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An Integrated Approach to Hispanic Marketing
Randall Anderson, Chief Operating OfficerListen Up Español
Presentation OverviewI. 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
Influence of Hispanic Market
Who is the U.S. Hispanic?
U.S. Hispanic Youth
Source: http://northwestern.news21.com/hispanic-youth-age-language-and-identity-characteristics/
U.S. Hispanic WealthUnited States Household Income
36%
Hispanics Non-Hispanics$100K
$75-100K
$35K-75K
Under 35K
7%
7%
34%
52%
2000 2011
11%
10%
43%
2011
19%
12%
35%
34%
Source: Nielsen PrimeLocation/Pop-Facts: 2011 Estimates
Median Hispanic Household Income by DMA
Population (000) Households (000) Median Household Income
Los Angeles 4,798.1 1,883.9 $45,457
New York City 2,983.5 1,390.6 $39,584
Miami-Ft. Lauderdale
1,348.1 689.7 $42,083
Houston 1,320.1 599.1 $40,159
Chicago 1,182.9 507.5 $45,799
San Francisco-Oakland-San Jose
1,029.5 426.0 $51,738
Dallas-Ft. Worth 1,091.3 483.5 $38,926
San Antonio 808.8 369.2 $36,864
Phoenix 781.6 368.6 $37,712
San Diego 606.7 252.3 $44,347Sources: Kristalytics, 2013
Growth in U.S. Buying Power
HISPANIC INSIGHTS FOR ENGAGEMENT
The U.S. Hispanic Influential Voice
Source: Orci 2010 Marketing Trends Survey
Points of Diversification
Hispanic Communi
ty
Situational Factors
Personal Preferenc
es
American Culture
and Values
Language Preference in
Different Situations
Generation Order and
Family Traditions
Cultural Traditions
from Country of Origin
U.S. Hispanic Community EngagementHispanic 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
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
FAITH BASED GIVING AMONG U.S. HISPANICS
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
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.
Long-Term Religious Affiliation
Religiosity Among U.S. Hispanics
Comparison of Beliefs, Hispanics vs. Non-Hispanics
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
Connecting With A Passion Point
“HISPANICS SEE RELIGION AS A WAY OF LIVING THEREFORE WE BRING TO THE
FAITH THE HISPANIC FAMILY
LIFE”
Catholic Relief Services: ‘Plato de Arroz’
CASE STUDIES
Case Study: Children’s Miracle Network
Case Study: Children International
BEST PRACTICES
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
Don’t Just Translate, Enculturate
Miami, 1987 “I saw the Potato”
ENGAGING THE PHILANTHROPIC
HISPANIC MARKET
Engagement Strategies
• Connect with the U.S. Hispanic community and culture.
Engagement Strategies
• Ask for donations- the best form of engagement
Engagement Strategies
• Make your organizational brand multicultural friendly.
Engagement Strategies
• Build relationships.
Engagement Strategies
• Be a resource.
Engagement Strategies
• Understand your community.
Engagement Strategies
• Be committed.
Chris RagusaPresident and CEO, Estee Marketing Group, Inc.
Joel Sanchez Bilingual Program Manager, Association of The Miraculous
Medal
Guest Speakers
Randall AndersonChief Operating Officer
Listen Up Español207-774-1425, Ext. 123
C: [email protected]: @AndersonRandall
www.ListenUpEspanol.com
Thank You