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Reaching Generations of Hispanics Media, Marketing and Communications

This presentation by Carlos Alcazar, President & CEO of Hispanic Communications Network, explores the fast-growing US Hispanic market and its potential for driving diversity and growth in the future. It covers topics such as population changes, countries of origin, Hispanic media strengths, and innovative multiplatform campaigns. Discover how to effectively target this vibrant market and mobilize them to action.

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Reaching Generations of Hispanics Media, Marketing and Communications

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  1. Reaching Generations of Hispanics Media, Marketing and Communications Presented by:Carlos Alcazar, President & CEO – Hispanic Communications Network

  2. From 2007 to 2012 there will be: • 1,217,413 new Hispanics per year • 3,333 per day • 139 per hour How fast is the market growing? • 101,451 per month

  3. US Hispanic MarketDriving US Diversity and Growth Source: American Marketscape DataStream: 2008 Series

  4. US Hispanic MarketDriving US Diversity and Growth Source: American Marketscape DataStream: 2008 Series

  5. US Hispanic MarketDriving US Diversity and Growth Into the Future… By 2050, Hispanics will represent over 30% of the total US population! • Hispanic Growth 2000-2008 • Nearly 12 million additional Hispanics • 34% growth • 50% of the total US population growth Population Changes & Projections 1940-2013 Source: American Marketscape DataStream: 2008 Series

  6. US Hispanic MarketCountries of Origin • Mexican origin Hispanics form the majority of Hispanics in the US (70.1%) • Next are Puerto Ricans, Cubans, Dominicans, Salvadorians • The proportion of Mexicans is stable • Central Americans are increasing in proportion Source: American Marketscape DataStream: 2008 Series

  7. US Hispanic MarketCountries of Origin: 5 States CA FL GA IL NY Source: American Marketscape DataStream: 2008 Series

  8. US Hispanic MarketHispanic Age Range by Distribution Hispanics are the youngest population in the US. Source: American Marketscape DataStream: 2008 Series

  9. Hispanic Media WorldsTargeting Media for Effective Marketing

  10. Hispanic Media WorldsHispanic Media Ad Spending

  11. Hispanic Media WorldsStrengths of Hispanic Media: Television Television • Outranks English-language TV in increasing number of markets • National & Local TV have highest viewership • 50% of Hispanic households have Cable TV; 33% Satellite TV

  12. Hispanic Media WorldsStrengths of Hispanic Media: Radio Radio • 95% of Hispanic persons, age 12+ tune into radio each week • Spanish Radio listenership continues to grow as general market radio slows • Top formats: Mexican Regional, Spanish Contemporary, Rhythmic CHR • Men are particularly high out-of-home listeners; women and 65+ in-home listeners Time Spent Listening Hours : Minutes per Week Source: Arbitron, 2007

  13. Hispanic Media WorldsStrengths of NEW Media Internet • Fastest growing segment of online users in the US • 60% of US Hispanics own a computer; 50% have Internet access • Acculturated: 70%; 60% • Unacculturated: 50%; 40%

  14. Hispanic Media WorldsStrengths of NEW Media Cell Phones • Hispanics over-index in use of cell phone functions Pre-Paid Phone Cards • Audio and print branding • Used highly among Latino consumers calling family in country of origin • Hispanics in Washington, DC metro market place nearly 2 million calls per month via pre-paid phone cards

  15. Hispanic Media WorldsStrengths of Hispanic Media: Print and OOH • Newspapers • Diminishing but still strong Magazines • Top Magazines (ranked by advertising revenue): People en Español, Latina, Selecciones, TV y Novelas Out-Of-Home Billboards, Public Transit, Store Display Coffee cups, napkins, transit and sports tickets

  16. Why do issue campaigns fail even with strong public support? No hablas en su idioma… and I don’t mean Spanish…The Human Genome Project on radio Vocabulary, environment, perspective, living condition realities

  17. Acupuncture Marketing… • Deep and NarrowSegmented to determine what it takes to create the changeUse the influencers to make change where relevant “abuelitos, tios, familia”Make sure they will take actionAvoid empty threats • Select your platformTV, Radio, Print, Online, Outdoor, Mobile, Guerilla Marketing

  18. What are we watching in Spanish? Desperate Housewives and Ugly Betty…every single night!!

  19. Innovative Multiplatform CampaignsNHTSA Impaired Driving: TV, Radio, Online, Mobile Original Short-Segment Programming Primetime TV Programming Integration Radio, Online, SMS & Mobile Marketing Spokesperson: Patricia Manterola

  20. Human Trafficking Challenge How can we get our target to mobilize to action? Understand a variety of factors deeply: Comfort zoneLifestyleBenefits outweigh the risks

  21. Innovative Multiplatform CampaignsGang Prevention: TV, Radio, Print, Online Website Print Ads TV PSAs, News Packages & VNRs Spokespersons: Pedro Sevcec & La Secta Allstar

  22. Keeping Kids Safe OnlineWhy can’t we just translate our English content?

  23. And what about the English-dominant Hispanics? Online Video – Webisodes Viral Seeding In-language

  24. What does this mean to you? Determine the size and growth rate of the Hispanic market Understand the market (country of origin, demographic segmentation, cultural patterns, etc) Seek professional advice Beware of the “Bilingual Cousin Married to the Receptionist Syndrome” Allocate appropriate budget TransCreate… Don’t Translate Do it because it makes business sense… not to check off a box

  25. Serving niche clients: Government, Non-Profits, Trade Groups & Associations Integrated Communications Meets Cause Marketing in Fastest Growing Market Segment Unique Social & Cause-related Marketing and Spanish Language Media • National Radio Reach (248 Stations) • Newspapers, Magazines & Custom Publishing • TV Production & Programming • Interactive (Web 2.0, Blogs, podcasting, mobile marketing) • Outdoor Media Relations, Marketing & Coalition Building Network Programming and Platforms • Full Service Hispanic Communications Strategy “Marketing to Hispanics” • Coalition-building with Hispanic-serving institutions • Information & Referral Service Toll-Free Helpline • Community Festivals & Grass Roots Work

  26. National Radio Reach248 Radio Station Affiliates • Six daily programs – Health, Financial Literacy, Education, Lifestyle, Environment, Civic Participatiion • Two weekly programs – • Immigration Call-In Show • Political Analysis & Debate • Online Streaming & Podcasts • Weekly cume of more than 10 millionactive listeners • AQH of 1,214,000 • Hispanic market coverage is 91.7% • Winter 2007 Arbitron Report

  27. Innovative TV Production & Programming Campaigns We work with the leading Spanish-language TV networks to reach the broadest possible audience • Production and placement of targeted TV programming • Integration of messages and services in network TV programming • Distribution through closed-circuit TV networks, DVD’s and direct mail

  28. Integrated Communications Solutions: Online, Newswire, Mobile, Out-Of-Home & Grassroots Online • Online Programming & Packaging Content for the Web • Website and Web 2.0 Development • ConCiencia - Hispanic Health & Science Newswire Service Mobile Marketing • Hispanics over-index in use of mobile phones • HCN launched first mobile content platform with proprietary SMS Short Code 52733 (LaRed) Out-Of-Home Media • Outdoor: Billboards, Public Transit, Malls • Nontraditional Grassroots • Community Festivals • Toll-free Information & Referral Service

  29. Print and Custom Publishing HCN’s Affiliate Newspaper Network (100+ Publications) • Weekly syndicated column “La Columna Vertebral” Newspapers, Magazines & Custom Publishing • Design of advertisements for all print media • Custom Flyers to Magazines

  30. Some of our Clients

  31. 1126 16th Street NW, Washington, D.C. 20036 www.hcnmedia.com Phone 202.637.8800 carlos.alcazar@hcnmedia.com

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