- US Census
The 2010 Census headquarters office in Washington D.S. is preparing to commit to media buys on a national level and the regional census centers last week sent out messages to media outlets in their regions. The deadline for pitches is October 15, 2009. The agencies receiving pitches targeting Hispanic consumers are:
– Hispanic (Spanish – Language): d.Exposito & Partners
– Hispanic Spanish- Language-National: Global Hue Latino
– Puerto Rico – DraftFCB Puerto Rico
During his presentation at Portada’s Third Annual Hispanic Digital and Print Media Conference on Sept. 24, Louis Maldonado, Managing Director of D’Exposito & Partners , said that Global Hue is in charge of the national buy for Hispanic, including print, broadcast and digital media. D’Exposito is charged with planning and buying local media. Approximately 20% of the budget is spent in national advertising and 80% in local markets.
Paid Media Campaign-Phases
January-February 2010 (Awareness Education)
Goal: Build Immediate Awareness and provide educational information
March- April 2010 (Motivation-Participation)
Goal: Inspire and motivate everyone to complete the census questionnaire
May-June 2010 (Support census workers when they knock on doors of those households who did not return the census questionnaires)
Goal: encourage participation with the census workers
- Patients First
Patients First, a Project of Americans for Prosperity(TM), a national patients' organization, has launched the Spanish Web site http://www.pacientesprimero.com to provide information to the Hispanic community on the current health care debate. The Web site contains facts on the health care legislation proposals in Congress, a petition for Hispanics to voice their concerns about the health care legislation and information on events across the country.
- Blue Cross Blue Shield (FL)
Blue Cross Blue Shield of Florida has re-assigned its Hispanic account from Siboney USA to Draft Multicultural.
- American Pet Products Association (APPA)
APPA launched a Pets Add Life PSA campaign in Spanish. APPA’s president, Bob Vetere announced the organization is offering all Hispanic TV stations across the country a public service announcement campaign called Pets Add Life (PAL) which demonstrates the joys and health benefits derived from having pets.
"The Hispanic population is an important group in our country's demographic make-up and we want to make sure that Spanish speaking Americans have access to the same valuable information about pets," said Vetere. "That's why we have translated all the materials in the Pets Add Life campaign including these three thirty-second TV spots in hopes that the Hispanic audience who sees them will find the spots entertaining and helpful at enhancing their health, lives and happiness."
- ESPN Deportes: El Reportero
ESPN Deportes announced a multimedia agreement with Ford, AT&T, Burger King Corporation and Infinity Auto Insurance to serve as marketing partners for the second installation of ESPN Deportes’ Dream Job: El Reportero, the Spanish-language version of ESPN’s popular Dream Job.
Lino García, general manager, ESPN Deportes, said: “Dream Job: El Reportero provides a unique opportunity for our corporate partners to connect with Hispanic sports fans on a national and grassroots level.”
The Ford, AT&T, Burger King Corporation and Infinity Auto Insurance partnerships represent a fully integrated alliance across multiple platforms. As part of the agreement, the four companies will serve as exclusive marketing partners in their respective categories. The agreement includes extensive on-air exposure on ESPN Deportes and ESPN Deportes Radio, including product integration in the three week television show, as well as onsite activation and branding in all six cities where auditions are being held.
A print, online and mobile component is also included bringing the brands to life on ESPN Deportes La Revista and ESPNdeportes.com through a micro-site that will be fully dedicated to covering Dream Job, including tour schedule, voting information, behind-the-scenes videos from all auditions and finalists profiles.
- American Diabetes Association (ADA)
The American Diabetes Association (ADA) partnered with the Ad Council for PSAs highlighting the seriousness of diabetes and complications of the disease, including heart attack and stroke. The PSAs, designed by McCann Erickson, are in English and Spanish, as the campaign is for the general market, with specific focus on the at-risk populations of blacks and Hispanics.
The target audience is people who are already diagnosed with diabetes, and the campaign also encourages them to work with their healthcare providers to keep the disease under control.
For media relations, the Ad Council and ADA are doing a RMT and SMT, as well as targeting English- and Spanish-language media outlets with spokespeople, such as Paul Robertson, MD and ADA president. A Spanish-language brochure about the campaign is also available for consumers who call an 800-number.
The campaign includes a Web site in English and Spanish, and will have a presence on Facebook and Twitter. The campaign, which also partnered with the National Council of La Raza is working with New Media Strategies on social media and handling a majority of the PR internally.
- National Health Partners
National Health Partners, Inc., a provider of discount healthcare membership programs, announced that it has entered into agreements with two new Hispanic marketing groups for the sale of its CARExpress programs.
Under the first agreement, a national marketing group will be promoting the company’s new CARExpress cross-border healthcare program (the CARExpress international program) to Hispanics located across the United States, with particular focus on cities and regions containing a large number of Hispanics.
Under the second agreement, an additional national marketing group will be promoting the company’s traditional CARExpress programs to Hispanics across the United States through a variety of marketing media.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).