Hispanic and Multicultural Marketing
It is no secret that the U.S. Hispanic population has become the fastest growing and most desired ethnic population by marketers. The U.S. Census Bureau projects there will be over 47 million Hispanics in the United States in 2010, accounting for more than 15% of the total population. As this population flourishes, so does its economic influence, with Hispanics leveraging over $1 trillion in spending power.
One of the unique advantages of targeting the Hispanic media for broadcast news and public service campaigns is that these outlets generally do not receive as much PR information as their mainstream counterparts. As such, they tend to respond favorably to culturally oriented news and public service information, which creates greater potential for exposure. This presents a tremendous opportunity for corporations and nonprofit organizations to create awareness and recognition with this important segment of the population and WG is expertly positioned to help you succeed.
How do we do this?
WestGlen's ethnic media services and capabilities include:
- Strategy Development:
- Our experts, who have marketing/PR, production and nonprofit backgrounds, are fluent in Spanish and keenly attuned to the Hispanic market's needs and cultural preferences.
- Beyond developing creative and/or distribution strategies, our team can also offer guidance on other key components (such as a bilingual 800 phone number, website and/or literature) that can help ensure the success of a PR program.
- Production and Distribution of Spanish-language Public Service Announcements (PSAs) and Radio News Releases (RNRs): Services range from concept and script development, to recording, editing and post-production.
- Specialized ethnic PSA distribution services including:
- Translation/adaptation of distribution materials into Spanish or other languages by professional, accredited translators.
- Custom packaging that ensures PSAs stand out among the crowd.
- Targeted media selection/distribution from our online STAR System (Strategic Tracking Analysis and Reports) that contains over 700 Hispanic and other ethnic broadcast and print outlets.
- Pitching and follow-up by professional bilingual publicists.
- WestGlen's exclusive i-Español Hispanic Internet Promotion targeting Telemundo TV station websites, major Hispanic publication websites such as El Diario La Prensa, La Opinión and others, as well as a Hispanic multimedia news release.
- Satellite Media Tours (SMTs) and Radio Media Tours (RMTs) targeting the nation's top Hispanic markets such as New York, Los Angeles and Miami. These can be done exclusively with Spanish-language stations or as part of mainstream tours for maximum coverage and cost-effectiveness.
A cautionary tale about multiculutral marketing:
A common misconception is that a multicultural campaign can be created simply
by translating materials into the language spoken by the target audience.
However, While Hispanic and other ethnic media outlets may be actively looking
for PSAs and news information, this must be relevant to their audience and
presented in a linguistically and culturally appropriate way.
Whether it is adapting a mainstream PR campaign for the Hispanic community or other ethnic market, or developing a multicultural campaign from scratch, WestGlen's team of specialists can help you effectively reach your audience and will guide and monitor your campaign from start to finish.
Click here for more information or to get a project quote.