Hispanic Recruitment

      Gulf Coast Consortium of
Community College Public Information
            Professionals

     ...
Definitions
Hispanic: Person of Latin American decent living in
the U.S., expecially Cuban, Mexican, Puerto
Rican, Spanish...
Self Identification
• Foreign Born: Country of Birth
  – 86% Call themselves “Mexican”
• U.S. Born:
  – Mexican-American: ...
US Hispanic Population
     1960 - 2000
Hispanic Pop. Growth
• 40 Million MORE Hispanics will be
  added to the population by 2040
• Without Emigration: Hispanic
...
Location
• New Mexico - 38.2% of
  Population
• California - 25.8% of Population
• Texas - 25.5% of Population
• Arizona -...
Largest Increases
Texas (MA’s)
        29% of the U.S. Hispanic Population

• 1980 - 7 MA’s with 100,000 or
  More
  – Population 1,906,786
...
Market Growth
• Purchasing Power
  – 1990 - $208 Billion
  – 2000 - $383 Billion


• Purchasing Gains are outstripping
  P...
Income
• Earnings: (Per Capital Income)
  – 2000 - $13,200
  – 45% make $25,000 + (13%- 50K+)
  – 87,000 Affluent in Texas...
The Future

• Births: % of US Births- Up 14 -
  29%
  – Hispanic Birth Rate: 2.5 (1.8)
• Consumer Growth - Fastest
  Growi...
Education

            543,000 in 2-Year
                                Mexican Only
            884,000 in 4-Year
      ...
VALUES


 Subgroups

Mexican

Puerto Rican/ Cuban

South and Central American
Mexican Community
•   Language: Mexican Spanish
    – Regional Vocabulary
•   Limited contact with other Hispanics
•   Mor...
Mexican Community
                (2)
•   Extended Family
•   Kinship is Critical
•   Intermarry (Women more so)
•   Most ...
Culture
• Non-Culturation

• Acculturation

• Re-Culturation
ECOSYSTEM


 FAMILY             LOW        INCLUSIVE
   Inter-          Reliance                COOPERATE
dependence      ...
Stereotypes
•   Poor, Farm Workers
•   Separate from Mainstream
•   Not Acculturated
•   Affirmative Action
•   Play the S...
Generations
•   Los Ninos         0-9
•   Generation N           10 - 19
•   Latinos/Latinas   20 - 39
•   Latin Boomers  ...
LOS NINOS
• Age: 0 - 9
• Size: 6.4 Million
• 18% of Hispanic Population
• Critical Market Issues:
  – Talk to the Parents
...
GENERATION N
•   Age: 10 - 19
•   Size: 6.1 Million
•   17.4% of Hispanic Population (80% US Born)
•   Critical Market Iss...
LATINOS/LATINAS
• Age: 20 - 39
• Size: 11.2 Million
• 31% of Hispanic Population
  (50%<25)
• Critical Market Issues
  – 5...
LATIN BOOMERS
•   Age: 40 - 59
•   Size: 8.3 Million
•   23% of Hispanic Population
•   Critical Market Issues
    – Sandw...
LOS GRANDES
•   Age: 60+
•   Size: 3.3 Million
•   9.3% of Hispanic Population
•   Critical Market Issues
    – Triple Dec...
Hispanic Hierarchy
            of Needs

          Personal          Emotional
        Fulfillment as      High ground
   ...
Engaging the Community
          LANGUAGE
• 74% are Bilingual
• Foreign Born-18+ : Prefer Spanish
• Practical
  – Spanish ...
Engaging the Community
        Involvement
• Focus on Relationship Marketing
• Use existing Communication
  Channels and E...
Engaging the
               Community
                MEDIA
• Internet - <15K-4% <35K-8% <75K
  27%
• Fastest Growing 17% ...
Engaging the Community
            MEDIA
• Radio is Moving to Prominence Up
  22%
• Houston:
  – KLAT-AM KTNL-FM KOVE-FM K...
Engaging the Community
           CULTURAL
          ATUNEMENT
•   Family Values
•   Loyalty
•   Respect
•   Support
MARKETING

Thinking Hispanic

Formulating an Approach

Case Studies

Big Mistakes
Think Hispanic
• Individual & Family:
  – Focus on Family Success and Pride
  – Focus on Supporting Family
  – Focus on Co...
Formulating An Approach
• Strategy: Start with Research
  – Current Hispanic Population
    (General)
  – Current Students...
Formulating (2)
• Media
  –   Age
  –   Language
  –   Radio - Television - Print - Direct Mail
  –   Relationship neighbo...
Case Studies
• Honda
 – Problem - Losing Share of Youth
   Market
 – First Company to Sponsor World
   Cup in the US
 – In...
Case Studies
• U.S. Army
• Not content with same
  message in Spanish
• Implemented Cultural
  Awareness Training to
  rec...
Case Study
• La Opinion
  – Leading Spanish Language
    Newspaper AND Top 100 dailies of
    ALL newspapers
  – 1999 Crea...
BIG MISTAKES

• Language and Translations
• Non-Targeted Campaigns
• Promotion not Products
• Same Campaign in Spanish
• D...
Closing Thoughts

2 Year colleges have
something unique to offer

Long overdue

Learn Now... while it is
simpler
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Hispanic Recruitment Gulf Coast Consortium of

  1. 1. Hispanic Recruitment Gulf Coast Consortium of Community College Public Information Professionals Pamela Cox-Otto, Ph.D.
  2. 2. Definitions 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
  3. 3. Self Identification • 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”
  4. 4. US Hispanic Population 1960 - 2000
  5. 5. Hispanic Pop. Growth • 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
  6. 6. Location • 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
  7. 7. Largest Increases
  8. 8. Texas (MA’s) 29% of the U.S. Hispanic Population • 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
  9. 9. Market Growth • Purchasing Power – 1990 - $208 Billion – 2000 - $383 Billion • Purchasing Gains are outstripping Population Gains • Fastest Growing Market Segment • Loyal - Prefer Quality “Names”
  10. 10. Income • 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
  11. 11. The Future • 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
  12. 12. Education 543,000 in 2-Year Mexican Only 884,000 in 4-Year HS/No College 51%/ 70% Some College 18.7 BA 8.3% Graduate Degree 2.6% 2000 Data
  13. 13. VALUES Subgroups Mexican Puerto Rican/ Cuban South and Central American
  14. 14. Mexican Community • 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
  15. 15. Mexican Community (2) • 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
  16. 16. Culture • Non-Culturation • Acculturation • Re-Culturation
  17. 17. ECOSYSTEM FAMILY LOW INCLUSIVE Inter- Reliance COOPERATE dependence of Kin Value Institution Focus Relationships HIGH EXCLUSIVE INDIVDUAL Reliance COMPETE of Kin
  18. 18. Stereotypes • Poor, Farm Workers • Separate from Mainstream • Not Acculturated • Affirmative Action • Play the System
  19. 19. Generations • Los Ninos 0-9 • Generation N 10 - 19 • Latinos/Latinas 20 - 39 • Latin Boomers 40 - 59 • Los Grandes 60 +
  20. 20. LOS NINOS • 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
  21. 21. GENERATION N • 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
  22. 22. LATINOS/LATINAS • 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
  23. 23. LATIN BOOMERS • 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
  24. 24. LOS GRANDES • 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
  25. 25. Hispanic Hierarchy of Needs Personal Emotional Fulfillment as High ground function of Family Fulfillment Making it better in Aspirations future for Family Foundation of Decisions is Personal Insight Family Something that makes home and Functional Benefit family better Improve, convenient, quality Surface Attributes
  26. 26. Engaging the Community LANGUAGE • 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
  27. 27. Engaging the Community Involvement • Focus on Relationship Marketing • Use existing Communication Channels and Events • Market Neighborhood by Neighborhood • Cross-Generational Entertainment, Sports &
  28. 28. Engaging the Community MEDIA • Internet - <15K-4% <35K-8% <75K 27% • Fastest Growing 17% of Houston Users • Opportunities (education, scholarships) are sticky • Bilingual “Spanglish”
  29. 29. Engaging the Community MEDIA • 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)
  30. 30. Engaging the Community CULTURAL ATUNEMENT • Family Values • Loyalty • Respect • Support
  31. 31. MARKETING Thinking Hispanic Formulating an Approach Case Studies Big Mistakes
  32. 32. Think Hispanic • 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
  33. 33. Formulating An Approach • Strategy: Start with Research – Current Hispanic Population (General) – Current Students – Hispanic Businesses – Hispanic Community Organizations and Structure – Market Penetration/ – Take age & acculturation into account
  34. 34. 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
  35. 35. Case Studies • 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, brandi ng – Market Penetration increased to nearly 20% of the market share
  36. 36. Case Studies • 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
  37. 37. Case Study • 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
  38. 38. BIG MISTAKES • Language and Translations • Non-Targeted Campaigns • Promotion not Products • Same Campaign in Spanish • Doing Nothing • No Committing to a Strategic Campaign • Not Starting Now
  39. 39. Closing Thoughts 2 Year colleges have something unique to offer Long overdue Learn Now... while it is simpler

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