Hispanic Heritage Foundation

1. Hispanic HeritageFoundation www.hispanicheritage.org Celebrating and promoting Hispanic pride, culture and accomplishment through comprehensive programs which educate, enlighten and inspire

2. The Hispanic Community • Nearly 40 million documented Hispanics account for more than 13 percent of the total population in the United States making Hispanics the largest minority in America • Approximately one in eight Americans is Hispanic • The United States is the fourth largest Hispanic country in the world behind Mexico, Colombia and Spain • The median age for Hispanics in the United States is 26 years old compared to 38 for whites and 31 for African Americans • More than 35 percent of the Hispanic population is less than 18 years old • According to TIME/LIFE’s Hispanic Opinion Tracker study, nearly 90 percent of all Hispanics identify with being a Hispanic as much as or more than as an American • Support of the Hispanic Heritage Foundation will position the NEA as the leader in education with the Latino community • The number of Hispanic teachers have not kept up with the burgeoning Hispanic population and the achievement gap for Latino students continues to broaden • Hispanics graduate from college at 1/3 the rate as non-Hispanic whites and from high school at the rate of 62% compared to 90% for non-Hispanic Whites

3. Brief History of Hispanic Heritage Awards and the Foundation 18 years ago, the Hispanic Heritage Awards Foundation was created in the form of a small White House ceremony commemorating Hispanic Heritage Month and has grown to be the most prestigious Hispanic honor and event in America, celebrating Hispanic pride, culture and accomplishment The Hispanic Heritage Awards Foundation is a 501(c)3 organization, Federal ID# 52-18182555 The Awards ceremony includes a Kennedy Center stage production in tribute of Honorees featuring the hottest Latin performers and is taped and aired as TV specials on NBC and Telemundo stations

4. HHF annually honors the outstanding contributions of Hispanic Americans and promotes them as role models during the Ceremony The Ceremony is co-hosted by 33 national Hispanic organizations including NCLR, LULAC, NALEO, National Association of Hispanic Journalists, MALDEF, Hispanic College Fund, Hispanic Scholarship Fund, Hispana Leadership Institute and US Hispanic Chamber of Commerce The 2004 Hispanic Heritage Awards were a tremendous success as the in-house audience of 1,000 business and community leaders and elected officials celebrated at the Kennedy Center

5. Hispanic Heritage Award Honorees are recognized for their contributions to America in various categories and serve notice that no dream is beyond reach with ganas, vision and hard work • Educators, community activists, engineers, elected officials, doctors and other Latino leaders stand alongside cultural superstars • Past Honorees include: • Singers Gloria Estefan and Ricky Martin • Legends Celia Cruz and Oscar de la Renta • Actors Anthony Quinn and Rita Moreno • Educators Judith Baca and Jaime Escalante • Leaders Antonia Pantoja and Henry Cisneros • Writers Isabel Allende and Julia Alvarez • Doctors Antonia Novello and Pedro Greer • Athletes Sammy Sosa and Derek Parra • Activists Raul Yzaguirre and Dolores Huerta • and even an Astronaut, Dr. Ellen Ochoa

6. Events Surrounding the Awards Honorees Reception and Dinner: Exclusive black-tie dinner, which takes place at the Kennedy Center, is held in tribute of the 2005 Hispanic Heritage Awards Honorees and features Hispanic leaders, celebrities, HHF Board, high-level sponsors and elected officials. Live music softly plays in the background as sponsors host tables and enjoy a culinary delight. The Honorees Reception, which features mariachis, and Dinner serve as a warm-up to the Ceremony and stage production. After Party: Fun feista for the 1,000 invitees takes place at the Kennedy Center and immediately follows the Ceremony and keeps the energy going until 1 a.m.

7. Hispanic Heritage Awards Ceremony Public Relations Results Print coverage • Circulation reached 16 million (Burrelle’s News Service) with stories in: USA Today, New York Daily News, The Washington Post, Dallas Morning News, San Jose Mercury News, Arizona Republic, Philadelphia Daily News, Miami Herald, San Francisco Chronicle, Detroit Free Press, Newsday, People Magazine, Hollywood Reporter, Women’s Wear Daily, Hispanic Business, Hispanic Magazine, La Opinion, La Prensa, El Nuevo Herald and Al Dia. TV and Radio Coverage • Television broadcast coverage reached a viewership of 88 million (Video Monitoring Service) and included outlets such as: Univisión, Telemundo, NBC, CNN, CNN en Español, PBS and Access Hollywood among others • Radio coverage, often sighted as the number one way to reach Latino audiences, reached a total of more than 47 million people internationally, through more than 8,000 radio outlets (based on the Radio USA survey from Arbitron Company) Online Coverage • A sampling of online hits reached a total of nearly 21 million unique viewers (based on Bacon’s Media Database and individual research) on Internet sites that included online versions of: Miami Herald, Houston Chronicle, Philadelphia Daily News, San Francisco Chronicle, Arizona Republic and San Jose Mercury News Print Advertising • Ads reached a circulation total of nearly 4.5 million readers through publications such as, People en Español, Hispanic Magazine, Poder, Christina La Revista, Vanidades, Urban Latino, Latina Style, and Catalina Note: Numbers don’t include ratings for TV programs—just free media

8. Hispanic Heritage FoundationYouth Awards Eight years ago, as an extension of the Hispanic Heritage Awards, the Foundation launched the Youth Awards program to identify and prepare next generation of Hispanic role models and leaders by providing educational support and celebrating their achievements in the classroom and community The Youth Awards is a leadership program

9. Youth Awards Growth In 1998, the Youth Awards honored just five students with a total of five thousand dollars in educational grants; since then, 578 students have received a total of $1.6 million in grants The Youth Awards started with five cities and now boast 12 regions (i.e. a student from Wisconsin won the Chicago Award and a student from North Carolina won in Washington, DC) In 2004 alone, 168 students received $500,000 in grants The National Youth Awardees have an event in Miami and are featured during the HHA Ceremony in Washington and on TV programs

10. Regional Youth Awards • Regional awards are currently available in 12 regions—Chicago, Dallas, Houston, San Antonio, Los Angeles, San Diego, San Jose/Bay Area, Philadelphia, Phoenix, Miami, New York and Washington, DC • Students must be of Hispanic descent and seniors in high school • Awardees are selected based on academic standing, community service, category focus and an essay about importance of heritage • Gold and Silver Medallions ($3,000 and $2,000 educational grants respectively) are presented by sponsors at regional ceremonies • Regional Ceremonies, held at top universities and colleges (Stanford, U Penn, Rice), are attended by students, parents, elected officials, and top business and community leaders • Last year’s categories included: Academic Excellence, Community Service, Film & Entertainment, Healthcare, Journalism, Mathematics & Engineering and Sports • The NEA can create an “Education” Award to identify and nurture the next generation of Latino teachers or possibly take over the Academic Excellence Award and help close the achievement gap

11. Youth Awards National Presence

12. Youth Awards Regions—the Need Region Percentage of Hispanics Overall Regional in the under 18 Population Hispanic population Chicago 26.79% 19.9% Dallas 37.51% 32.9% Houston 39.71% 32.9% Los Angeles 55.75% 44.6% Miami 80.87% 57.3% New York City 38.07% 26.5% Philadelphia 11.76% 8.5% Phoenix 32.15% 24.8% San Antonio 66.68% 35.6% San Diego 36.36% 26.7% San Jose 34% 24% Washington, DC 13.76% 7.9% * Albuquerque 58.10% 42% * Denver 50.43% 31.7% * Raleigh/Durham 9.48% 6.5% * Prospective Youth Award cities Reference: based on Census Data from www.census.gov. 2000 United States Census.

13. National Youth Awards In 2004, the 168 Regional awardees were narrowed down to seven National Awardees, one per category, who received an additional $5,000 grant, laptop and were flown, with families, to a National Youth Award presentation and Hispanic Heritage Awards in Washington, DC These young leaders are now attending the top colleges and university and welcome the responsibility of being a role model and inspiration to their peers

14. Youth Award Process & Timeline December: • On-line applications and 200,000 hard-copy applications, posters and brochures (with NEA logo), are distributed in high schools, and 4,000 Subway restaurants in 12 regions • High-visibility public relations campaign is rolled out (outreach includes Spanish and mainstream print and broadcast, TV and radio PSAs, radio media tours, newsletters, et al) featuring Hispanic celebrities, HHF spokespeople, sponsors and former Youth Awardees Early February: • Applications are collected and distributed to selection committees, which are comprised of three community leaders per category per region (this is a great opportunity for the NEA to gain positive exposure with opinion leaders on national and regional level) Mid-March: • Regional Awardees are selected and announced via PR campaign

15. Youth Award Process & Timeline April and May: • Regional Award Ceremonies are coordinated in 12 regions (NEA would present regional awardees with awards in front of 150-200 community leaders, celebrities and media) Early June: • National Youth Awardees are selected and announced Late June: • National Youth Award Presentation and press conference (NEA present national awardees with award in front of press, celebrities, and community leaders) September: • Hispanic Heritage Awards (Sponsors present award to student onstage at the Kennedy Center in front of 1,000 Hispanic leaders) Late September or October: • National Awardees are featured on NBC and Telemundo TV programs with name of sponsor under their name and category

16. Youth Awards Public Relations Results Print coverage • Circulation reached nearly nine million (Burrelle’s News Service) with stories in: San Jose Mercury News, Arizona Republic, San Diego Union Tribune, Newsday, Miami Herald, Philadelphia Daily News, New York Daily News, Orange County Register, San Francisco Chronicle, Hispanic Magazine, El Nuevo Herald, Diario de Las Americas, People en Español, Hoy, and La Opinion TV and Radio Coverage • Television broadcast coverage reached a viewership of more than 12.2 million (Video Monitoring Service) and included outlets such as: Univisión (national and local), Telemundo (national and local), NBC in New York, Washington DC, Miami, Philadelphia, Chicago, San Antonio, Houston, Dallas, Phoenix, San Francisco, Los Angeles, and San Diego, ABC in Philadelphia, and independent network shows and regional cable outlets such as LATV Live in Los Angeles and News 12 in New York. Segments on syndicated shows such as Latin Lifestyles and Hispanics Today. • Radio coverage, often sighted as the number one way to reach Latino audiences, reached a total of more than 7 million people internationally, through nearly 800 radio outlets (based on the Radio USA survey from Arbitron Company) Online Coverage • A sampling of online hits reached a total of nearly 6,000,000 unique viewers (based on Bacon’s Media Database and individual research) on Internet sites that included online versions of: Miami Herald, Houston Chronicle, Philadelphia Daily News, San Francisco Chronicle, Arizona Republic and San Jose Mercury News Public Service Campaign • Public Service Announcements were shown on television and radio stations across the country including highly-rated programs such as the Today Show and featured spokespeople such as Gloria Estefan, Carlos Ponce, Jon Secada and Shalim as well as TV personalities Judy Reyes from the NBC hit show Scrubs, sports announcer Andres Cantor, and New York Times bestselling author Alisa Valdes Rodriguez • Two sixty-second audio news releases (ANRs) were also distributed to help promote the Youth Awards Application Drive to more than 5,500 local radio stations

17. Testimonial from Youth Award Recipient “The Youth Awards program is so much more than the generous grant that has helped me attend Stanford University, moreover it is the responsibility I will carry forth to set a positive example for my peers and give back to my community in east Los Angeles. There is no more effective or honorable way to do that than to be a teacher. I want to thank your organization and your sponsors for putting your trust in an upcoming generation. I will probably not be able to repay the monetary sum but your investment will be repaid one-hundred fold through the young lives I hope to impact and the positive image I will project as a young Latino. You have created a familia at the Hispanic Heritage Foundation that keeps in contact with us and provides guidance as we go forward with our lives. You always take our calls, when we’re in DC you open your home and when we see your team, we are received with hugs and open hearts. I’ll never forget when you told us to always send the elevator back down once we reach the top. I promise to make everyone proud.” Abrazos, Emmanuel Pleitaz 2001 National Youth Award Recipient

18. Highlights of NEA and HHF Partnership • Creation of Hispanic Heritage Youth Award for Education, which will raise NEA’s visibility through the PR campaign and events in key regions with Latino community, Latino leaders and general public (The Regional Ceremonies are an excellent vehicle to engage your state and local affiliates by having them participate in events, as selection committee members and presenters) • Creation of a special recognition for educators by Foundation, NEA and Youth Awardees of the teachers who have made the strongest impact on their success • NEA can host the Washington, DC, Youth Award Ceremony and garner valuable exposure with national and regional leadership as well as take part in invitation list for event (NBC and Telemundo report from the events) • Participation in our LOFT program, which includes identifying past Youth Awardees who want to be teachers • Creation of a free, bi-lingual “college guide,” which NEA/HHF can distribute and make available on-line and HHF PR team can promote (NEA’s vast resources can be used) • Creation of “teacher’s guide” to help teachers and parents educated youngsters about the contribution of Latinos and provide inspiration in the form of CD-ROM or DVD, which can include a curriculum guide (Note: we receive numerous requests for a copy of our TV show from teachers who deal with predominantly Latino students and lack material) • Presence on HHF website • Presence at Hispanic Heritage Awards Ceremony at the Kennedy Center

19. Other Programs HHF’s focus is to not only recognize Latino leaders but to put them in a position to lead through year-round comprehensive programs, which include: • Youth Awards Speakers’ Bureau—former Youth Awardees visit schools and community centers to talk to young Latinos about what can be accomplished and what options they have • Educational Website—to educate and provide resources (currently in development) • Latinos on Fast Track(LOFT)—new initiative to funnel past Youth Awardees into America’s workforce

20. LOFT (Latinos on Fast Track) The Hispanic Heritage Foundation and Hispanic College Fund have partnered in an effort to systematically develop productive and sustainable relationships between top emerging Hispanic professionals and America’s workforce

21. The Need for LOFT • Hispanics make up only 5.7 % of the ‘management workforce,’ which is less than half of parity—lowest of any race or ethnicity • More than two-thirds of the overall workforce growth in the next 15 years will be Latino however, less than one percent of that growth will be in management • The Hispanic workforce, by 2020, will nearly double the growth of Asians, African Americans and whites combined • Hispanics graduate from college at 1/3 the rate as non-Hispanic whites and from high school at the rate of 62% compared to 90%; LOFT provide sponsors with top-performers from top-universities who have beat the odds and are excelling • LOFT focuses on building relationships between candidates and sponsors, not list serves and cattle-call job fairs

22. Features ofLOFT • Relationship Coordinator will visit Sponsors’ headquarters to gain better understanding of corporate culture to best present opportunity of company to Candidates • Subscription to LOFT newsletter, which will be distributed to Sponsors and Candidates and feature Candidates, Sponsors and success stories • LOFT Coordinator will build meaningful relationships between 2,000 former Youth Awardees and Hispanic College Fund scholarship recipients and Sponsors • LOFT Coordinator will prepare Candidates for interview process • LOFT will develop specially-tailored guide for Candidates of Sponsor-headquarter community centers, places of worship, Latino-friendly neighborhoods, Latin themed area-restaurants, dance clubs, et al, in an effort to help Candidate assimilate and increase retention • Sponsors will work directly with Relationship Coordinator to approach Candidates based on specific features, such as location, bilingual abilities, alma mater and focus of education, interests

23. www.hispanicheritage.org Another focus of the Foundation is to educate students, families and the general public about Hispanic culture and its contributions to the America and the world

24. Website Features • Vibrant virtual tours of Spain and Latin American countries, including pop-up quiz to test user knowledge • Inspirational quotations by Hispanics leaders • History of countries including time-line of contributions by Latinos • Recipes, folkloric tales, different dialects and vernaculars, statistics, ancestry and indigenous background, and downloads of music • Bios of former Youth Awardees and testimonial messages to provide inspiration to other Latino youth • Parent’s and teacher’s guides to help educate youngsters • Completely bi-lingual • The site will also compile a database of users to register users and create communities for everything from announcements to surveys. • A portal for all things Hispanic heritage

25. Cost • $200,000 for Youth Award category and teacher’s recognition (the teacher’s guide and college guide’s costs can be offset by NEA resources)