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

The New American Reality

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 $45,457New York City 2,983.5 1,390.6 $39,584Miami-Ft. Lauderdale

1,348.1 689.7 $42,083

Houston 1,320.1 599.1 $40,159Chicago 1,182.9 507.5 $45,799San Francisco-Oakland-San Jose

1,029.5 426.0 $51,738

Dallas-Ft. Worth 1,091.3 483.5 $38,926San Antonio 808.8 369.2 $36,864Phoenix 781.6 368.6 $37,712San 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 Communit

y

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’

Catholic Relief Services: Las Posadas

CASE STUDIES

Case Study: Children’s Miracle Network

Case Study: Children International

BEST PRACTICES

Use Appropriate MessagingOutreach 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: 207-462-7107randall@listenupespanol.comTwitter: @AndersonRandall

www.ListenUpEspanol.com

Thank You