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 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.