic populated Torrance, California on August 25. The presentation will showcase Holy Hip-Hop performers, all of them Hispanic, in an effort to appeal to the Hispanic market.
“All performers are Hispanic because we want to appeal to the majority of the people in the community of Torrance who are Hispanic,” said Charlene Turner, CEO of GL Media Company. “We want to reach out to Hispanic people and community and to inform them that the Hispanic market is not forgotten by Holy Hip hop.”
Grammy nominated T-Bone
Faith Fighter Live will also attempt to bring the gospel to today’s. Business owners and ministries will perform bible studies and special events focusing on spiritual development for young adults. The event will kick off with Big City of Mind Right Productions leading a bible study meeting. Holy Hip Hop Artist and Grammy nominated T-Bone will headline a concert.
Other artists scheduled to perform include DJ Gabriel, Christside Souljahz and five time Grammy nominated gospel rapper Scoob Serious. A “Rock The Mic” contest sponsored by Gospellinks.com and WePraise.fm will allow audience members to perform with the artists and give them the opportunity to showcase their talents. General admission tickets are $20 and VIP tickets cost $30 each. More information is available at FaithFighterLive.com . — Sergio Carmona.
Posted by Elena del Valle on August 19, 2020
Gustavo Dudamel, host of the new series In Concert at the Hollywood Bowl
Photo, video: Adam Latham, KCET, Los Angeles Philharmonic Association
Southern California station KCET and the Los Angeles Philharmonic Association (LA Phil) will offer In Concert at the Hollywood Bowl, a six episode series of performances from the past 10 years. Hosted by Gustavo Dudamel, music and artistic director of the Philharmonic, the series will launch Wednesday, August 19, 2020 at 9 p.m. P.T. on KCET with Hecho in Mexico (Made in Mexico). It is scheduled to be broadcast on PBS stations around the country in early 2021, according to a press release. Scroll down to watch a video.
Hecho en Mexico features Dudamel and the LA Phil, Rodrigo y Gabriela, Natalia Lafourcade, Los Angeles Azules, YOLA (Youth Orchestra Los Angeles), and La Santa Cecilia. Gustavo and Friends is scheduled to air a week later at the same time featuring Dudamel, LA Phil, Misty Copeland, Pablo Ferrández, Amanda Majeski, J’Nai Bridges, Issachah Savage, Ryan Speedo Green, and the Los Angeles Master Chorale (LAMC).
On September 2 at 9 p.m the series will feature Jazz at the Hollywood Bowl Featuring Dianne Reeves with Ivan Lins, Christian McBride, Chucho Valdes, Cecile McLorin Salvant, Kamasi Washington and Mega Nova (Herbie Hancock, Carlos Santana and Wayne Shorter). Musicals and the Movies is scheduled for the following Wednesday featuring Dudamel, LA Phil, Kristin Chenoweth with Kevin Stites Audra McDonald with Bramwell Tovey, and Sutton Foster with Brian Stokes Mitchell.
Música Sin Fronteras (Music Without Borders) is scheduled to air Wednesday September 16 at 9 p.m. P.T. to celebrate Hispanic Heritage Month with Scully, Dudamel and LA Phil, Carlos Vives, Café Tacvba, Siudy Garrido Flamenco Dance Theater, and Paolo Bortolameolli. Fireworks! is scheduled for the following Wednesday at the same time featuring Katy Perry, Pink Martini, Thomas Wilkins, Nile Rodgers & Chic, Diego El Cigala, Dudamel and LA Phil, and John Williams.
With a seating capacity of nearly 18,000, the Hollywood Bowl is among the largest natural amphitheaters in the world. KCET, a content channel of the Public Media Group of Southern California, is a donor-supported community institution, according to press materials. The Los Angeles Philharmonic Association presents live performances of orchestral, pop, rock, country, jazz, blues, Latin, world music, opera, chamber, Baroque, organ and celebrity recitals, theatrical performances, explorations of film music, dance, comedy, and multimedia productions.
Posted by Elena del Valle on November 9, 2011
Juan Motta, head, Nestlé’s Emerging Markets
Photo: Nestlé USA
Executives at Swiss owned Nestlé want to reach Spanish dominant Hispanics in the United States with Construye el Mejor Nido (Spanish for Create the Best Nest), a new communication platform that offers Nestlé’s nutrition, health and wellness resources to Spanish speakers. The program was announced at the end of September 2011 in time to mark the year’s Hispanic Heritage Month.
According to promotional materials, elements of the program, which marks several firsts for the company, include efforts on Spanish language television, Facebook, a bilingual website, in store marketing, and product sampling packs. It is the first time the company launches an integrated multi-brand platform for consumers and shoppers in the United States; the first time Nestlé USA plans a corporate branded TV campaign; the first time Nestlé iconography of the nest concept is leveraged as a concept domestically; and the first time Nestlé USA plans to leverage its equity and drive associations between the Nestlé brand and individual brands.
The company released three television ads designed to demonstrate how Nestlé products “fit into Hispanic consumers’ everyday life and help them to nurture their family’s lives.” The ads are also designed to leverage and reinforce Nestlé’s iconography of the nest in the Nestlé corporate logo which executives hope conveys family, trust and well-being to Hispanics.
“Hispanic Heritage Month is the perfect time for Nestlé USA to reaffirm its strong history of awareness, trust and expertise among Hispanic consumers,” said Juan Motta, head, Nestlé’s Emerging Markets. “This awareness and trust stems from a strong emotional connection with authentic Nestlé brands in consumers’ home countries such as Nescafé, Abuelita, Nido and La Lechera. Construye el Mejor Nido provides consumers with information on familiar brands, as well as with other Nestlé brands available in the U.S. such as Juicy Juice and Stouffer’s.”
Believing that Facebook reaches 98 percent of Hispanic women 35 to 49 who go online Nestlé USA established Facebook.com/ElMejorNido. The page, which features contributions from Hispanic bloggers, is meant to provide a brand and cultural connection, and a place where visitors can share recipes and tips. To further its online reach the company established ElMejorNido.com, a bilingual website that promises blogger contributions, tips, articles, food videos and information on wellness, culture and parenting. The site also offers Nestlé the means to build a marketing list by providing visitors the option to receive information from the company.
Construye El Mejor Nido, an in-store effort, was designed to reach Hispanic shoppers in independent and mainstream stores through in-store circulars, bilingual door hangers, and recipe booklets. Nestlé plans to introduce new products and connect with Latino consumers by providing Fiesta Packs with new products, recipes, and party supplies to select Hispanic families. The company’s promotional materials indicate the Construye El Mejor Nido program has been well received by consumers, with traffic to the website and Facebook page exceeding expectations.
Posted by Elena del Valle on October 25, 2010
Click to enlarge
Photos: United States Marine Corps
Last month, the United States Marine Corps ( (USMC) launched Family Values, its first Hispanic Heritage Month promotional campaign consisting of snippets of testimonials and profiles of American citizens with backgrounds from Mexico and Puerto Rico. The idea behind it was “to celebrate the strong positive ideals shared by Hispanic Americans and the Marine Corps” through the personal testimonials of Latino men and women currently serving in the Marine Corps.
According to Wikipedia Hispanics account for 18 percent of enlisted Marines today. The site indicates 13 Hispanic Marines, such as France Silva and Guy Gabaldon (see WWII hero to be recognized in documentary to be released April 8), have received the Medal of Honor. A 2004 report, Recruiting Hispanics: The Marine Corps Experience Final Report by Anita U. Hattiangadi, Gary Lee, and Aline O. Quester of the Center for Naval Analyses, the Marine Corps has been very successful recruiting Hispanics.
The Family Values multimedia campaign had print and radio public service announcement extensions and was scheduled to appear on YouTube and Facebook. It included banners and Web page takeovers on ESPN.com, MLB.com, NFL.com and MySpace.com from September 15, 2010 through October 15, 2010. Scroll down to watch a video clip of the Family Values campaign.
Captain Hernandez
“The ideals of honor, courage and commitment are not exclusive to the Marine Corps,” said Lieutenant Colonel Darrin Kazlauskas, assistant chief of staff for advertising, Marine Corps Recruiting Command. “Hispanic American families, like all great families, instill these values so that each generation can move forward and become positive members of their communities. We are proud to serve with all our Marine brothers and sisters who hold these values in high esteem.”
Through Family Values the Marine Corps set out to offer the public a window into the personal lives of the Hispanic Marines profiled in the ads with the intent of leading the audience to believe that there are ways in which the fundamental values of Hispanic Americans and the Marine Corps are one.
Gunny Sergeant Acero and Major Cortes
The concept development of the campaign, created jointly by the United States Marine Corps and UniWorld Group, commenced in April of this year. A spokesperson declined to identify a target profile or share details regarding the human or budget resources assigned to the project.
“We have seen traction of the media materials, especially the video content on key websites such as YouTube. Our Facebook threads have also generated positive comments from our fans and followers. We have been pleased with the campaign and believe that it is working to create a positive public dialogue about the supreme ‘call to service’ and the individuals who accept that call,” said a campaign representative by email in response to a question about campaign measurement efforts.
The Marine Corps executes a Black History Month campaign annually. This year’s BHM campaign was entitled, The Line, and traced the history of African Americans within the Marine Corps. The visual mechanism used in The Line was the blood-stripe or red piping located on Marine uniforms. That campaign included a TV spot, print ads, banner ads, a radio spot and a dedicated website.
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Posted by Elena del Valle on October 8, 2008
JC Chavez DVD cover
Photo: ESPN Films
In an effort to capture the elusive market of young Latino men ESPN premiered its first Spanish language film September 27 on ESPN Deportes and ESPN Classic. The film, JC Chávez, chronicles boxer Julio Cesar Chávez’ rise in popularity. ESPN and Genius Products, L.L.C., planned to release JC Chávez on DVD September 30 for a suggested retail price of $19.95. Plans were also in the works for Red Envelope Entertainment to distribute the film digitally on Netflix on the DVD release date. Scroll down to watch a clip from the film in Spanish with English subtitles.
JC Chávez, part of the company’s Hispanic Heritage Month programming line-up, was scheduled to appear on ESPN Deportes in Spanish with Spanish graphics; and on ESPN Classic in Spanish with English subtitles and graphics.
Eric Conrad, director of Programming and Acquisitions, ESPN Deportes
“Julio Cesar Chávez is one of the most beloved boxing icons of all times,” said Eric Conrad, director of Programming and Acquisitions, ESPN Deportes. “We are excited to have the opportunity to present ESPN Film’s first Spanish-language films in primetime. His story resonates not only with his countrymen, but with all who have worked hard to be the best at their craft.”
The film also represents Diego Luna’s directorial debut. According to promotional materials, the 78-minute film portrays an intimate account of the struggle and success of Chavez, considered by some a national hero, from humble beginnings in Culiacan, Mexico to a boxer of international renown. The film features interviews with Chávez’ family and friends, Mike Tyson, Oscar De La Hoya and Mexico’s former president. JC Chávez was produced by Canana, a film and production company based in Mexico City.
A moment during the filming of JC Chavez
Click here to buy J.C. Chavez
“The story of Julio Caesar Chavez is one of struggle and perseverance,” said Tori Stevens, vice president, Multi-Platform Development, ESPN. “Chávez was the first boxer to rise out of Mexico and for that, he will always be a national hero. ESPN Home Entertainment is excited work with ESPN Deportes to present JC Chávez as its first Spanish-language DVD project in the Hispanic marketplace.”
The JC Chávez DVD special features include fight highlights, interviews from the ESPN archives and two different ESPN Deportes Profiles episodes on Julio Cesar Chávez. Additionally, the special features include original Spanish language audio with English translations or optional English subtitles.
ESPN Home Entertainment, a division of ESPN Enterprises, provides home entertainment sports products, including movies, documentaries and instructional DVDs. ESPN Home Entertainment is one of the business units within ESPN, Inc., a multinational, multimedia sports entertainment company featuring a portfolio of more than 50 multimedia sports assets.
Canana focuses on projects natured in Latin America with a worldwide perspective including the development of films in Spanish and English. It was founded in 2005 by Mexican actors Gael Garcia Bernal and Diego Luna, together with producer Pablo Cruz.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
Posted by Elena del Valle on September 18, 2008
Payless ShoeSource Trinity necklace
Photos: Payless ShoeSource
To celebrate Hispanic Heritage Month, Payless ShoeSource is launching the Payless Inspiring Possibilities scholarship program to raise funds for the Hispanic Scholarship Fund (HSF). Beginning September 2008, 650 Payless stores nationwide and the company website began offering a limited edition Trilogy necklace. The black corded necklace with three hoops and inspirational words in English and Spanish: Believe/Creer, Dream/Soñar, and Inspire/Inspirar, sells for $4.
Close up of Payless Trinity necklace
As part of the project, Payless will donate 100 percent of the net profits from the necklace sales to the HSF, making a minimum donation of $35,000. Company representatives expect to distribute a minimum of a dozen $2,500 scholarships as a result of the new initiative.
“Youth and education are critical to the future of our nation,” said LuAnn Via, president and chief executive officer of Payless. “Our efforts in September are focused on supporting Hispanic youth with our Payless Inspiring Possibilities program. The unique, limited-edition Trilogy necklace is available for only $4, a price point accessible to so many. Together, we are truly celebrating Hispanic Heritage Month and benefiting young Hispanics with strong opportunities for higher education and to help them achieve their goals and make their dreams come true.”
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
“We are pleased that Payless has taken a leadership role in providing resources and opportunities to support our future leaders,” said Gary Jimenez, regional vice president of the Hispanic Scholarship Fund.
Spanish language necklace – click on image to enlarge
“HSF provides the Hispanic community with more college scholarships than any other organization,” said Gaby Alban, Hispanic spokesperson for Payless. “We at Payless are proud and honored to partner with the HSF in supporting their mission to double the rate of U.S. Hispanics earning college degrees.”
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is one of the largest specialty family footwear retailers in the United States. As of the end of first quarter 2008, the company operated more than 4,500 stores. Since 2004, Payless has established formal programs to support important causes by selling on-trend items and making them accessible with affordable price points at the same time donating 100 percent of the net profits from the sales of the item to the cause.
Founded in 1975 as a not-for-profit, the HSF is a Latino scholarship organization. During the 2007-2008 academic year, HSF awarded almost 4,100 scholarships exceeding $26.7 million.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on October 11, 2007
Jim Vella, president, Ford Motor Company Fund and Community Services
Photo: Ford Motor Company Fund
In celebration of National Hispanic Heritage Month, the Ford Motor Company Fund and Community Services are supporting BizFest, a leadership development and entrepreneurship training program created by the United States Hispanic Chamber of Commerce Foundation that brings together Hispanic high school students from across the country to compete for scholarships, prizes and long-term business support.
The Fund will also reach out to middle school children through the Ford Hispanic Heritage Art Program, a national partnership with Newspapers in Education designed to sharpen student’s art and writing skills as they learn about Hispanic and American history. The Fund was a sponsor of the National Hispanic Foundation for the Arts (NHFA) Noche de Gala in Washington, D.C. to raise funds for graduate scholarships to Latino students.
“Ford has a long history of partnering and working with the Hispanic community. We are proud to continue our tradition of creating and supporting educational and leadership opportunities in the Hispanic community while promoting cross-cultural exchange,” said Jim Vella, president, Ford Motor Company Fund and Community Services.
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
Ford Motor Company and its philanthropic arm, Ford Motor Company Fund and Community Services, boast of a 30 year collaborative relationship with the Hispanic community. Established in 1949 and made possible by Ford Motor Company profits, Ford Motor Company Fund supports initiatives and institutions that foster innovative education, auto-related safety, and American heritage and legacy.
In the past, Ford has supported, among others, the Alameda National Center for Latino Arts and Culture, Our Journeys/Our Stories: Portraits of Latino Achievement, Corazon de mi vida, Picture Me Safe & Secure, Driving Skills for Life, Retratos: 2,000 Years of Latin American Portraits, Ford Partnership for Advanced Studies, National Association of Hispanic Journalists and National Association of Hispanic Publications Latino Press Fellowship and several education and scholarship programs.
Additional national Hispanic organizations the Fund supports include: League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), National Hispanic Caucus of State Legislators (NHCSL), National Hispanic Foundation for the Arts (NHFA), and National Puerto Rican Coalition (NPRC).
Posted by Elena del Valle on April 18, 2006
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Singer Celia Cruz and documentary director Joe Cardona
Photo: CeliaCruzonline.com and WPBT South Florida
PBS (Public Broadcasting Service) will broadcast a 90-minute documentary, directed by Joe Cardona, about Cuban singer Celia Cruz during the 2006 Hispanic Heritage Month. Titled “Celia: The Queen,” the documentary recounts the life and music of Celia Cruz from her humble beginnings in Cuba to international fame.
Cardona includes first hand testimonies from the “Queen of Music” herself, musicians, artists and friends such as Quincy Jones, Johnny Pacheco, and Gloria Estefan. The documentary attempts to capture the impact Cruz had on music and her contribution to universal culture.
“She was there, in spirit, in the faces of the dancing crowd and through her treasured belongings, from her make-up table and small statuettes of saints, to her show-stopping gowns,” said Cardona, who was also co-curator of a 2005 Celia Cruz exhibit at the Smithsonian National Museum of American History, “Azúcar! The Life and Music Celia Cruz.”
A Celia fan since childhood, Cardona was working on her documentary when she passed in 2003. He completed the project with the cooperation of her family and friends.
The documentary will debut in private screenings in Miami, New York and Los Angeles, and will later air nationally on PBS. Publicitas LHM, headquartered in Miami, is managing limited marketing sponsorship opportunities for the media showings and the broadcast premier.
Cardona was born in San Juan, Puerto Rico, of Cuban parents. Some of his recent films, include “Bro,” a 2000 feature film which made its way to more than 15 film festivals, won the 2001 Flickapalooza Best Script Award and in that same year was nominated for an Alma Award in the Best Indie Film category; in 2001, he directed “Nuestra Risa,” a 60-minute documentary in English providing a look into the world of Latino humor.
He was also responsible for “Jose Marti: Legacy of Freedom,” a 2002 documentary narrated by Pulitzer Prize winning journalist Liz Balmaseda and Academy Award nominee, Andy Garcia. The film won the 2002 Best of Show Aurora International Platinum Award. Most recently he released “Cafe con Leche II,” a documentary sequel to the 1997 film about Cuban identity and a growing young Cuban-American generation.
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