Stanley Works Launches Bilingual Campaign

Stanley Works announced its launch of a nationwide Hispanic outreach program called "Hazla en Grande" -- which translates to "Make It Big" in English. The initiative is designed to provide materials that will build knowledge and/or skills among Hispanics working in the construction trades. Todd Langston, director of marketing for Stanley, issued an open invitation for all distributors to participate in the program and begin offering the Stanley materials to their base of Hispanic customers.

This bilingual initiative provides a variety of materials designed to attract, educate and inspire Hispanics during their journey to a successful career ... possibly even a path to business ownership. Materials include training videos, pocket translators, books, and other exciting program elements that will engage Hispanics on a cultural level.

Hector Vallejo, National Hispanic Marketing Manager at Dewalt/Black and Decker, asked about how Dewalt’s strategy will integrate with Stanley’s, notes that “at this point I cannot answer these questions since we have not officially merged and met with their team.” But “I know Stanley just launched a Hispanic Marketing Campaign and are using AC&M Group to support it.”

Alfredo Garza, Marketing Director at AC&M Group, the advertising agency that created the initiative, said "Stanley will support the educational and training efforts of the National Hispanic Contractors Association (NHCA) and its 11 chapters that operate a regional level”.

 

The materials

The materials include a training video collection, a pocket translator and the book “Lear to Earn”. The training video collection covers practical topics such as framing, drywall, roofing, finish & trim, and techniques for mechanics. Each 25-minute video provides tips & techniques for selecting the right tools, estimating a job, preparing the jobsite, and meeting building code requirements as well as valuable safety tips for working around the jobsite.

The pocket translator is an English-to-Spanish/Spanish-to-English guide to translating more than 2,000 commonly used construction terms on the jobsite. By design, this guide can be used by Spanish speakers and English speakers alike for more effective jobsite communication.

The Book "Learn to Earn" provides basic information for workers who want to start their own business. It includes advice from industry experts, key information from industry associations, and insight from entrepreneurs who have succeeded in establishing their own companies.

 

Related Articles:

Dewalt Launches Integrated Marketing Campaign to Connect with Hispanic Soccer Fans Nationwide


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.