Hispanic Recruitment

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Hispanic Recruitment Gulf Coast Consortium of
Community College Public Information
Professionals Pamela Cox-Otto, Ph.D.
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Definitions
Hispanic Person of Latin American decent living
in the U.S., expecially Cuban, Mexican, Puerto
Rican, Spanish and other parts of Central and
South American Not Race More Culture Latino
The same as above but with a political overtone.
Currently Favored in CA TX- No Consensus
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Self Identification

• Foreign Born Country of Birth
• 86 Call themselves Mexican
• U.S. Born
• Mexican-American 62 Favor Mexican
• 30 Favor Latino
• 8 Favor American
• Cuban/Puerto Rican 41 Favor Cuban
• 39 Favor American
• 20 Favor Hispanic

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US Hispanic Population 1960 - 2000
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Hispanic Pop. Growth

• 40 Million MORE Hispanics will be added to the
  population by 2040
• Without Emigration Hispanic population will be
  51 Million by 2050
• By 2010 Hispanic Population will outnumber
  African American Asian Populations

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Location

• New Mexico - 38.2 of Population
• California - 25.8 of Population
• Texas - 25.5 of Population
• Arizona - 18.8 of Population
• Colorado - 12.9 of Population
• New York-Florida-Nevada-New Jersey-Illinois

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Largest Increases
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Texas (MAs)
29 of the U.S. Hispanic Population

• 1980 - 7 MAs with 100,000 or More
• Population 1,906,786
• 1990 - 10 MAs with 100,000 or more
• Population 3,265,200
• 2000- 10 MAs
• Population 6,680,000
• 20 of the Population of Texas
• 700,000 Undocumented

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Market Growth

• Purchasing Power
• 1990 - 208 Billion
• 2000 - 383 Billion
• Purchasing Gains are outstripping Population
  Gains
• Fastest Growing Market Segment
• Loyal - Prefer Quality Names

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Income

• Earnings (Per Capital Income)
• 2000 - 13,200
• 45 make 25,000 (13- 50K)
• 87,000 Affluent in Texas
• 61 in Houston/San Antonio/Dallas
• 16 in Brazoria Metro Area
• Business
• 20 - 25 Businesses per 1,000 Hispanics in
  Population in Texas

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The Future

• Births of US Births- Up 14 - 29
• Hispanic Birth Rate 2.5 (1.8)
• Consumer Growth - Fastest Growing Consumer Group
• Age Fastest Growing Youth Population
• Pyramid (60 under 30)
• HH - 57 Married

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Education
2000 Data
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VALUES
Subgroups Mexican Puerto Rican/
Cuban South and Central American
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Mexican Community

• Language Mexican Spanish
• Regional Vocabulary
• Limited contact with other Hispanics
• More likely to report discrimination
• More likely to report positive Anglo
  relationships
• Younger HH-Larger HH- Larger Families
• Core Values - Family - Community

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Mexican Community (2)

• Extended Family
• Kinship is Critical
• Intermarry (Women more so)
• Most Politically Active Hispanic Group
• Cultural Heritage, Equal Rights, Bilingual
  Education
• Value education 65- Hispanic parents
• 47-African American
• 33 - Anglo

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Culture

• Non-Culturation
• Acculturation
• Re-Culturation

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ECOSYSTEM
FAMILY Inter-dependence
LOW Reliance
INCLUSIVE of Kin
COOPERATE
Value Institution Focus Relationships
HIGH Reliance
EXCLUSIVE of Kin
COMPETE
INDIVDUAL
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Stereotypes

• Poor, Farm Workers
• Separate from Mainstream
• Not Acculturated
• Affirmative Action
• Play the System

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Generations

• Los Ninos 0 - 9
• Generation N 10 - 19
• Latinos/Latinas 20 - 39
• Latin Boomers 40 - 59
• Los Grandes 60

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LOS NINOS

• Age 0 - 9
• Size 6.4 Million
• 18 of Hispanic Population
• Critical Market Issues
• Talk to the Parents
• Nag Factor (Age 2) - Give what you missed
• Keep children home longer (Hold onto Baby)
• Heart Share Help them be successful Productive
  American Citizens
• Introduce family to new ideas/products
• Emotion

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GENERATION N

• Age 10 - 19
• Size 6.1 Million
• 17.4 of Hispanic Population (80 US Born)
• Critical Market Issues
• Interest in Spanish Language but BIcultural
• Language Segregated New York-Texas-Calif.
• Athletics Merchandising
• Terra.com
• Working AND School- 52
• Emotion

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LATINOS/LATINAS

• Age 20 - 39
• Size 11.2 Million
• 31 of Hispanic Population (50
• Critical Market Issues
• 50/50 US Born/Foreign Born
• Family Focus and Take advantage of US
• Young Entrepreneurs
• Latinas-Information Role Models
• Latinos- Information, tools

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LATIN BOOMERS

• Age 40 - 59
• Size 8.3 Million
• 23 of Hispanic Population
• Critical Market Issues
• Sandwich - Care for Children Parents
• SCHOOLS
• 90 value other skills that 3R - life and
  practical skills
• 97 value safety and discipline
• 91 value good facilities 82 small class size
• Families Pool income

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LOS GRANDES

• Age 60
• Size 3.3 Million
• 9.3 of Hispanic Population
• Critical Market Issues
• Triple Decker Households (3 Generations)
• Least acculturated - Spanish only, 70 no HS
  Degree, Highest Poverty
• Skeptical of new locations, new products
• Official information shoppers of family

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Hispanic Hierarchyof Needs
Emotional High ground
Personal Fulfillment as function of Family
Fulfillment
Making it better in future for Family
Aspirations
Personal Insight
Foundation of Decisions is Family
Something that makes home and family better
Functional Benefit
Surface Attributes
Improve, convenient, quality
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Engaging the Community LANGUAGE

• 74 are Bilingual
• Foreign Born-18 Prefer Spanish
• Practical
• Spanish Only - Most Traditional- Lowest Income-
  Largest HH
• Bilingual - In Between
• English Dominant - Most Acculturated, Largest
  Income - Smallest HH

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Engaging the Community Involvement

• Focus on Relationship Marketing
• Use existing Communication Channels and Events
• Market Neighborhood by Neighborhood
• Cross-Generational Entertainment, Sports
  Recreation

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Engaging the Community MEDIA

• Internet -
• Fastest Growing 17 of Houston Users
• Opportunities (education, scholarships) are
  sticky
• Bilingual Spanglish
• 62 of teens what Spanish Language TV WITH Mom
  and Dad

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Engaging the Community MEDIA

• Radio is Moving to Prominence Up 22
• Houston
• KLAT-AM KTNL-FM KOVE-FM KRXT-FM KOBU-FM
• New Formats Radio Novella
• PRINT Newspapers Up Magazines Up
• Telemarketing Up (Inbound preferred)
• Direct Mail New and up

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Engaging the Community CULTURAL ATUNEMENT

• Family Values
• Loyalty
• Respect
• Support

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MARKETING
Thinking Hispanic Formulating an Approach Case
Studies Big Mistakes
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Think Hispanic

• Individual Family
• Focus on Family Success and Pride
• Focus on Supporting Family
• Focus on Community
• Community Organizationally
• Co-Brand with Hispanic Initiative
• Co-Market with Existing Companies
• Co-Recruit with Hispanic Employers

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Formulating An Approach

• Strategy Start with Research
• Current Hispanic Population (General)
• Current Students
• Hispanic Businesses
• Hispanic Community Organizations and Structure
• Market Penetration/
• Take age acculturation into account

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Formulating (2)

• Media
• Age
• Language
• Radio - Television - Print - Direct Mail
• Relationship neighborhood marketing
• Integration
• Integrated Campaign
• Integrate into existing community campaigns
• Follow-Though - Dont Stop and Start

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Case Studies

• Honda
• Problem - Losing Share of Youth Market
• First Company to Sponsor World Cup in the US
• Integrated the event into the market approach,
  advertising, image, branding
• Market Penetration increased to nearly 20 of the
  market share

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Case Studies

• U.S. Army
• Not content with same message in Spanish
• Implemented Cultural Awareness Training to
  recruiters
• Image problem of army (any army)
• Create an emotional commitment

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Case Study

• La Opinion
• Leading Spanish Language Newspaper AND Top 100
  dailies of ALL newspapers
• 1999 Created La Opinion Digital
• Laopinion.com
• Print ads and partnerships with other Spanish
  Language Newspapers
• Afluent, educated and young

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BIG MISTAKES

• Language and Translations
• Non-Targeted Campaigns
• Promotion not Products
• Same Campaign in Spanish
• Doing Nothing
• No Committing to a Strategic Campaign
• Not Starting Now

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Closing Thoughts
2 Year colleges have something unique to
offer Long overdue Learn Now... while it is
simpler