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Engaging the Rising Electorate: A Revealing Look at U.S. Latinos’ Pivotal Role in the 2012 Election – and Beyond
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Engaging the Rising Electorate: A Revealing Look at U.S. Latinos’ Pivotal Role in the 2012 Election – and Beyond



PR Newswire Latino Vote 2012>> http://www.multivu.com/players/English/57415-pr-newswire-latino-vote-2012/ ...

PR Newswire Latino Vote 2012>> http://www.multivu.com/players/English/57415-pr-newswire-latino-vote-2012/
On-Demand Reply>> http://promotions.prnewswire.com/LP_LatinoRisingElectorate_OnDemandWebinar_20121004_DK.html

Natalie Boden, Founder and Managing Director, BodenPR

David Duckenfield, Partner, Balsera Communications Group

Judy Pino, Communications Director, The LIBRE Initiative

Carlos Giron, Multicultural Marketing Consultant, PR Newswire



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  • The Latina woman is the chief household officer, and she's making all the decisions, from finances to food.She has a new-found self-identity. She's very ambitious. Women dominate the marketplace with an astonishing $5.2 trillion in spending power.Growth in Latina women working outside the home is 9% (2007-2011).
  • 1 in 6 Moms in the U.S. is Hispanic
  • Right off the bat, I want to make sure everyone knows that we defined millennials as A18-34. There is no one, agreed upon standard so we chose A18-34 in order to best line up with media research and be able to draw comparisons and conclusions.We know millennials are a consumer segment that you’re all building strategies against and working hard to reach everyday. At 73 million strong, millennials are the new Baby Boom and an attractive target for you in this economically challenged environment. They represent a potentially higher lifetime value for brands because:They’re youngThey’re open to your messages, which means you can build loyaltyThey are social and influential, so you have the opportunity to reach a circle of friends and family with your messagesAnd they are connected. This goes along with being social and influential. They talk about your brand online and via mobile more than older generations. A positive recommendation or “like” from millennials can go far for your brand.
  • People en Espanol Study: When asked “In what way would you like to grow and change as a woman in the next 5 years?” the top three responses were: 1) To get a better career or advance at work; 2) Continue education; 3) Become successful/become a professional.
  • Index Among Women18+ Who Strongly Agree
  • It’s not correct to think about the ‘social contract’ vs. the ‘economy contract’ because a biz owner might think that providing more ‘social’ support (healthcare, etc) to their employees is hurting her economic situation; and a woman who does not get birthcontrol paid for might feel that affects her economy. So, what IS it about come election?
  • The private sector courts the “Latina Vote” every day of the year. Who do they engage to spread their message of trust?
  • #MsLIBRE is a source of inspiration for women to be independent and find the opportunity to prosper in America. Relies on her merits, hard work and desire to prosper on her own terms.#MsLIBRE was born to counter President Obama’s dependent Life of Julia “life of dependence”Represents women that are all around us. The campaign celebrates the woman who has achieved economic success by providing for her children, opening a small business, or who working for a living with prosperity in mind.#MsLIBRE understands that we all go through tough times, but she gets up and finds the opportunities to reach the American Dream and teaches the women around her to do the same.#MsLIBRE is the immigrant or the daughter of immigrants that respects the risk and heartache that her forefathers undertook to reach the land of freedom and does not believe that she should live dependent on government to prosper.#MsLIBRE knows that economic freedom is achieved through personal responsibility, limited government and respect for the rule of law.

Engaging the Rising Electorate: A Revealing Look at U.S. Latinos’ Pivotal Role in the 2012 Election – and Beyond Engaging the Rising Electorate: A Revealing Look at U.S. Latinos’ Pivotal Role in the 2012 Election – and Beyond Presentation Transcript

  • Engaging the Rising Electorate: A Revealing Look at U.S. Latinos’ Pivotal Role in the 2012 Election – and Beyond Follow The Conversation On Twitter @PRNHispanic
  • Presenters Carlos Giron Natalie Boden Multicultural Founder and Marketing Consultant Managing Director PR Newswire BodenPR @PRNHispanic @BodenPR David Duckenfield Judy Pino Partner Communications Balsera Director Communications Group The LIBRE Initiative @TheBCscoop @JudyPino Follow The Conversation On Twitter @PRNHispanic
  • The Latina VotePresented by @natalieboden Follow us @bodenpr
  • The LATINA PLATFORM Latinas today have a powerful platform from which to jump from; and its not about whether or not they are going to jump, its about HOW HIGH. Who is going to help get them where they want to go?
  • Who is She?GROWING FORCE + PURCHASING POWERTodays Latina (age 18 to 54) has emerged as a more powerful force than ever before. Leading $1.4 Responsible for Leading Hispanic Over $67 billion 25 million trillion in 80% of household Population in sales women in the consumer buying Growth of 18-49 generated from U.S identify spending Latina owned themselves as businesses Hispanic Many organizations fail to fully recognize and reach this market, not distinguishing her multi-pronged identity .
  • Among Female Hispanic Voters 77% Voted in the Last Presidential Election 55% Are Employed Full or Part Time 38% Would Like to Start Their Own Business 37% Are Mothers With One or More Children Would Be in a Civil Protest If They Felt Strongly 33% About An Issue The number of female Hispanic registered voters grew 21% from 4 years ago Source: Simmons NCS/NHCS Spring 2008 and 2012; Base: Hispanic Women A18+ and Registered to Vote
  • The Future is Now in CriticalMarkets 18% of the U.S. Female 18-49 Population Is Hispanic Chicago New YorkSan Francisco 21% 25% 25% Denver 21% Phoenix 29% Dallas 27% Miami 51% Los Angeles 47% Houston 37% Source: The Nielsen Company, 2012 TV Universe Estimates. HW18-49
  • MEET the Latina MOM More Likely to Have Young Children of Hispanic moms have64% children 2-11 in the household (vs.62% of Non-Hispanics) Have Larger Households Average number of people 4.8 in the household (vs.4.2 for Non-Hispanics) 5.8 Million Hispanic Moms 18-49 Source: Courtesy of Univision - Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18-49 who are parent guardians of a child with one or more children in household
  • Meet the ENTREPRENEUR  788,000 Latinas now run their own businesses.  34.4% of minority-women-owned firms were owned by Latinas.  Latinas represent over 70% of those employed within key industries such as Education, Retail, Hospitality.Source: Labor Force Characteristics by Race and Ethnicity, 2011
  • Meet the Latina MILLENNIAL Hispanics who are 18-34 10
  • Hispanic Millennials are  22% of total U.S. millennials or 15 million strong  Uber connected to their Latin culture --passing on traditions, Latin food and holiday customs to their kids.  Just as likely as older Hispanics to speak Spanish at home  More likely than older Hispanics to share information about brands via social media, and research a product online after watching a TV commercial  Lead in the technology curve -- even more likely than non-Hispanic millennials to own a tablet or Smartphone and to watch video on their mobile device Sources: U.S. Census Bureau 2011 Population Estimates Released May 17, 20`2. U.S. Census Bureau Interim Projections by single year, age, sex, and Hispanic origin. Released August 2008. 2010 American Community Survey. 1 year Estimates. Simmons Fall 2011; 2012 Univision’s Cultural Connection Study, conducted 11 in collaboration with Burke.
  • What messages resonate with all of them?
  • Career Forward LatinasLatina Women want to Progress % Growth in the number of women who agree (2007 – 2011) “I want to get to the top of my career.” +13% (vs. +6% NH Women) SOURCE: SIMMONS NCS/NHCS: Spring 2007 and 2011 ADULT FULL YEAR POP BASE: W18+
  • Education Is Also ImportantFor Her What do you like to during your leisure time? “Improve myself” ( taking an education course or such as learning a new language) 29% Hispanic agree vs. Non-Hispanic 16% Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base: Female And Parent 14
  • She Wants Her Kids To HaveAn Education And A Future “Planning for my child’s “Being seen as a role model is education causes a important.” great deal of stress” 63% Hispanic agree 48% Hispanic agree vs. Non-Hispanic 30% vs. Non-Hispanic 47% Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base: Female And Parent 15
  • She Values Helping Others InTheir Daily Lives It’s very important to my personal life to… Volunteer time to charities Donate to charities45% Of Hispanic W18+ agree Vs. 37% of Non-Hispanic White W18+ 41% Of Hispanic W18+ agree Vs. 35% of Non-Hispanic White W18+ Source: 2010 Yankelovich Multicultural Market Monitor. Base: W18+. Based on Top 2 Box on 7 point scale, where 7 is extremely important. 16 16
  • She Cares About Social Issues IndexAmongWomenA18+WhoStronglyAgree“If I feel strongly about “I am willing to volunteer an issue, I will my time for a good participate in protest.” cause.” 105 Hispanic 118 Hispanic vs. Non-Hispanic 99 vs. Non-Hispanic 97. Source: Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18+; Statements based on strongly agree 17
  • Understanding Her HispanicValues Latino Interdependence American Interdependence Family first Me first Family helps family Helping self helps family Faith in God Faith in self and God Stability What’s new? What’s next? Sacrifice Pay your dues Humility Self-expression Respect authority Challenge authority Modesty Toot your horn Work hard Work smart I accept life’s problems I solve life’s problems Small success is good Big success is better Whatever God wants What I want! I hope to achieve I will achieve 18
  • Economic vs. Social Contract
  • Who does she Trust? From Consumer to Producer of her own ideas, her own mindset, her own relationship with brands, the New Latina trusts the Media, Bloggers, Brands, Organizations and Political Parties that are reflecting her power, identity and influence.
  • Who does she Trust?
  • In Closing The Latina living in the U.S. is as multifaceted as the media she follows. She is highly informed and highly influential. The campaign that courts the Latina vote will have to target the diversity of the Latina identity. As Dee Dee Blasé, founder of the National Tequila Party Movement (a female-led political movement), has said, “In order to get the Latina vote, it’s not about putting a vice presidential candidate with a Hispanic name on the ballot, but about the record, and what you stand for.”
  • Thank You BodenPR is a boutique U.S Hispanic PR firm. Specializing in targeting the Hispanic female, BodenPR has developed campaigns for brands such as Delta Dental, FedEx and Equifax. At BodenPR we believe that the opportunity to nurture, grow and empower Latinas is critical to economic and social development. It benefits them, the community, the economy and the organization that invests in them.
  • BodenPR 7791 NW 46th Street, Ste. 304 Miami, FL 33166 T: 305.639.6770 natalie@bodenpr.comStay Connected Follow us @BodenPR www.facebook.com/BodenPR
  • PR Newswire Webinar Presented by David Duckenfield Balsera Communications
  •  Who are Millennials? Hispanic Millennials: ¿Quiénes Son? Reaching Millennials The Hispanic Millennial Electorate Hispanic Millennials and Election 2012: Obama vs. Romney
  • Who are Millennials?
  •  100% bilingual/bicultural Hispanics will account for more than 80 percent of the growth in the population of 18- to 29- year-olds over the next few years - HispanicMarketing.com Among the 50.7 million Hispanics in the U.S., nearly two-thirds (65 percent), or 33 million, self-identify as being of Mexican origin - Pew Hispanic Center
  • This generation watches Selena Gomez on theDisney Channel and lives in a country whereJennifer Lopez is an American Idol. In theirworld, Hispanic culture is mainstream.They live in a home where abuelita watchesUnivision/Telemundo news and telenovelas andadheres to cultural traditions such as food, familyand faith as the center of their daily lives.Outside of the home, they consume media inEnglish and aspire to the same goals as many oftheir non Hispanic friends and live less traditionallives than their parents.They over index the general market in technologyconsumption including smartphones and socialmedia.
  • "They are a generation thatembraces English as their primarylanguage, that is less traditional in its relationships, and that sees technology and the Internet as a way to embrace the communal aspects of their heritage and get an advantage in the mainstream world." - HISPANIC BUSINESS
  • “Our mission is clear: To offer culturally relevantnews, information and lifestyle programming to the largeand thriving Latino audience in the United States. In thesetimes of rapid change, we are very excited about thisopportunity.”“We see that there is a big portion of the [U.S. Hispanic]community that’s underserved. We call it ‘LatinoEntertainment — American Attitude,’ so in other words, wewant to do in Spanish what Fox did to the Englishbroadcasting tradition 26 years ago."“HuffPost LatinoVoices will be in English, complementedby and integrated with our Spanish-language AOLLatino. The sites share an editorial team, reflecting thestate of Hispanic America and catering to the universe ofbilingual/bicultural Hispanics -- an audience that gets itsinformation and entertainment in either language, andon its own terms.
  • An increasing number of sites are targeting English-dominant Hispanics…Voxxi’s Sanchez explains thedemand of English-language content by Latinos whenhe says that “only 21 percent of Latinos online reachweb sites and content in Spanish,” according to recentmarket research. The rest prefer sites in English andcontent written in English.“The goal of NBC Latino is to take Hispanic newsbeyond the usual conversation, toward somethingmore inspired, empowered and energized; to tell andreflect the Hispanic-American story with authenticvoices, and make NBC the brand of choice forHispanics across mobile, online and TV,"
  • Messaging + MultigenerationalResearch Micro Targeting influences Segmentation
  • •Political Capital andBandwidth•New and interestingways to reach Millennials•Policy to Back UpMessages Being Delivered
  • Univision Town Hall Clinton Addressing FIU StudentsTelemundo Interview, with Jose Diaz Balart
  • Connecting Through Twitter DJ Laz
  • Latino Celebrity Support
  • • Messaging is tailored for general market and is translated to Spanish• Content does not culturally connect with Hispanics.• Content does not address Latino specific issues.• Lack of outreach and investment in the community leave only sound bites to dictate messaging about Hispanics.
  • 132.8 millionThe projected Hispanic population of the United States on July 1, 2050. Accordingto this projection, Hispanics will constitute 30% of the nations population by thatdate. Today it is 16%.
  • #MSLIBRE The Economically Independent Latina who Believes in Economic Freedom WHO is She? What Motivates Her? Why does she matter? Understanding MsLIBRE?Committed to advancing economic freedom in the U.S. Latino community so that more families can prosper. What are her dreams and aspirations? Presented by: Judy Pino Communications Director Who will she elect this The LIBRE Initiative November?
  • WHO IS #MSLIBRE?#MsLIBRE is a source of inspiration for women to be independent, work hard and take advantage of the opportunity to prosper in America. She is a mother, sister, grandmother or best friend.#MsLIBRE campaign was born to counter President Obama’s campaign of the dependent woman Life of Julia on government.#MsLIBRE celebrates the woman who has achieved economic success by opening a small business, or who is working for a living to prosper.
  • WHAT MOTIVATES HER? The American Dream Family Faith Values“Cecilia y Su Sueño Americano”
  • WHY #MSLIBRE MATTERS• 73% of Hispanic women between the ages of 15-44 are mothers• Latinos will account for three-quarters of the growth in the nation’s labor force from 2010 to 2020• 500,000 Hispanics will turn 18—making them eligible to vote—every year for the next 20 years.
  • UNDERSTANDING #MSLIBRE Business owner (1 in 10 of all women-owned firms across the country are owned by Hispanic women.) Mother 73% of Hispanic women between the ages of 15-44 are mothers Breadwinner/Career woman [During the last four years, women have lost 1.8 million jobs] Purchasing Power ($330 billion purchasing power]
  • HER DREAMS AND ASPIRATIONS BETTER LIFE AND BRIGHTER FUTURE FOR HER FAMILY A child born today owes 1.5 million as their share of the national debtUnemployment amongst Hispanics is above 10%1.3 million Hispanic families to lose their homes between 2009 and 2012 Typical Family lost $6,325 in wealth
  • WHO WILL #MSLIBRE ELECT THIS NOVEMBER? Eligible Latino Voters Reaches record high - 23.7 million this year Our Hispanic values align with economicfreedom: hard work, personal responsibility and earned success. The LIBRE Initiative calls on the Hispanic community to take action –today-to protect these values and restore our nation’s economic prosperity.
  • Thanks for viewing! Carlos Giron Natalie Boden Multicultural Founder and Marketing Consultant Managing Director PR Newswire BodenPR @PRNHispanic @BodenPR David Duckenfield Judy Pino Partner Communications Balsera Director Communications Group The LIBRE Initiative @TheBCscoop @JudyPino Follow The Conversation On Twitter @PRNHispanic