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Monday July 17, 2006 Marketing to the Hispanic Community
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Monday July 17, 2006
Marketing to the Hispanic Community
Market size and growth Characteristics demographics, etc. Key markets Key focus-group findings Attitudes toward Scouting Resources
U.S. HISPANIC POPULATION COMPOSITION - 2006
Nation Population %of origin in millions Mexico 28,248 64.2%Central and South America 6,380 14.5%Puerto Rico 4,620 10.5%Cuba 2,112 4.8%
Other 2,640 6.0%Total 44,000 100%
How Significant Is the Hispanic Population $$$
There are now 44 million Hispanics living in the United States, which account for 13.7% of the population.
One in every seven Americans is of Hispanic origin.
By 2010, nearly one person out of every six living in the U.S. will be of Hispanic origin.
Hispanic Americans have become the biggest minority in the nation.
What Exactly is “Hispanic”?
The term “Hispanic” applies to U.S. citizens and residents who identify themselves as descending from inhabitants of Mexico, Puerto Rico, Cuba, the Dominican Republic, or Central and South America.
- U.S. Census Bureau
Are Hispanics Valuable Consumers?
As of 2004 Hispanics have an estimated buying power of $686 billion.
California alone has a Hispanic buying power of $198.5 billion.
Texas follows, with $119.billion. Florida has $63.7 billion. Illinois finishes out of the top five markets, with
$31.3 billion in Hispanic buying power.
Top 10 Hispanic Markets
Los Angeles New York Miami Chicago Houston San Francisco Dallas San Antonio Phoenix San Diego
4,559,255 2,769,550 1,326,700 1,017,640 920,980 855,265 734,220 653,650 526,025
What Is the U.S. Hispanic Population Like? Younger age profile than the
average in the United States Larger families More full-time employment
than average Heavy spending, particularly in
certain categories
FAMILY CHARACTERISTICS
68% of Hispanic children live in two-parent households (75% white, 35% black)
High school dropout rate of 50%
66% of Hispanic heads of households do not have a high school diploma
SOCIAL CHARACTERISTICS
Strong identification with “traditional values”
Strong commitment to family, religion, and heritage
Strong work ethic; belief that you must make it on your own
Unlike earlier ethnic immigrants, the Hispanic population strongly identifies with its ethnic background and holds tightly to its language and customs.
LANGUAGE USAGE AMONG U.S. HISPANICS Spanish is the first language of
around 90% of Hispanics. 79% are most comfortable
speaking Spanish at home. 46.4% of children are most
comfortable speaking Spanish. 34% of teens speak Spanish at
home and 4% speak Spanish with friends.
MEDIA USAGE AMONG U.S. HISPANICS 70% watch Spanish television –
Univision and Telemundo are the two major Spanish-language networks
Tend to watch 4 ½ hours of Spanish-language television per day
70% listen to Spanish-language radio stations for an average of one hour per day
Tend to read Spanish-language newspaper most often
MEDIA USAGE AMONG U.S. HISPANICS
Teenage media usage:58.6% read magazines – both
English and Spanish language. 58.2% listen to the radio – usually
Latin music. 55.2% watch cable television –
tend to watch more English-language TV.
Generally, youth are receptive to English-language media.
KEY FINDINGS:
YOUTH/PARENT
Boys like sports (extreme), computer games, and “hanging out”.
Parents want boys “safely” challenged. They support sons in sports, talent development, and educational activities.
They will not force involvement, but support a boy’s choice/interest.
Moms are most involved in decisions and activities.
FACTORS THAT POSITIVELY INFLUENCE HISPANIC MEMBERSHIP
Having bicultural staff members Using bicultural promotional
materials Active outreach by council
Relationships/Marketing committees Dedicated professional staff
leadership and council executive support
EFFECTIVE MARKETING MESSAGES – Youth/Parent
Youth messages
Outdoor oriented
Variety of “new” things to do
Earning badges/skills
Sports messages (soccer)
Hispanic role models
Youth peer role models
Parental messages
Family emphasis
Scouting values (God, family, country) but many don’t know Scouting offers them
Respect for self and others
Scouting benefits (achievement discipline, educational)
Parents’ key concerns are gangs, drugs, violence at school and dropouts
BARRIERS TO HISPANIC PARTICIPATION
Misperceptions and limited understanding about Scouting – especially parents
Lack of understanding of volunteerism – parents
Lack of information about Scouting programs
Orange County Council’s“2 for 1” Soccer Scouting Program
Four years ago, a national task force of professional Scouters and volunteers had the opportunity to observe the Orange County Council’s Soccer Scouting Program in action.
—The Orange County Council recognized more than a decade ago that a nontraditional approach was needed to serve its booming Latino community—Integrating soccer with traditional Scouting programs was the solution that proved to be very successful
— Latino families saw real benefit in their youth joining a soccer league and learning character-building skills offered through Cub and Boy Scouting.
— Latino professional Scouters and volunteers gave direct leadership to every aspect of the program.
— The Spanish language was the dominant communication medium through which parents became informed about the program.
— In March 2004, the Denver Area Council was selected as the pilot test council of the new program.
— Marketing to Denver’s Latino community was accomplished through the use of PSAs, bilingual brochures, Spanish TV and radio advertising, community events, and a bilingual Web site.
— A task force of professional Scouters from the Cub Scouting and Scoutreach divisions developed an English/Spanish Program Helps manual, Family Time poster, and other resources to support the kick-off event June 5.
Testing The NewProgram in Denver
— Over 150 youth, predominately Latino, signed up to participate in Soccer and Scouting; parent volunteers also signed up as coaches/ assistant coaches.
— Based on the successful results, Soccer and Scouting was rolled out in August.
