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Hispanic Marketing - Metro Council presentation
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Hispanic Marketing - Metro Council presentation

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  • 1. “Healthy Homes. Healthy Families.” Hispanic Outreach Campaign
  • 2. With so much to do…why market specifically to Hispanic families?
  • 3. Over 52 million Hispanics in the U.S. 16% of the U.S. population todayIZO Public Relations & Marketing
  • 4. IZO Public Relations & Marketing
  • 5. Hispanicbuyingpowerexceeded$1 trillionthis year.IZO Public Relations &Marketing
  • 6. Hispanicwomen arestartingbusinessesfaster thanany othermarketsegment.IZO Public Relations &Marketing
  • 7. Latinos make up 12% ofOregon’s population.
  • 8. Hispanics are the largest“non white” segment.Multnomah County = 11%Washington County = 16%Clackamas County = 8%
  • 9. English ads are 27% less effective thanSpanish ads in terms of communication. Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study
  • 10. English ads are 38% less effective than Spanish ads in terms of recall.Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study
  • 11. English ads are 27% less effective thanSpanish ads in terms of communication. English ads are 70% less effective than Spanish ads in terms of persuasion. Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study
  • 12. We’re Oregonians and we recycle (we’re recyclers).
  • 13. Top 5 Insights
  • 14. 1. Understand audience motivation. • Save time. • Save money. • Do what’s best for my family.
  • 15. 2.
  • 16. 3.Don’t assume people know the “why” behind green behaviors.
  • 17. 4. Do our homework..
  • 18. 5. Partner with experts to save money and avoid painful missteps.
  • 19. What’s next for the project?For Metro?

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