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An Integrated Approach to Hispanic Marketing

An Integrated Approach to Hispanic Marketing. Randall Anderson, Chief Operating Officer Listen Up Español. Presentation Overview. I. New American Reality II. Hispanic Insights for Engagement III. Faith Based Giving Among U.S. Hispanics I V. Case Studies V. Best Practices

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An Integrated Approach to Hispanic Marketing

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  1. An Integrated Approach to Hispanic Marketing Randall Anderson, Chief Operating Officer Listen Up Español

  2. Presentation Overview I. New American Reality II. Hispanic Insights for Engagement III. Faith Based Giving Among U.S. Hispanics IV. Case Studies V. Best Practices VI. Engaging the U.S. Hispanic

  3. The New American Reality

  4. InfluenceofHispanicMarket

  5. Who is the U.S. Hispanic?

  6. U.S. Hispanic Youth Source: http://northwestern.news21.com/hispanic-youth-age-language-and-identity-characteristics/

  7. U.S. Hispanic Wealth United States Household Income Hispanics Non-Hispanics $100K $75-100K $35K-75K Under 35K 7% 11% 19% 7% 10% 34% 36% 12% 35% 52% 43% 34% 2011 2000 2011 Source: Nielsen PrimeLocation/Pop-Facts: 2011 Estimates

  8. Median Hispanic Household Income by DMA

  9. Growth in U.S. Buying Power

  10. HISPANIC INSIGHTS FOR ENGAGEMENT

  11. The U.S. Hispanic Influential Voice Source: Orci 2010 Marketing Trends Survey

  12. Points of Diversification

  13. U.S. Hispanic Community Engagement • Hispanic Community Engagement • Volunteering: 66% of U.S. Hispanics surveyed volunteer at least 1x per year • Where U.S. Hispanics Volunteer/Give-back • Faith-based organizations-29% • Community based organizations-27% • Educational institutions-26% Source: slideshare.net/hispanic-philanthropy

  14. U.S. Hispanic Passion Points To truly create a connection with the U.S. Hispanic community, an organization must identify and leverage a passion that drives the community

  15. FAITH BASED GIVING AMONG U.S. HISPANICS

  16. U.S. Hispanic Catholic Trends “The U.S. is not becoming less Catholic because the Roman Catholic Church is becoming more Hispanic.” -Luis Lugo, director of the Pew Forum on Religion and Public Life

  17. Just The Facts • 68 percent of Hispanics in the U.S. consider themselves Roman Catholics, approximately 39 percent of U.S. Catholics. • 64 percent of Hispanics who identify as Catholic attend church services regularly. • 54 percent of U.S. Millennial Catholics are Hispanic (born in 1982 or later) • 28 active bishops are Hispanic. • 15 percent of the priests ordained in 2012 are Hispanic. • There are about 3,000 priests of Hispanic descent.

  18. Long-Term Religious Affiliation

  19. Religiosity Among U.S. Hispanics

  20. Comparison of Beliefs, Hispanics vs. Non-Hispanics

  21. Understanding Key Dates Dia de los Reyes: Three Kings’ Day – January 6th Miércoles de Ceniza: Ash Wednesday – March 5th Las Posadas: Nine Day Novena- December 16-24

  22. Connecting With A Passion Point “HISPANICS SEE RELIGION AS A WAY OF LIVING THEREFORE WE BRING TO THE FAITH THE HISPANIC FAMILY LIFE”

  23. Catholic Relief Services: ‘Plato de Arroz’

  24. Catholic Relief Services: Las Posadas

  25. CASE STUDIES

  26. Case Study: Children’s Miracle Network

  27. Case Study: Children International

  28. BEST PRACTICES

  29. Use Appropriate Messaging • Outreach and messaging should be an appropriate mix of culture with a modern twist: • If reaching 2nd generations—latch on to concept of “heritage” not necessarily a “traditional way of life” and many not married to other Latinos • Latinos are the fastest growing U.S. ethnic group on Facebook

  30. Don’t Just Translate, Enculturate Miami, 1987 “I saw the Potato”

  31. ENGAGING THE PHILANTHROPIC HISPANIC MARKET

  32. Engagement Strategies • Connect with the U.S. Hispanic community and culture.

  33. Engagement Strategies • Ask for donations- the best form of engagement

  34. Engagement Strategies • Make your organizational brand multicultural friendly.

  35. Engagement Strategies • Build relationships.

  36. Engagement Strategies • Be a resource.

  37. Engagement Strategies • Understand your community.

  38. Engagement Strategies • Be committed.

  39. Guest Speakers Chris Ragusa President and CEO, Estee Marketing Group, Inc. Joel Sanchez Bilingual Program Manager, Association of The Miraculous Medal

  40. Thank You Randall AndersonChief Operating Officer Listen Up Español 207-774-1425, Ext. 123 C: 207-462-7107 randall@listenupespanol.com Twitter: @AndersonRandall www.ListenUpEspanol.com

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