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Hispanic Market Presentation 2015 7.23.15

The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses: 1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010. 2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima. 3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.

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The NEW Cultural Economy in the Pacific Northwest. 2015 Hispanic Market Update Population, Spending, and Business.
I.The new American reality The estimated Hispanic population of the United States is 54,000,000 (as of July 2013), making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 17 percent of the nation's total population. In addition, there are 3.7 million residents of Puerto Rico, a U.S. territory. Source: 2013 Population Estimates. SOURCE: http://www.census.gov/popest/data/national/asrh/2011/index.html> http://latino.foxnews.com/latino/news/2012/05/22/census-undercounts-minorities-by-15- million/ The 2010 census failed to count over 1.5 million Minorities. the census missed about 2.1 percent of black Americans and 1.5 percent of Hispanics, together accounting for some 1.5 million people.
The incoming generation of consumers. http://www.pewresearch.org/fact-tank/2014/07/08/a-view-of-the-future-through-kindergarten-demographics/
II. LATINOS IN WESTERNWASHINGTON 108% growth 2000-2013! Now let’s talk about density. Washington State: 11.7% Total Hispanic population: 970,112 Eastern Washington: Yakima County: 143,475 (46.3%) Franklin County: 52,405 (50.9%) WesternWashington: King County: 225,815 (11.7%) Pierce County: 93,246 (9.6%) Snohomish County: 84,225 (9.3%) DMA % Growth 2000- 2013 Charlotte, NC 168% Raleigh area N.C 138.9% Atlanta, GA 126.9% Orlando Area, Fla. 125.1% Ft. Myers-Naples Fla. 125.1% Oklahoma City, Okla. 119.2% Tampa Area, Fla. 112.2% W. Palm Beach Area, Fla. 110.9% Seattle-Tacoma, WA 108.3% Washington area, D.C 108.1% Source: Neilsen 10 FASTEST GROWING DESIGNATED MARKET AREAS AMONG HISPANICS (POPULATION 200,000+) According to Geoscape, Of the 25 largest populated US markets in 2018, the three markets with the highest projected Hispanic growth rates between 2010 and 2018 are Raleigh-Durham, NC, Seattle- Tacoma, WA, and St. Louis, MO http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html The 2013 American Marketscape DataStream report. Number adjustments: Census fingures + .16%
II. LATINOS IN EASTERN WASHINGTON Eastern Washington Experienced an average of 66% growth from 2000-2010 http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html Datas Sources http://projects.nytimes.com/census/2010/map, and http://projects.nytimes.com/census/2010/map . Market % of population Growth through 2010 Population 2015 Yakima 47% 53% 263,675 Tri-Cities (average) 35% 108% 99,557 Wenatchee 32% 79% 22,167 Hermiston OR 35% 23% 19,074 Numbers for Markets include surrounding marketing areas. Tri-Cities includes Richland Kennewick, Pasco Wentachee includes Moses Lake, Leavenworth, and Waterville. Yakima includes all Yakima Valley including Sunnyside, Grandview, and Benton City. Included Hermiston Oregon. (other areas outside of “Cities” were used in compiling this data) Anticipated growth is based on percentage of growth from 2000-2010, and adjusted to 5 years of continued average growth.
II. LATINOS IN OREGON 64% growth 2000-2010! Oregon's non-Hispanic white population grew by Only 5%! Total Hispanic population: *594,081 TopTen Counties 2010% 2015% Malheur 31.5 41.5 Morrow 31.3 41 Hood River 29.5 39 Marion 25.3 33 Umatilla 24 31.5 Jefferson 19.3 25 Washington 15.7 20.7 Wasco 14.8 19 Yamhill 14.7 19 Polk 12 15.8 Jackson 10.7 14 Klamath 10.4 13.7 Tillamook 9 12
II. LATINOS IN OREGON • Hispanics are growing eight times faster than non-Hispanics (63.5% vs. 7.5%) in Oregon and accounted for 43% of overall growth in the state. Oregon’s 11,338 Latino-owned businesses had sales and receipts of $1.7 billion and employed 13,916 people in 2007, the last year for which data is available, according to the U.S. Census Bureau’s Survey of Business Owners.
IV. LATINO BUYING POWER Washington State Hispanics are in the top 15 in the country for purchasing power! Washington State total purchasing power by 2015… 9.2 Billion Purchasing power: file:///C:/Users/rlambert/Downloads/Hispanic_Purchasing_Power_2008_FINAL11.pdf Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
IV. LATINO BUYING POWER
Seattle/Tacoma Hispanic Retail Spending in 2010 Source: Larson NW Hispanic Report 2007, adjusted to population figures from 2010 census. $800 $327 $160 $107 $374 $160 $80 $240 $374 $- $100 $200 $300 $400 $500 $600 $700 $800 $900 In Millions In Millions
Yakima Market Spending Power Hispanic Retail Spending in 2015 total spending power: Hispanics 18+ will spend 754,937,000 annually. $42 $23 $16 $147 $76 $12 $120 $172 $23 $16 $160 $16 $15 $317 $- $50 $100 $150 $200 $250 $300 $350 In Millions In Millions Source: Nielsen Tapscan
Portland/ Oregon Hispanic Retail Spending in 2010 Source: Larson NW Hispanic Report 2007, adjusted to population figures form 2010 census. $768 $288 $144 $96 $336 $176 $72 $196 $324 $- $100 $200 $300 $400 $500 $600 $700 $800 $900 In Millions In Millions
Hispanics out performed in Spending expectations! Source: Acosta Research and Marketing Jacksonville, FL — From spending on groceries to enjoying shopping, Hispanic consumers outperform their total U.S. counterparts nearly every time, according to research from Acosta Sales & Marketing and Univision Communications, Inc. For example, Hispanic shoppers spend an average of $361 per month on groceries; the total U.S. population spends $331 on average. Further, nearly three-quarters of Hispanic consumers say they enjoy grocery shopping, compared with 16 percent of the total population. In addition, nearly 80 percent of Hispanics shop with someone else, increasing the likelihood of sharing their purchase decisions. “The Hispanic consumer expects to be earning more and is spending more, as evidenced by the fact that their monthly grocery spend is at the highest point in three years,” says Liz Sanderson, Univision vice-president, strategy and insights. “Because grocery shopping represents an opportunity to spend time with loved ones and engage with distinctive store offerings, brands and retailers are presented with more valuable marketing opportunities.”
Census tract data: Lynnwood tract 515, Lakewood, 71805, Factoria 248, Everett: 41805, Tacoma 632, Puyallup South 73121, Federal Way 30006, Oak Harbor: 9704, Bonney Lake 7031, South Hill: 71207, Renton 262, Auburn 30801 Source: http://projects.nytimes.com/census/2010/map?ref=us Numbers: 2010 Census X 8.3% per year. Formula: 108% /13= 8.30% X4= +33.2% for years 2010 to 2015 WHO IS IN YOUR MARKETING AREA? 0% 10% 20% 30% 40% 50% 60% 34% 8% 55% 16% 16% 42% 12% 9% 13% 8% 22% 43% Hispanic Density in Applebee’s 3 MILE MARKETING AREA. 23% Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
The Baby Boomer Generation and what it means to your business. The US population age 65+ in 2010 = 40 million people. BABY BOOMERS ARE AGEING OUT OF THE CONSUMER POPULATION By 2040 that number will equal 80 million people. Source: US census data, 2010 IV. LATINO BUYING POWER Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
This is WHY! We need to be inclusive of our minority populations. 50 % of all new births are to minority families. Hispanics now total 50 Million and by 2037 there will be 100 million. The "Latin Wave" is bigger than the baby boomer generation ever was. We need them educated, and we need them strong. By 2047 minorities will become the majority. Source: US Census Data, 2010 IV. LATINO BUYING POWER Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
Hispanics are the only major racial or ethnic group to see a statistically significant decline in its poverty rate, according to 2013 Census Bureau figures released this week. The drop in the poverty rate among Hispanics – from 25.6% in 2012 to 23.5% in 2013 – contributed to the first decline in the nation’s overall poverty rate since 2006. Hispanics also were the only group to see a decline in the number of people living in poverty (the year-to-year changes in the overall U.S. number was not statistically different.) From 2012 to 2013, the number of Hispanics in poverty dropped from 13.6 million to 12.7 million, even as the Hispanic population grew by 1 million over the same time period. Hispanics only group to see its poverty rate decline and incomes rise! http://www.pewresearch.org/fact-tank/2014/09/19/hispanics-only-group-to-see-its-poverty-rate-decline-and-incomes-rise/
Hispanic Businesses & Entrepreneurs Drive Growth in the New Economy Number of Hispanic- Owned Businesses in the U.S. ‘02 ‘07 ‘14 1.5 Mil 2.26 Mil 3.22 Mil White 68% Black 9% Latino 16% Asian 4% Other 3% 2003 White 62%Black 9% Latino 20% Asian 6% Other 3% 2013 The most recent data shows the Latino share of all new entrepreneurs is 20.4%, compared to 16% a decade ago.
PROJECTED PERCENT INCREASE IN NUMBER OF HISPANIC-OWNED BUSINESSES FROM 2007TO 2014* +35% Pacific OR 795,839. +44% Mountain +42% West North Central +32% East North Central +31% New England +29% Middle Atlantic +57% South Atlantic +59% East South Central +46% West South Central Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
Percentage of Business Owners and Self-Employed by Hispanicity® Segment 36% 13% 15% 26% 10% 40% 14% 16% 25% 6% 35% 11% 16% 30% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% All Hispanics Hispanic Business Owners Self Employed Hispanics Americanazado: Highly Acculturated Nueva Latino : Advanced Bu-Cutural: Mid level Hispano: Lower Acculturation Latin Americana: New immigrant
Among households headed by Hispanics, 46% are owner- occupied. By comparison, among households headed by whites, 72% are owner-occupied, as are 43% of black households and 58% of Asian households. Some 48% of native-born Latino households are owner- occupied. By comparison, 44% of immigrant Latino households are owner-occupied. Among Hispanic immigrant household heads, the homeownership rate is higher among those who have lived in the U.S. longer—59% for those who arrived before 1990, compared with 14% for those who arrived in 2006 or later. Home Ownership
The biggest misconceptions can keep your business from prospering. Common Stereotypes: Only purchase at Hispanic shops. Don’t have money for large purchases. Keep all their money in cash, don’t use banks or credit. Are in the U.S.A Illegally. Taking American jobs Are all on Welfare and Subsidized HealthCare. "Talk funny" (i.e. - with an accent) or can’t speak English Eat only Mexican food Very religious Work as day laborers Are gang members. IV. UNDERSTANDING THE CULTURE Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
THE LATINO PERSPECTIVE… ∆ Some Americans try to take advantage of Hispanics they think we don’t know how to conduct business. ∆ Americans don’t want our business. But they do want us to wash their dishes and mow their lawns. ∆ If I don’t have an introduction to your business, it will be hard for you to gain my trust. ∆ I never know who I will meet when I open the door to your business. Am I going to be welcome, or will I be judged. This is why I usually do business where my friends and family do. ∆ Americans speak to me either very slowly, very loudly, or in a funny tone of voice. I’m not deaf, or incapable, I just speak Spanish. ∆ Because I have not grown up with your brand, I am eager to learn about it, if I like it, I’ll share it with my family and friends. Communicate with Latinos IV. UNDERSTANDING THE CULTURE
IV. UNDERSTANDING THE CULTURE SHOULDYOU STILL USE SPANISH? • Even with English dominant Latinos, if asked to choose a product that is advertised in English or Spanglish, the product that was advertised to them Bi-Lingually, was the product that first captured their attention • Spanish-language advertising is still 45 percent more effective than English advertising in reaching this consumer segment. • For main message recall, commercials in Spanish yield 56 percent higher comprehension, and commercials in Spanish are five times more persuasive in creating an "intent-to-purchase" attitude. Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview
Spanish use at home and English proficiency About 12.3 million Hispanics ages 5 and older (26%) speak English at home exclusively.That share is 39% among the U.S. born and 4% among the foreign born. Some 35.5 million Latinos ages 5 and older (74%) say they speak a language other than English at home, whether or not they also speak English at home. Among them, 35.3 million say the other language they speak is Spanish. Among Hispanics (ages 5 and older) who speak a language other than English at home, 56% report speaking English very well. One-third of all Hispanics (33%) say they do not speak English very well. Among immigrant Latinos, a language gap exists between children and adults. Some 70% of immigrant children between ages 5 and 17 say they speak only English or speak English very well. By comparison, just 32% of immigrant adults say they speak only English or speak English very well. Language use in 2015
IV. UNDERSTANDING THE CULTURE Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview http://genprogress.org/wp-content/uploads/archive/uploads/images/rally.jpg http://blog.pureminutes.com NEW IMMIGRANTS: Spanish speaking. Blue collar workers. Renters. Service Business owners. NEW AMERICANS & SECOND GEN. LATINOS: Bi-Lingual speaking. White collar workers and Students. Home Owners and Renters. GEN MEX: English Speaking. Highly acculturated. Professionals, Home Owners. Credit and bank users. Use cash and money orders. Little brand recognition but are looking to adapt. Rapidly adapting to wireless technology to keep them connected back home. Use cash, but have credit and bank accounts. Highly brand loyal and trendy. Fastest growing user of NEW technologies. Already have established brand loyalty, very brand conscious. Already highly adapted to technology. HOW TO REACH THEM? In Spanish HOW TO REACH THEM? Spanish, Spanglish and some English HOW TO REACH THEM? English, but capture their attention bi-lingually & culturally
EVENT SIGNIFICANCE Three Kings Day On January 6th, this event celebrates the three Kings arrival in Bethlehem. Toys are given to children, and a Rosca, (cake-like pastry) is shared with a small baby Jesus inside. The person that gets the baby Jesus in their slice should put the house for a party on Candlemas Day on February 2. *IDEA* Toy sales, infant clothing sales. Rosca events. La Quinceañera The celebration of a Latina’s 15th birthday. This is a religious as well as a social celebration. *IDEA* Anything having to do with weddings in General Market can be adapted to Quinceañeras. Including Tuxedo Rentals, Catering, Music, Formal Wear, Jewelry Sales. Día de los Niños (April 30) A holiday recognizing children as the center of the Latino family. *Idea* Children’s sales! Children’s events in stores, restaurants, etc. Independecia de Mexico (16 de Septiembre) Also known as Diez y Seis de Septiembre (September 15th), celebrating when Father Miguel Hidalgo & Costilla made the cry for Mexico's freedom from Spain. *Idea* Have some fun with your ads and recognize the difference between Cinco de Mayo (which isn’t celebrated in Mexico) and Independence Day. Day of the Dead (Día de los Muertos) All Hollow's Eve and All Saints Day. A day to celebrate Ancestors and lost loved ones *Idea* Take down the witches, leave the skeletons. IV. UNDERSTANDING THE CULTURE …means understanding what is important to the Hispanic community:
America's Corporations Can No Longer Ignore Hispanic Marketing Like Mitt Romney Did… Forbes 11/12/2012 http://www.forbes.com/sites/glennllopis/2012/11/12/americas-corporations-can-no-longer- ignore-hispanic-marketing-like-mitt-romney-did/ If pollster Matt Barreto is right, Latino voters in Washington were one of the key factors in Gov.-elect Jay Inslee's win over Republican candidate Rob McKenna. Barreto estimates that about 148,000 Latinos voted in these past elections, with another 140,000 potential voters who remain unregistered to vote. And yet less than 5% of the total amount spent on Campaigns and Candidates were done through Spanish Media. "People in Washington state have not come terms with the potential and growth of Latino electorate," Barreto said.The parties "still don't feel Latinos are voters." NBC Latino and Washington Elections V. LATINOS IN POLITICSSource: NBC Latino http://nbclatino.com/2012/11/26/in-washington-the-latino-vote-rises-in- importance/ http://www.followthemoney.org/database/nationalview.phtml WHO WILL WAKE THE GIANT? 9.4% (or 310,067) of registered voters in Washington were “New Americans according to an analysis of 2008 Census Bureau data by Rob Paral & Associates. In 2012 there were 271,000 Hispanic eligible voters in Washington—the 12th largest Hispanic eligible voter population nationally. 21% are naturalized U.S. citizens. ……Pew Hispanic Center. Of the 112,710,585 spent in Washington in 2012, only .0002% was spent in the Hispanic Market.
VI.THINKING AHEAD MountVernon 49.5% 23.5% Highline 31.6% 21.3% Burlington-Edison 30.6% 0.9% Tukwila 24.6% 34.6% Clover Park 20% 9.8% FederalWay 19.2% 12.8% Auburn 18% 11.9% Renton 17.7% 14.2% Shelton 16.3% 6.8% Mukilteo 14.6% 15.7% Tacoma 14.2% 7.2% Fife 14.2% 9.4% Franklin Pierce 13.5% 12.4% Kent 13% 15% Bethel 12.7% 1.2% Seattle 11.5% 12.1% Ocean Beach 11.5% 2.8% San Juan Island 10.1% 4.5% Chehalis 10% 2.5% Grandview School District in Eastern Washington is 87.2% Hispanic. Western Washington is already seeing many of these students gravitating to Western Washington searching for opportunity, or creating it. Transitional/Bi-lingual are students in ESL courses Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf % of Hispanic Children by State: http://www.pewhispanic.org/files/reports/140.pdf * ESL Class numbers include all students who speak a language other than English. of the total student population in our public schools, and 8% of private school enrollment Hispanic students equal an average of 19% School District % Latino * Students in ESL classes OPI 2013/2014 Data
• OREGON: 1st graders now represent 25% of the Public school students. English Language Learners 2013 Source: https://www.k12.wa.us/LegisGov/2013documents/TransBilingual2013.pdf VI.THINKING AHEAD 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 2012-2013 2014-2015 2016-2017 2018-2019 1000 1000 1000 1000500 500 500 500 9500 10000 12000 15000 250 250 250 250 25000 25000 25000 25000 White N.American Hispanic Black Asian
Latinos are a very young community…17 years old. Connection to community and culture are still a VERY significant part of who they are. WHILE MANY LATINOS DO TUNE INTO ENGLISH MEDIA. WHAT KEEPSTHEM COMING BACKTO SPANISH? Television: Comcast, Telemundo, El Rey… All of these networks are now freshening their offerings to reach a bi-lingual, bi-cultural audience.These changes, no doubt, are bold and fresh alternatives meant to appeal to a new generation of Hispanics who straddle between the American and Latino ways of life. At the core of it all, culture, not language, is what keeps us coming back. These networks are leveraging the idea of the cultural connection and engagement revolution to lure these new generations of viewers. Spanish Radio: Spanish radios top format in the Pacific Northwest is Regional Mexican. Many listeners may tune in to English AC, Rock, and other formats, but cross over to Regional Mexican tells another story. For that, you would have to understand the music. Like a Mexican Novella, Regional Mexican Music is made up of Corridos, or Stories.These stories tell the History, and Culture of the community. They are well loved, stories of Mexican life, love, and home that get to the heart of the Hispanic consumer. Coming back to Culture VI.THINKING AHEAD
Which do you use? TV Cable: over 40 channels in Spanish with the Cable Latino package, but you can only buy one (Telemundo) through your Cable representative Comcast Cable is not represented in the Eastern Washington and Central Oregon Markets, so Charter is the option there. Dish Network: Over 80 channels on their DishLatino lineup. Local Station: Must buy direct/still compete with the other larger/ network movie and sports channel lineups. . Local: All the other channels are either Local (Univsion/Azteca, MundoFox), with only one localized show or Newscast, or Network, and outside of local advertiser influence. Radio: Oregon has over 8 Spanish Radio Stations, Eastern Washington 10. and Seattle now has 8. Seattle now has 2 Spanish FM radio stati0ns, A Christian Broadcast station, and an FM Regional Mexican station, there are also multiple AM stations in the market. Print With approximately 12 publications throughout the markets, it is hard to tell exactly what reach, where they are distributed, and how many are reading them. There are currently NO daily Spanish papers in any of the Northwest markets. Add to that the low educational achievements of many immigrants, and papers are likely not to carry a broad enough reach on their own, though they make a good supplemental or addition to a broadcast buy. Digital: Spanish Digital is starting to take off, with some digital only radio stations, and even broadcast shows. The numbers are still out on viewership. Social: Latinos are the fastest growing user of Social Media, fortunately, due to the lack of Spanish content on the Web, creative Latinos are creating their own! When you are considering advertising in any market, consider format. 70% of Latinos in the Pacific Northwest are of Mexican origin, and the majority are NOT from Urban centers, like Mexico City. Just like you would look to a Country and Western station to reach rural areas and people who come from those areas, consider that Regional Mexican , is the Country and Western of the Mexican population. Radio, whether it is English or Spanish, is still sold by reach and frequency, Seattle now is a PPM market, while the other regions in the Pacific Northwest remain diary markets. SpanishTV, vs Radio, vs Print…..
DIGITAL MARKETING VI. THE NEWWORLD, ACCORDING TO … SOURCE: http://www.thinkwithgoogle.com/articles/us-hispanic-market- digital.html 45% 65% 75% 85% 0% 20% 40% 60% 80% 100% 2011 2012 2013 2014 Searches for Common Spanish-Language Question Words U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption." While the number of Spanish language content pages are growing, Latino usage is out pacing most companies ability to adapt quickly enough. Spanish language users on the web, both locally and nationally. Spanish Media can be a conduit and a solution.
VI.THINKING AHEAD HAVEYOU SENT OUT THE INVITATION? Marketing Rules for reaching this Segment: Make a Commitment. Be Open. Be Honest. Be Engaging. Be Consistent. Be Frequent. Be Patient.
INFORMATION CREATES INSPIRATION GRACIAS

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Hispanic Market Presentation 2015 7.23.15

  • 1.
    The NEW CulturalEconomy in the Pacific Northwest. 2015 Hispanic Market Update Population, Spending, and Business.
  • 2.
    I.The new Americanreality The estimated Hispanic population of the United States is 54,000,000 (as of July 2013), making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 17 percent of the nation's total population. In addition, there are 3.7 million residents of Puerto Rico, a U.S. territory. Source: 2013 Population Estimates. SOURCE: http://www.census.gov/popest/data/national/asrh/2011/index.html> http://latino.foxnews.com/latino/news/2012/05/22/census-undercounts-minorities-by-15- million/ The 2010 census failed to count over 1.5 million Minorities. the census missed about 2.1 percent of black Americans and 1.5 percent of Hispanics, together accounting for some 1.5 million people.
  • 3.
    The incoming generationof consumers. http://www.pewresearch.org/fact-tank/2014/07/08/a-view-of-the-future-through-kindergarten-demographics/
  • 4.
    II. LATINOS INWESTERNWASHINGTON 108% growth 2000-2013! Now let’s talk about density. Washington State: 11.7% Total Hispanic population: 970,112 Eastern Washington: Yakima County: 143,475 (46.3%) Franklin County: 52,405 (50.9%) WesternWashington: King County: 225,815 (11.7%) Pierce County: 93,246 (9.6%) Snohomish County: 84,225 (9.3%) DMA % Growth 2000- 2013 Charlotte, NC 168% Raleigh area N.C 138.9% Atlanta, GA 126.9% Orlando Area, Fla. 125.1% Ft. Myers-Naples Fla. 125.1% Oklahoma City, Okla. 119.2% Tampa Area, Fla. 112.2% W. Palm Beach Area, Fla. 110.9% Seattle-Tacoma, WA 108.3% Washington area, D.C 108.1% Source: Neilsen 10 FASTEST GROWING DESIGNATED MARKET AREAS AMONG HISPANICS (POPULATION 200,000+) According to Geoscape, Of the 25 largest populated US markets in 2018, the three markets with the highest projected Hispanic growth rates between 2010 and 2018 are Raleigh-Durham, NC, Seattle- Tacoma, WA, and St. Louis, MO http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html The 2013 American Marketscape DataStream report. Number adjustments: Census fingures + .16%
  • 5.
    II. LATINOS INEASTERN WASHINGTON Eastern Washington Experienced an average of 66% growth from 2000-2010 http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html Datas Sources http://projects.nytimes.com/census/2010/map, and http://projects.nytimes.com/census/2010/map . Market % of population Growth through 2010 Population 2015 Yakima 47% 53% 263,675 Tri-Cities (average) 35% 108% 99,557 Wenatchee 32% 79% 22,167 Hermiston OR 35% 23% 19,074 Numbers for Markets include surrounding marketing areas. Tri-Cities includes Richland Kennewick, Pasco Wentachee includes Moses Lake, Leavenworth, and Waterville. Yakima includes all Yakima Valley including Sunnyside, Grandview, and Benton City. Included Hermiston Oregon. (other areas outside of “Cities” were used in compiling this data) Anticipated growth is based on percentage of growth from 2000-2010, and adjusted to 5 years of continued average growth.
  • 6.
    II. LATINOS INOREGON 64% growth 2000-2010! Oregon's non-Hispanic white population grew by Only 5%! Total Hispanic population: *594,081 TopTen Counties 2010% 2015% Malheur 31.5 41.5 Morrow 31.3 41 Hood River 29.5 39 Marion 25.3 33 Umatilla 24 31.5 Jefferson 19.3 25 Washington 15.7 20.7 Wasco 14.8 19 Yamhill 14.7 19 Polk 12 15.8 Jackson 10.7 14 Klamath 10.4 13.7 Tillamook 9 12
  • 7.
    II. LATINOS INOREGON • Hispanics are growing eight times faster than non-Hispanics (63.5% vs. 7.5%) in Oregon and accounted for 43% of overall growth in the state. Oregon’s 11,338 Latino-owned businesses had sales and receipts of $1.7 billion and employed 13,916 people in 2007, the last year for which data is available, according to the U.S. Census Bureau’s Survey of Business Owners.
  • 8.
    IV. LATINO BUYINGPOWER Washington State Hispanics are in the top 15 in the country for purchasing power! Washington State total purchasing power by 2015… 9.2 Billion Purchasing power: file:///C:/Users/rlambert/Downloads/Hispanic_Purchasing_Power_2008_FINAL11.pdf Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 9.
  • 10.
    Seattle/Tacoma Hispanic Retail Spendingin 2010 Source: Larson NW Hispanic Report 2007, adjusted to population figures from 2010 census. $800 $327 $160 $107 $374 $160 $80 $240 $374 $- $100 $200 $300 $400 $500 $600 $700 $800 $900 In Millions In Millions
  • 11.
    Yakima Market SpendingPower Hispanic Retail Spending in 2015 total spending power: Hispanics 18+ will spend 754,937,000 annually. $42 $23 $16 $147 $76 $12 $120 $172 $23 $16 $160 $16 $15 $317 $- $50 $100 $150 $200 $250 $300 $350 In Millions In Millions Source: Nielsen Tapscan
  • 12.
    Portland/ Oregon Hispanic RetailSpending in 2010 Source: Larson NW Hispanic Report 2007, adjusted to population figures form 2010 census. $768 $288 $144 $96 $336 $176 $72 $196 $324 $- $100 $200 $300 $400 $500 $600 $700 $800 $900 In Millions In Millions
  • 13.
    Hispanics out performedin Spending expectations! Source: Acosta Research and Marketing Jacksonville, FL — From spending on groceries to enjoying shopping, Hispanic consumers outperform their total U.S. counterparts nearly every time, according to research from Acosta Sales & Marketing and Univision Communications, Inc. For example, Hispanic shoppers spend an average of $361 per month on groceries; the total U.S. population spends $331 on average. Further, nearly three-quarters of Hispanic consumers say they enjoy grocery shopping, compared with 16 percent of the total population. In addition, nearly 80 percent of Hispanics shop with someone else, increasing the likelihood of sharing their purchase decisions. “The Hispanic consumer expects to be earning more and is spending more, as evidenced by the fact that their monthly grocery spend is at the highest point in three years,” says Liz Sanderson, Univision vice-president, strategy and insights. “Because grocery shopping represents an opportunity to spend time with loved ones and engage with distinctive store offerings, brands and retailers are presented with more valuable marketing opportunities.”
  • 14.
    Census tract data:Lynnwood tract 515, Lakewood, 71805, Factoria 248, Everett: 41805, Tacoma 632, Puyallup South 73121, Federal Way 30006, Oak Harbor: 9704, Bonney Lake 7031, South Hill: 71207, Renton 262, Auburn 30801 Source: http://projects.nytimes.com/census/2010/map?ref=us Numbers: 2010 Census X 8.3% per year. Formula: 108% /13= 8.30% X4= +33.2% for years 2010 to 2015 WHO IS IN YOUR MARKETING AREA? 0% 10% 20% 30% 40% 50% 60% 34% 8% 55% 16% 16% 42% 12% 9% 13% 8% 22% 43% Hispanic Density in Applebee’s 3 MILE MARKETING AREA. 23% Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 15.
    The Baby BoomerGeneration and what it means to your business. The US population age 65+ in 2010 = 40 million people. BABY BOOMERS ARE AGEING OUT OF THE CONSUMER POPULATION By 2040 that number will equal 80 million people. Source: US census data, 2010 IV. LATINO BUYING POWER Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 16.
    This is WHY! Weneed to be inclusive of our minority populations. 50 % of all new births are to minority families. Hispanics now total 50 Million and by 2037 there will be 100 million. The "Latin Wave" is bigger than the baby boomer generation ever was. We need them educated, and we need them strong. By 2047 minorities will become the majority. Source: US Census Data, 2010 IV. LATINO BUYING POWER Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 17.
    Hispanics are theonly major racial or ethnic group to see a statistically significant decline in its poverty rate, according to 2013 Census Bureau figures released this week. The drop in the poverty rate among Hispanics – from 25.6% in 2012 to 23.5% in 2013 – contributed to the first decline in the nation’s overall poverty rate since 2006. Hispanics also were the only group to see a decline in the number of people living in poverty (the year-to-year changes in the overall U.S. number was not statistically different.) From 2012 to 2013, the number of Hispanics in poverty dropped from 13.6 million to 12.7 million, even as the Hispanic population grew by 1 million over the same time period. Hispanics only group to see its poverty rate decline and incomes rise! http://www.pewresearch.org/fact-tank/2014/09/19/hispanics-only-group-to-see-its-poverty-rate-decline-and-incomes-rise/
  • 18.
    Hispanic Businesses &Entrepreneurs Drive Growth in the New Economy Number of Hispanic- Owned Businesses in the U.S. ‘02 ‘07 ‘14 1.5 Mil 2.26 Mil 3.22 Mil White 68% Black 9% Latino 16% Asian 4% Other 3% 2003 White 62%Black 9% Latino 20% Asian 6% Other 3% 2013 The most recent data shows the Latino share of all new entrepreneurs is 20.4%, compared to 16% a decade ago.
  • 19.
    PROJECTED PERCENT INCREASEIN NUMBER OF HISPANIC-OWNED BUSINESSES FROM 2007TO 2014* +35% Pacific OR 795,839. +44% Mountain +42% West North Central +32% East North Central +31% New England +29% Middle Atlantic +57% South Atlantic +59% East South Central +46% West South Central Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 20.
    Percentage of BusinessOwners and Self-Employed by Hispanicity® Segment 36% 13% 15% 26% 10% 40% 14% 16% 25% 6% 35% 11% 16% 30% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% All Hispanics Hispanic Business Owners Self Employed Hispanics Americanazado: Highly Acculturated Nueva Latino : Advanced Bu-Cutural: Mid level Hispano: Lower Acculturation Latin Americana: New immigrant
  • 21.
    Among households headedby Hispanics, 46% are owner- occupied. By comparison, among households headed by whites, 72% are owner-occupied, as are 43% of black households and 58% of Asian households. Some 48% of native-born Latino households are owner- occupied. By comparison, 44% of immigrant Latino households are owner-occupied. Among Hispanic immigrant household heads, the homeownership rate is higher among those who have lived in the U.S. longer—59% for those who arrived before 1990, compared with 14% for those who arrived in 2006 or later. Home Ownership
  • 22.
    The biggest misconceptions cankeep your business from prospering. Common Stereotypes: Only purchase at Hispanic shops. Don’t have money for large purchases. Keep all their money in cash, don’t use banks or credit. Are in the U.S.A Illegally. Taking American jobs Are all on Welfare and Subsidized HealthCare. "Talk funny" (i.e. - with an accent) or can’t speak English Eat only Mexican food Very religious Work as day laborers Are gang members. IV. UNDERSTANDING THE CULTURE Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
  • 23.
    THE LATINO PERSPECTIVE… ∆Some Americans try to take advantage of Hispanics they think we don’t know how to conduct business. ∆ Americans don’t want our business. But they do want us to wash their dishes and mow their lawns. ∆ If I don’t have an introduction to your business, it will be hard for you to gain my trust. ∆ I never know who I will meet when I open the door to your business. Am I going to be welcome, or will I be judged. This is why I usually do business where my friends and family do. ∆ Americans speak to me either very slowly, very loudly, or in a funny tone of voice. I’m not deaf, or incapable, I just speak Spanish. ∆ Because I have not grown up with your brand, I am eager to learn about it, if I like it, I’ll share it with my family and friends. Communicate with Latinos IV. UNDERSTANDING THE CULTURE
  • 24.
    IV. UNDERSTANDING THECULTURE SHOULDYOU STILL USE SPANISH? • Even with English dominant Latinos, if asked to choose a product that is advertised in English or Spanglish, the product that was advertised to them Bi-Lingually, was the product that first captured their attention • Spanish-language advertising is still 45 percent more effective than English advertising in reaching this consumer segment. • For main message recall, commercials in Spanish yield 56 percent higher comprehension, and commercials in Spanish are five times more persuasive in creating an "intent-to-purchase" attitude. Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview
  • 25.
    Spanish use athome and English proficiency About 12.3 million Hispanics ages 5 and older (26%) speak English at home exclusively.That share is 39% among the U.S. born and 4% among the foreign born. Some 35.5 million Latinos ages 5 and older (74%) say they speak a language other than English at home, whether or not they also speak English at home. Among them, 35.3 million say the other language they speak is Spanish. Among Hispanics (ages 5 and older) who speak a language other than English at home, 56% report speaking English very well. One-third of all Hispanics (33%) say they do not speak English very well. Among immigrant Latinos, a language gap exists between children and adults. Some 70% of immigrant children between ages 5 and 17 say they speak only English or speak English very well. By comparison, just 32% of immigrant adults say they speak only English or speak English very well. Language use in 2015
  • 26.
    IV. UNDERSTANDING THECULTURE Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview http://genprogress.org/wp-content/uploads/archive/uploads/images/rally.jpg http://blog.pureminutes.com NEW IMMIGRANTS: Spanish speaking. Blue collar workers. Renters. Service Business owners. NEW AMERICANS & SECOND GEN. LATINOS: Bi-Lingual speaking. White collar workers and Students. Home Owners and Renters. GEN MEX: English Speaking. Highly acculturated. Professionals, Home Owners. Credit and bank users. Use cash and money orders. Little brand recognition but are looking to adapt. Rapidly adapting to wireless technology to keep them connected back home. Use cash, but have credit and bank accounts. Highly brand loyal and trendy. Fastest growing user of NEW technologies. Already have established brand loyalty, very brand conscious. Already highly adapted to technology. HOW TO REACH THEM? In Spanish HOW TO REACH THEM? Spanish, Spanglish and some English HOW TO REACH THEM? English, but capture their attention bi-lingually & culturally
  • 27.
    EVENT SIGNIFICANCE Three KingsDay On January 6th, this event celebrates the three Kings arrival in Bethlehem. Toys are given to children, and a Rosca, (cake-like pastry) is shared with a small baby Jesus inside. The person that gets the baby Jesus in their slice should put the house for a party on Candlemas Day on February 2. *IDEA* Toy sales, infant clothing sales. Rosca events. La Quinceañera The celebration of a Latina’s 15th birthday. This is a religious as well as a social celebration. *IDEA* Anything having to do with weddings in General Market can be adapted to Quinceañeras. Including Tuxedo Rentals, Catering, Music, Formal Wear, Jewelry Sales. Día de los Niños (April 30) A holiday recognizing children as the center of the Latino family. *Idea* Children’s sales! Children’s events in stores, restaurants, etc. Independecia de Mexico (16 de Septiembre) Also known as Diez y Seis de Septiembre (September 15th), celebrating when Father Miguel Hidalgo & Costilla made the cry for Mexico's freedom from Spain. *Idea* Have some fun with your ads and recognize the difference between Cinco de Mayo (which isn’t celebrated in Mexico) and Independence Day. Day of the Dead (Día de los Muertos) All Hollow's Eve and All Saints Day. A day to celebrate Ancestors and lost loved ones *Idea* Take down the witches, leave the skeletons. IV. UNDERSTANDING THE CULTURE …means understanding what is important to the Hispanic community:
  • 28.
    America's Corporations Can NoLonger Ignore Hispanic Marketing Like Mitt Romney Did… Forbes 11/12/2012 http://www.forbes.com/sites/glennllopis/2012/11/12/americas-corporations-can-no-longer- ignore-hispanic-marketing-like-mitt-romney-did/ If pollster Matt Barreto is right, Latino voters in Washington were one of the key factors in Gov.-elect Jay Inslee's win over Republican candidate Rob McKenna. Barreto estimates that about 148,000 Latinos voted in these past elections, with another 140,000 potential voters who remain unregistered to vote. And yet less than 5% of the total amount spent on Campaigns and Candidates were done through Spanish Media. "People in Washington state have not come terms with the potential and growth of Latino electorate," Barreto said.The parties "still don't feel Latinos are voters." NBC Latino and Washington Elections V. LATINOS IN POLITICSSource: NBC Latino http://nbclatino.com/2012/11/26/in-washington-the-latino-vote-rises-in- importance/ http://www.followthemoney.org/database/nationalview.phtml WHO WILL WAKE THE GIANT? 9.4% (or 310,067) of registered voters in Washington were “New Americans according to an analysis of 2008 Census Bureau data by Rob Paral & Associates. In 2012 there were 271,000 Hispanic eligible voters in Washington—the 12th largest Hispanic eligible voter population nationally. 21% are naturalized U.S. citizens. ……Pew Hispanic Center. Of the 112,710,585 spent in Washington in 2012, only .0002% was spent in the Hispanic Market.
  • 29.
    VI.THINKING AHEAD MountVernon 49.5%23.5% Highline 31.6% 21.3% Burlington-Edison 30.6% 0.9% Tukwila 24.6% 34.6% Clover Park 20% 9.8% FederalWay 19.2% 12.8% Auburn 18% 11.9% Renton 17.7% 14.2% Shelton 16.3% 6.8% Mukilteo 14.6% 15.7% Tacoma 14.2% 7.2% Fife 14.2% 9.4% Franklin Pierce 13.5% 12.4% Kent 13% 15% Bethel 12.7% 1.2% Seattle 11.5% 12.1% Ocean Beach 11.5% 2.8% San Juan Island 10.1% 4.5% Chehalis 10% 2.5% Grandview School District in Eastern Washington is 87.2% Hispanic. Western Washington is already seeing many of these students gravitating to Western Washington searching for opportunity, or creating it. Transitional/Bi-lingual are students in ESL courses Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf % of Hispanic Children by State: http://www.pewhispanic.org/files/reports/140.pdf * ESL Class numbers include all students who speak a language other than English. of the total student population in our public schools, and 8% of private school enrollment Hispanic students equal an average of 19% School District % Latino * Students in ESL classes OPI 2013/2014 Data
  • 30.
    • OREGON: 1stgraders now represent 25% of the Public school students. English Language Learners 2013 Source: https://www.k12.wa.us/LegisGov/2013documents/TransBilingual2013.pdf VI.THINKING AHEAD 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 2012-2013 2014-2015 2016-2017 2018-2019 1000 1000 1000 1000500 500 500 500 9500 10000 12000 15000 250 250 250 250 25000 25000 25000 25000 White N.American Hispanic Black Asian
  • 31.
    Latinos are avery young community…17 years old. Connection to community and culture are still a VERY significant part of who they are. WHILE MANY LATINOS DO TUNE INTO ENGLISH MEDIA. WHAT KEEPSTHEM COMING BACKTO SPANISH? Television: Comcast, Telemundo, El Rey… All of these networks are now freshening their offerings to reach a bi-lingual, bi-cultural audience.These changes, no doubt, are bold and fresh alternatives meant to appeal to a new generation of Hispanics who straddle between the American and Latino ways of life. At the core of it all, culture, not language, is what keeps us coming back. These networks are leveraging the idea of the cultural connection and engagement revolution to lure these new generations of viewers. Spanish Radio: Spanish radios top format in the Pacific Northwest is Regional Mexican. Many listeners may tune in to English AC, Rock, and other formats, but cross over to Regional Mexican tells another story. For that, you would have to understand the music. Like a Mexican Novella, Regional Mexican Music is made up of Corridos, or Stories.These stories tell the History, and Culture of the community. They are well loved, stories of Mexican life, love, and home that get to the heart of the Hispanic consumer. Coming back to Culture VI.THINKING AHEAD
  • 32.
    Which do youuse? TV Cable: over 40 channels in Spanish with the Cable Latino package, but you can only buy one (Telemundo) through your Cable representative Comcast Cable is not represented in the Eastern Washington and Central Oregon Markets, so Charter is the option there. Dish Network: Over 80 channels on their DishLatino lineup. Local Station: Must buy direct/still compete with the other larger/ network movie and sports channel lineups. . Local: All the other channels are either Local (Univsion/Azteca, MundoFox), with only one localized show or Newscast, or Network, and outside of local advertiser influence. Radio: Oregon has over 8 Spanish Radio Stations, Eastern Washington 10. and Seattle now has 8. Seattle now has 2 Spanish FM radio stati0ns, A Christian Broadcast station, and an FM Regional Mexican station, there are also multiple AM stations in the market. Print With approximately 12 publications throughout the markets, it is hard to tell exactly what reach, where they are distributed, and how many are reading them. There are currently NO daily Spanish papers in any of the Northwest markets. Add to that the low educational achievements of many immigrants, and papers are likely not to carry a broad enough reach on their own, though they make a good supplemental or addition to a broadcast buy. Digital: Spanish Digital is starting to take off, with some digital only radio stations, and even broadcast shows. The numbers are still out on viewership. Social: Latinos are the fastest growing user of Social Media, fortunately, due to the lack of Spanish content on the Web, creative Latinos are creating their own! When you are considering advertising in any market, consider format. 70% of Latinos in the Pacific Northwest are of Mexican origin, and the majority are NOT from Urban centers, like Mexico City. Just like you would look to a Country and Western station to reach rural areas and people who come from those areas, consider that Regional Mexican , is the Country and Western of the Mexican population. Radio, whether it is English or Spanish, is still sold by reach and frequency, Seattle now is a PPM market, while the other regions in the Pacific Northwest remain diary markets. SpanishTV, vs Radio, vs Print…..
  • 33.
    DIGITAL MARKETING VI. THE NEWWORLD,ACCORDING TO … SOURCE: http://www.thinkwithgoogle.com/articles/us-hispanic-market- digital.html 45% 65% 75% 85% 0% 20% 40% 60% 80% 100% 2011 2012 2013 2014 Searches for Common Spanish-Language Question Words U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption." While the number of Spanish language content pages are growing, Latino usage is out pacing most companies ability to adapt quickly enough. Spanish language users on the web, both locally and nationally. Spanish Media can be a conduit and a solution.
  • 34.
    VI.THINKING AHEAD HAVEYOU SENT OUTTHE INVITATION? Marketing Rules for reaching this Segment: Make a Commitment. Be Open. Be Honest. Be Engaging. Be Consistent. Be Frequent. Be Patient.
  • 35.