1. An Integrated Approach to Hispanic Marketing Randall Anderson, Chief Operating Officer Listen Up Español

2. Presentation Overview I. New American Reality II. Hispanic Insights for Engagement III. Faith Based Giving Among U.S. Hispanics IV. Case Studies V. Best Practices VI. Engaging the U.S. Hispanic

3. The New American Reality

4. Influence of Hispanic Market

5. Who is the U.S. Hispanic?

6. U.S. Hispanic Youth Source: http://northwestern.news21.com/hispanic-youth-age-language-and-identity-characteristics/

7. U.S. Hispanic Wealth United States Household Income 36% HispanicsNon-Hispanics $100K $75-100K $35K-75K Under 35K 7% 34% 52% 2000 2011 11% 10% 43% 2011 19% 12% 35% 34% Source: Nielsen PrimeLocation/Pop-Facts: 2011 Estimates

8. Median Hispanic Household Income by DMA Population (000)Households (000)Median Household Income Los Angeles4,798.11,883.9$45,457 New York City2,983.51,390.6$39,584 Miami-Ft. Lauderdale1,348.1689.7$42,083 Houston1,320.1599.1$40,159 Chicago1,182.9507.5$45,799 San Francisco- Oakland-San Jose 1,029.5426.0$51,738 Dallas-Ft. Worth1,091.3483.5$38,926 San Antonio808.8369.2$36,864 Phoenix781.6368.6$37,712 San Diego606.7252.3$44,347 Sources: Kristalytics, 2013

9. Growth in U.S. Buying Power

10. HISPANIC INSIGHTS FOR ENGAGEMENT

11. The U.S. Hispanic Influential Voice Source: Orci 2010 Marketing Trends Survey

12. Points of Diversification Hispanic Community Situational Factors Personal Preferences American Culture and Values Language Preference in Different Situations Generation Order and Family Traditions Cultural Traditions from Country of Origin

13. U.S. Hispanic Community Engagement Hispanic Community Engagement Volunteering: 66% of U.S. Hispanics surveyed volunteer at least 1x per year Where U.S. Hispanics Volunteer/Give-back Faith-based organizations-29% Community based organizations-27% Educational institutions-26% ‣ Source: slideshare.net/hispanic-philanthropy

14. U.S. Hispanic Passion Points To truly create a connection with the U.S. Hispanic community, an organization must identify and leverage a passion that drives the community

15. FAITH BASED GIVING AMONG U.S. HISPANICS

16. U.S. Hispanic Catholic Trends “The U.S. is not becoming less Catholic because the Roman Catholic Church is becoming more Hispanic.” -Luis Lugo, director of the Pew Forum on Religion and Public Life

17. Just The Facts 68 percent of Hispanics in the U.S. consider themselves Roman Catholics, approximately 39 percent of U.S. Catholics. 64 percent of Hispanics who identify as Catholic attend church services regularly. 54 percent of U.S. Millennial Catholics are Hispanic (born in 1982 or later) 28 active bishops are Hispanic. 15 percent of the priests ordained in 2012 are Hispanic. There are about 3,000 priests of Hispanic descent.

18. Long-Term Religious Affiliation

19. Religiosity Among U.S. Hispanics

20. Comparison of Beliefs, Hispanics vs. Non-Hispanics

21. Understanding Key Dates Dia de los Reyes: Three Kings’ Day – January 6 th Miércoles de Ceniza: Ash Wednesday – March 5 th Las Posadas: Nine Day Novena- December 16-24

22. Connecting With A Passion Point

23. Catholic Relief Services: ‘Plato de Arroz’

24. Catholic Relief Services: Las Posadas

25. CASE STUDIES

26. Case Study: Children’s Miracle Network

27. Case Study: Children International

28. BEST PRACTICES

29. Use Appropriate Messaging Outreach and messaging should be an appropriate mix of culture with a modern twist: If reaching 2 nd generations—latch on to concept of “heritage” not necessarily a “traditional way of life” and many not married to other Latinos Latinos are the fastest growing U.S. ethnic group on Facebook

30. Don’t Just Translate, Enculturate Miami, 1987 “I saw the Potato”

31. ENGAGING THE PHILANTHROPIC HISPANIC MARKET

32. Engagement Strategies Connect with the U.S. Hispanic community and culture.

33. Engagement Strategies Ask for donations- the best form of engagement

34. Engagement Strategies Make your organizational brand multicultural friendly.

35. Engagement Strategies Build relationships.

36. Engagement Strategies Be a resource.

37. Engagement Strategies Understand your community.

38. Engagement Strategies Be committed.

39. Chris Ragusa President and CEO, Estee Marketing Group, Inc. Joel Sanchez Bilingual Program Manager, Association of The Miraculous Medal Guest Speakers

40. Randall Anderson Chief Operating Officer Listen Up Español 207-774-1425, Ext. 123 C: 207-462-7107 randall@listenupespanol.com Twitter: @AndersonRandall www.ListenUpEspanol.com Thank You