Hispanic Recruitment

Gulf Coast Consortium of

Community College Public

Information Professionals

Pamela Cox-Otto, Ph.D.

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

Definitions

• 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”

Self Identification

US Hispanic Population 1960 -

2000

• 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

Hispanic Pop. Growth

• 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

Location

Largest Increases

• 1980 - 7 MA’s with 100,000 or More– Population 1,906,786

• 1990 - 10 MA’s with 100,000 or more– Population 3,265,200

• 2000- 10 MA’s– Population 6,680,000– 20% of the Population of Texas– 700,000 Undocumented

Texas (MA’s)29% of the U.S. Hispanic Population

• Purchasing Power– 1990 - $208 Billion– 2000 - $383 Billion

• Purchasing Gains are outstripping Population Gains

• Fastest Growing Market Segment• Loyal - Prefer Quality “Names”

Market Growth

• 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

Income

• 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

The Future

Education

543,000 in 2-Year884,000 in 4-Year

Mexican Only

HS/No College 51%/ 70%

Some College 18.7

BA 8.3%

Graduate Degree 2.6%2000 Data

Subgroups

Mexican

Puerto Rican/ Cuban

South and Central American

VALUES

• 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

Mexican Community

• 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

Mexican Community (2)

• Non-Culturation

• Acculturation

• Re-Culturation

Culture

ECOSYSTEM

Value Institution Focus Relationships

FAMILYInter-

dependence

LOWReliance

INCLUSIVE of Kin

COOPERATE

INDIVDUALHIGH

RelianceEXCLUSIVE

of KinCOMPETE

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

Stereotypes

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

Generations

• 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

LOS NINOS

• 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

GENERATION N

• Age: 20 - 39• Size: 11.2 Million• 31% of Hispanic Population (50%<25)• 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

LATINOS/LATINAS

• 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

LATIN BOOMERS

• 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

LOS GRANDES

Hispanic Hierarchyof Needs

Improve, convenient, quality Surface Attributes

Functional Benefit

Personal Insight

Aspirations

Emotional High ground

Something that makes home and family better

Foundation of Decisions isFamily

Making it better infuture for Family

PersonalFulfillment as

function of Family Fulfillment

• 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

Engaging the Community LANGUAGE

• Focus on Relationship Marketing• Use existing Communication Channels

and Events• Market Neighborhood by

Neighborhood• Cross-Generational Entertainment,

Sports & Recreation

Engaging the Community Involvement

• Internet - <15K-4% <35K-8% <75K 27%• Fastest Growing 17% of Houston Users • Opportunities (education, scholarships) are

sticky• Bilingual “Spanglish” • 62% of teens what Spanish Language TV

WITH Mom and Dad

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

Engaging the Community MEDIA

• Family Values• Loyalty• Respect• Support

Engaging the Community CULTURAL

ATUNEMENT

Thinking Hispanic

Formulating an Approach

Case Studies

Big Mistakes

MARKETING

• 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

Think Hispanic

• Strategy: Start with Research– Current Hispanic Population (General)– Current Students– Hispanic Businesses– Hispanic Community Organizations and

Structure– Market Penetration/– Take age & acculturation into account

Formulating An Approach

Formulating (2)• Media

– Age– Language– Radio - Television - Print - Direct Mail– Relationship neighborhood marketing

• Integration– Integrated Campaign– Integrate into existing community

campaigns

• Follow-Though - Don’t Stop and Start

• 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

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

Case Studies

• 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

Case Study

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

BIG MISTAKES

Closing Thoughts

2 Year colleges have something unique to offer

Long overdue

Learn Now... while it is simpler