Hispanic Digital Marketing for Nonprofits

U.S. Hispanic Digital Marketing for NonprofitOrganizations

October 13, 2016

Is your organization currently reaching out to the Hispanic community?

Carlos M. SalinasCEO, Spanish MediaSpanishMedia.com

Your Presenter:

What do you know about the US Hispanic Market?

Entire industries are looking to the Hispanic market for growth and

survival!

Values and Priorities:

● Emphasis on family

● Loyalty● Religion

What’s the best way to engage with the U.S. Hispanic market?

Best Practices: 3 Questions

1. Who?2. What?3. How?

Who is the story coming from?

● The narrator must be believable – authenticity is everything

● Establish credibility and trustworthiness when building initial connection to Spanish-speaking community

Halloween vs. Día de los Muertos

Bimbo

What is the content?

Subject matter should connect with specific target audience:

1. Emotionally2. With their experience3. With their priorities in

mind

Example: “Got Milk?” campaign

Spanish “Got Milk?” Campaign

● Changed to focus on culture + family

● “Familia, amor, y leche”

Great example: Allstate’s “Mala Suerte” campaign

How is the audience engaged?

● Which platform?● Nuanced language -

what level of formality, regional dialect, etc.

The Digital Opportunity

“ U.S. Hispanics are ahead of the curve when it comes to digital [...] But despite the facts, these consumers are vastly underserved, and the opportunities to reach them through digital remain largely untapped.”

- Googlehttps://www.thinkwithgoogle.com/articles/us-hispanic-market-

digital.html

Hispanic Media Ad Spend

Source: AdAge Hispanic Fact Pack 2015

Mobile First

Tips● Assemble the right team● Focus on culture● Target the right market segment● Trying doesn’t count!● Embrace digital● Measure and pivot● Be consistent

Resources● Google Alerts● U.S. Census Bureau Website: census.gov● Pew Research Center: pewresearch.org● Nielsen: nielsen.com● AdAge: adage.com

ChallengeIf you’re already reaching out to the Hispanic market:

Reflect on your current efforts in light of webinar; look for areas of improvement and further authentic engagement

If you haven’t yet reached out to the Hispanic market:

Evaluate your digital presence and pick one place to make a change (even making key info on website available in Spanish)

Thank you!

csalinas@spanishmedia.comspanishmedia.com