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Hispanic Marketing - Metro Council presentation
 

Hispanic Marketing - Metro Council presentation

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    Hispanic Marketing - Metro Council presentation Hispanic Marketing - Metro Council presentation Presentation Transcript

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