Monday July 17, 2006 Marketing to the Hispanic Community

 Market size and growth  Characteristics demographics, etc.  Key markets  Key focus-group findings  Attitudes toward Scouting  Resources

U.S. HISPANIC POPULATION COMPOSITION Nation Population % of origin in millions Mexico 28, % Central and South America 6, % Puerto Rico 4, % Cuba 2, % Other 2, % Total 44, %

How Significant Is the Hispanic Population $$$  There are now 44 million Hispanics living in the United States, which account for 13.7% of the population.  One in every seven Americans is of Hispanic origin.  By 2010, nearly one person out of every six living in the U.S. will be of Hispanic origin.  Hispanic Americans have become the biggest minority in the nation.

What Exactly is “Hispanic”? The term “Hispanic” applies to U.S. citizens and residents who identify themselves as descending from inhabitants of Mexico, Puerto Rico, Cuba, the Dominican Republic, or Central and South America. - U.S. Census Bureau

Are Hispanics Valuable Consumers? n As of 2004 Hispanics have an estimated buying power of $686 billion. n California alone has a Hispanic buying power of $198.5 billion. n Texas follows, with $119.billion. n Florida has $63.7 billion. n Illinois finishes out of the top five markets, with $31.3 billion in Hispanic buying power.

Top 10 Hispanic Markets n Los Angeles n New York n Miami n Chicago n Houston n San Francisco n Dallas n San Antonio n Phoenix n San Diego n 4,559,255 n 2,769,550 n 1,326,700 n 1,017,640 n 920,980 n 855,265 n 734,220 n 653,650 n 526,025

What Is the U.S. Hispanic Population Like? Younger age profile than the average in the United States Larger families More full-time employment than average Heavy spending, particularly in certain categories

FAMILY CHARACTERISTICS  68% of Hispanic children live in two-parent households (75% white, 35% black)  High school dropout rate of 50%  66% of Hispanic heads of households do not have a high school diploma

SOCIAL CHARACTERISTICS  Strong identification with “traditional values”  Strong commitment to family, religion, and heritage  Strong work ethic; belief that you must make it on your own

Unlike earlier ethnic immigrants, the Hispanic population strongly identifies with its ethnic background and holds tightly to its language and customs.

LANGUAGE USAGE AMONG U.S. HISPANICS  Spanish is the first language of around 90% of Hispanics.  79% are most comfortable speaking Spanish at home.  46.4% of children are most comfortable speaking Spanish.  34% of teens speak Spanish at home and 4% speak Spanish with friends.

MEDIA USAGE AMONG U.S. HISPANICS  70% watch Spanish television – Univision and Telemundo are the two major Spanish-language networks  Tend to watch 4 ½ hours of Spanish-language television per day  70% listen to Spanish-language radio stations for an average of one hour per day  Tend to read Spanish-language newspaper most often

MEDIA USAGE AMONG U.S. HISPANICS Teenage media usage: 58.6% read magazines – both English and Spanish language. 58.2% listen to the radio – usually Latin music. 55.2% watch cable television – tend to watch more English-language TV. Generally, youth are receptive to English- language media.

KEY FINDINGS: YOUTH/PARENT

 Boys like sports (extreme), computer games, and “hanging out”.  Parents want boys “safely” challenged. They support sons in sports, talent development, and educational activities.  They will not force involvement, but support a boy’s choice/interest.  Moms are most involved in decisions and activities.

FACTORS THAT POSITIVELY INFLUENCE HISPANIC MEMBERSHIP

 Having bicultural staff members  Using bicultural promotional materials  Active outreach by council Relationships/Marketing committees  Dedicated professional staff leadership and council executive support

EFFECTIVE MARKETING MESSAGES – Youth/Parent

 Youth messages Outdoor oriented Variety of “new” things to do Earning badges/skills Sports messages (soccer) Hispanic role models Youth peer role models

Parental messages Family emphasis Scouting values (God, family, country) but many don’t know Scouting offers them Respect for self and others Scouting benefits (achievement discipline, educational) Parents’ key concerns are gangs, drugs, violence at school and dropouts

BARRIERS TO HISPANIC PARTICIPATION  Misperceptions and limited understanding about Scouting – especially parents  Lack of understanding of volunteerism – parents  Lack of information about Scouting programs

Orange County Council’s “2 for 1” Soccer Scouting Program Four years ago, a national task force of professional Scouters and volunteers had the opportunity to observe the Orange County Council’s Soccer Scouting Program in action. —The Orange County Council recognized more than a decade ago that a nontraditional approach was needed to serve its booming Latino community —Integrating soccer with traditional Scouting programs was the solution that proved to be very successful

— Latino families saw real benefit in their youth joining a soccer league and learning character- building skills offered through Cub and Boy Scouting. — Latino professional Scouters and volunteers gave direct leadership to every aspect of the program. — The Spanish language was the dominant communication medium through which parents became informed about the program.

— In March 2004, the Denver Area Council was selected as the pilot test council of the new program. — Marketing to Denver’s Latino community was accomplished through the use of PSAs, bilingual brochures, Spanish TV and radio advertising, community events, and a bilingual Web site. — A task force of professional Scouters from the Cub Scouting and Scoutreach divisions developed an English/Spanish Program Helps manual, Family Time poster, and other resources to support the kick-off event June 5. Testing The New Program in Denver

— Over 150 youth, predominately Latino, signed up to participate in Soccer and Scouting; parent volunteers also signed up as coaches/ assistant coaches. — Based on the successful results, Soccer and Scouting was rolled out in August.

Marcos Nava Associate Regional Director, Hispanic Emphasis