hispanic recruitment gulf coast consortium of
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TRANSCRIPT
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Hispanic Recruitment
Gulf Coast Consortium of
Community College Public
Information Professionals
Pamela Cox-Otto, Ph.D.
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Hispanic: Person of Latin American decent
living in the U.S., expecially Cuban, Mexican, Puerto Rican, Spanish and other parts of Central and South American
•Not Race
•More Culture
Latino: The same as above but with a
political overtone. Currently Favored in CA & TX- No Consensus
Definitions
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• Foreign Born: Country of Birth– 86% Call themselves “Mexican”
• U.S. Born: – Mexican-American: 62% Favor
“Mexican”• 30% Favor “Latino”
• 8% Favor “American”
– Cuban/Puerto Rican: 41% Favor “Cuban”• 39% Favor “American”
• 20% Favor “Hispanic”
Self Identification
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US Hispanic Population 1960 -
2000
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• 40 Million MORE Hispanics will be added to the population by 2040
• Without Emigration: Hispanic population will be 51 Million by 2050
• By 2010 Hispanic Population will outnumber African American & Asian Populations
Hispanic Pop. Growth
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• New Mexico - 38.2% of Population
• California - 25.8% of Population• Texas - 25.5% of Population• Arizona - 18.8 % of Population• Colorado - 12.9% of Population• New York-Florida-Nevada-New
Jersey-Illinois
Location
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Largest Increases
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• 1980 - 7 MA’s with 100,000 or More– Population 1,906,786
• 1990 - 10 MA’s with 100,000 or more– Population 3,265,200
• 2000- 10 MA’s– Population 6,680,000– 20% of the Population of Texas– 700,000 Undocumented
Texas (MA’s)29% of the U.S. Hispanic Population
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• Purchasing Power– 1990 - $208 Billion– 2000 - $383 Billion
• Purchasing Gains are outstripping Population Gains
• Fastest Growing Market Segment• Loyal - Prefer Quality “Names”
Market Growth
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• Earnings: (Per Capital Income) – 2000 - $13,200– 45% make $25,000 + (13%- 50K+)– 87,000 Affluent in Texas
• 61% in Houston/San Antonio/Dallas
• 16% in Brazoria Metro Area
• Business: – 20 - 25 Businesses per 1,000 Hispanics
in Population in Texas
Income
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• Births: % of US Births- Up 14 - 29%– Hispanic Birth Rate: 2.5 (1.8)
• Consumer Growth - Fastest Growing Consumer Group
• Age : Fastest Growing Youth Population– Pyramid (60% under 30)– HH - 57% Married
The Future
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Education
543,000 in 2-Year884,000 in 4-Year
Mexican Only
HS/No College 51%/ 70%
Some College 18.7
BA 8.3%
Graduate Degree 2.6%2000 Data
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Subgroups
Mexican
Puerto Rican/ Cuban
South and Central American
VALUES
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• Language: Mexican Spanish
– Regional Vocabulary
• Limited contact with other Hispanics
• More likely to report discrimination
• More likely to report positive Anglo relationships
• Younger HH-Larger HH- Larger Families
• Core Values - Family - Community
Mexican Community
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• Extended Family
• Kinship is Critical
• Intermarry (Women more so)
• Most Politically Active Hispanic Group
• Cultural Heritage, Equal Rights, Bilingual Education
• Value education :65%- Hispanic parents
– 47%-African American
– 33% - Anglo
Mexican Community (2)
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• Non-Culturation
• Acculturation
• Re-Culturation
Culture
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ECOSYSTEM
Value Institution Focus Relationships
FAMILYInter-
dependence
LOWReliance
INCLUSIVE of Kin
COOPERATE
INDIVDUALHIGH
RelianceEXCLUSIVE
of KinCOMPETE
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• Poor, Farm Workers• Separate from Mainstream• Not Acculturated• Affirmative Action• Play the System
Stereotypes
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• Los Ninos 0 - 9• Generation N 10 - 19• Latinos/Latinas 20 - 39• Latin Boomers 40 - 59• Los Grandes 60 +
Generations
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• Age: 0 - 9
• Size: 6.4 Million
• 18% of Hispanic Population
• Critical Market Issues:
– Talk to the Parents
– Nag Factor (Age 2) - Give what you missed
– Keep children home longer (Hold onto Baby)
– Heart Share: Help them be successful & Productive
American Citizens
– Introduce family to new ideas/products
– Emotion
LOS NINOS
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• Age: 10 - 19
• Size: 6.1 Million
• 17.4% of Hispanic Population (80% US Born)
• Critical Market Issues
– Interest in Spanish Language but BIcultural
– Language Segregated New York-Texas-Calif.
– Athletics & Merchandising
– Terra.com
– Working AND School- 52
– Emotion
GENERATION N
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• Age: 20 - 39• Size: 11.2 Million• 31% of Hispanic Population (50%<25)• Critical Market Issues
– 50/50 US Born/Foreign Born
– Family Focus and Take advantage of US
– Young Entrepreneurs
– Latinas-Information & Role Models
– Latinos- Information, tools
LATINOS/LATINAS
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• Age: 40 - 59• Size: 8.3 Million• 23% of Hispanic Population• Critical Market Issues
– Sandwich - Care for Children & Parents
– SCHOOLS• 90% value other skills that 3R - life and
practical skills
• 97% value safety and discipline
• 91% value good facilities & 82% small class size
– Families “Pool” income
LATIN BOOMERS
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• Age: 60+• Size: 3.3 Million• 9.3% of Hispanic Population• Critical Market Issues
– Triple Decker Households (3 Generations)
– Least acculturated - Spanish only, 70% no HS
Degree, Highest Poverty
– Skeptical of new locations, new “products”
– Official information “shoppers” of family
LOS GRANDES
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Hispanic Hierarchyof Needs
Improve, convenient, quality Surface Attributes
Functional Benefit
Personal Insight
Aspirations
Emotional High ground
Something that makes home and family better
Foundation of Decisions isFamily
Making it better infuture for Family
PersonalFulfillment as
function of Family Fulfillment
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• 74% are Bilingual• Foreign Born-18+ : Prefer Spanish• Practical
– Spanish Only - Most Traditional- Lowest Income- Largest HH
– Bilingual - In Between– English Dominant - Most Acculturated,
Largest Income - Smallest HH
Engaging the Community LANGUAGE
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• Focus on Relationship Marketing• Use existing Communication Channels
and Events• Market Neighborhood by
Neighborhood• Cross-Generational Entertainment,
Sports & Recreation
Engaging the Community Involvement
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• Internet - <15K-4% <35K-8% <75K 27%• Fastest Growing 17% of Houston Users • Opportunities (education, scholarships) are
sticky• Bilingual “Spanglish” • 62% of teens what Spanish Language TV
WITH Mom and Dad
Engaging the Community MEDIA
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• Radio is Moving to Prominence Up 22%• Houston:
– KLAT-AM KTNL-FM KOVE-FM KRXT-FM KOBU-FM
– New Formats Radio Novella– PRINT : Newspapers Up Magazines Up– Telemarketing: Up (Inbound preferred)– Direct Mail: New and up
Engaging the Community MEDIA
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• Family Values• Loyalty• Respect• Support
Engaging the Community CULTURAL
ATUNEMENT
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Thinking Hispanic
Formulating an Approach
Case Studies
Big Mistakes
MARKETING
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• Individual & Family:– Focus on Family Success and Pride– Focus on Supporting Family– Focus on Community
• Community & Organizationally– Co-Brand with Hispanic Initiative– Co-Market with Existing Companies– Co-Recruit with Hispanic Employers
Think Hispanic
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• Strategy: Start with Research– Current Hispanic Population (General)– Current Students– Hispanic Businesses– Hispanic Community Organizations and
Structure– Market Penetration/– Take age & acculturation into account
Formulating An Approach
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Formulating (2)• Media
– Age– Language– Radio - Television - Print - Direct Mail– Relationship neighborhood marketing
• Integration– Integrated Campaign– Integrate into existing community
campaigns
• Follow-Though - Don’t Stop and Start
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• Honda– Problem - Losing Share of Youth
Market– First Company to Sponsor World Cup
in the US– Integrated the event into the market
approach, advertising, image, branding– Market Penetration increased to nearly
20% of the market share
Case Studies
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• U.S. Army• Not content with same message in
Spanish• Implemented Cultural Awareness
Training to recruiters• Image problem of “army” (any
army)• Create an emotional commitment
Case Studies
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• La Opinion– Leading Spanish Language Newspaper
AND Top 100 dailies of ALL newspapers
– 1999 Created La Opinion Digital– Laopinion.com– Print ads and partnerships with other
Spanish Language Newspapers– Afluent, educated and young
Case Study
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• Language and Translations• Non-Targeted Campaigns• Promotion not Products• Same Campaign in Spanish• Doing Nothing• No Committing to a Strategic Campaign• Not Starting Now
BIG MISTAKES
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Closing Thoughts
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Long overdue
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