CDC Presentation 042109

Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential eCDC Focus on Moms & Technology Seminar April 21, 2009 Using Technology To Reach & Influence Hispanic Moms Cynthia Nelson Chief Operating Officer Todobebé, Inc.

CONTENTS
Todobebé Company Overview
Consumer Demographics
Proprietary Research Study
Risks, Barriers & Opportunities
Case Examples
Q&A
Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential

OVERVIEW
Todobebé/Viva la Familia is a leading global multi-media content and licensing company dedicated to the adventures of parenting
Serving a core audience of young women, 18-39, who are moms (and key decision-makers for family) who seek knowledge and community

OUR PREMISE
Moms and babies are at the nucleus of the Todobebé brand – where the bond is built between parent and child.

FAMILY EVOLUTION
A world of family surrounds Mom & child: fathers, siblings, grandparents, aunts, uncles, godparents. And friends who have become family.
¡Viva la Familia! is the fabric of family that nurtures us, fulfills us, and lives within us.

DEMOGRAPHICS
46 million Hispanics living in the U.S. totaled more than $980 billion in 2008…with no signs of slowing down.
There were more births in 2008 than anytime in recent history. In 2007, there were 4 million births per year and 1 million (25%) were to Spanish-speaking parents
4% of Hispanic Moms had their first baby during the last year (vs. 2% of Non-Hispanic moms)
Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Sources: Package Facts 2008 Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom

DEMOGRAPHICS
Hispanic Moms more likely to be expecting a child: Index 214 (vs. 91 for Non-Hispanic moms)
Hispanics have the highest number of children per family of any ethnic group: 2.7 vs. 1.8 for the total US.
50% of Hispanic Moms are 18-34… (vs. 40% of Non-Hispanics)
Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Sources: Package Facts 2008 Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom

FOOTPRINT: HISPANIC SHARE OF TOTAL BIRTHS IN THE TOP 5 HISPANIC STATES Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Sources: CDC National Vital Statistics Reports, Volume 57, No. 12 52% 50% 24% 30% 45% California Texas Florida New York Arizona

HISPANIC MOMS ARE MUCH MORE LIKELY TO HAVE INFANTS AND TODDLERS Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Index to total population (Average = 100) Hispanics Non-Hispanics Sources: Simmons NCS/NHCS Fall 2008 Full Year HHLD Base: Mom On Average, Hispanic Moms have 2.3 Children (vs. 1.9 among Non-Hispanic Moms)

WITH A HIGH PERCENTAGE OF YOUNG CHILDREN IN KEY MARKETS 20% of U.S. Households with Children Under 6 are Hispanic Source: Simmons NCS/NCHS, Spring 2008, POP Base: Women with Children *Simmons does not measure Phoenix and McAllen Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. LA 54% SF 45% NY 33% MIA 30% HOU 51% CHI 25% DAL 29% SA 48%

METHODOLOGY & REACH
Instrument: Spanish QRE - single, multiple choice and open-end
Measures: demographics, technology use and activities with children
Acquisition : Via TV, Radio, Online and Print
Participants were hosts of Todobebé’s national Viva la Familia Fiesta.
Data Collection: Todobebé/Nielsen Media Research
Data Audit: Nielsen Media Research
Sample Size: 8,957 (Hispanic moms 18-39 w/children 0-5 in the home)
Geography: national with over 80% landing in CA, TX, FL, NY/NJ, AZ
Media Impressions: 95 Million
Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only.

KEY DEMOGRAPHICS
Panel participant demographic breakdown:
73% Spanish-dominant or Spanish-preferred
79% Married
48% Full-time moms
61% Pregnant or planning a pregnancy
88% At least one child living in the home
63% At least one child under the age of 3
58% At least one child between ages 3-5
62% Have an annual HH income of less than $45,000

MEDIA USAGE
Panel participant media & digital usage & preferences:
87% Visit the Internet frequently
75% Get parenting information on the Internet
66% Get parenting information on TV
58% Have a broadband Internet connection
79% Have a mobile phone
66% Know how to upload photos and videos

THE BIGGEST THREAT TO OUR NATION’S BALANCE SHEET….
Not major banks on the brink of insolvency
Not paralyzed credit markets
Not a bailout tab in the trillions…
… .”by a wide margin, the skyrocketing price of health care”
President Obama, March 2009

THE RISKS…
Latinos are more likely to be uninsured (27%) than any other ethnic group despite the eligibility of Medicaid and SCHIP programs
22% of the 4M Obese children in America are Hispanic
The prevalence of type 2 diabetes is on the rise as is Asthma amongst Latino children
Rampant under or miss diagnosed cases of ADHD and Autism are further complicated by real cultural stigma and “it’s God’s Will”
Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential Source: National Center for Education Statistics & Health of Latino Children JAMA_ 7-03-02

THE BARRIERS
Pure government PSAs and other very “white coat” messages are not always well received – that isn’t me, what are they saying?
Most doctors (even in high demographic Hispanic DMAs) do not speak Spanish - communication continues to be an issue
Translating English messages into Spanish without cultural relevance does not work
Trust, especially with the government, is not easy to obtain – issues from overall trust/economy/bailouts to immigration are a key concern in our market

THE OPPORTUNITIES
For new moms, the opportunity to teach good eating habits comes with the first finger food experience
85% of Hispanic parents with children 6 years old or younger said they ate dinner with their kids every night during a typical week last month
Technology usage and growth outpace general market and is a much less expensive to communicate
Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential Spanish speaking moms are looking for information on health, healthcare, prevention & a better life for their family – children are the center

THE OPPORTUNITIES
Partnering with non-government content, media partners and community centers present a clear opportunity to be part of the conversation with in-context messaging.
Pregnancy nutrition, baby well care, vaccinations, family eating habits, activities/childhood obesity, AHDH, Autism, Diabetes, Heart Health, Breast Cancer screenings
Reading and early childhood education
Blogs, forums, YouTube, MySpace, Hi Five, Fiestas/celebrations are a naturally social context and allow for organic integration of messages and mom-to-mom influence
Leveraging celebrity talent to drive messaging – brings a sense of identity/aspirational and inspirational stories

CDC Presentation 042109

by cynelson on Apr 20, 2009

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CDC Presentation 042109 — Presentation Transcript