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Adapting to a Changing Membership

Luis J. Reyes Communications Coordinator

Objectives

Hispanic population trends in USAFuture trends for the Hispanic population in USAHow to determine your bilingual membership needsMVECs bilingual communications planSpeak their culture Spanish translation tipsEmerging bilingual marketing trends

The Hispanic Population

Between 2000 and 2010, the Hispanic population in the United States increased from 35 million to 50.5 million, an increase of 42 percent. 3

The Hispanic Population

Between 2000 and 2010, the Hispanic population in the United States increased from 35 million to 50.5 million, an increase of 42 percent. 4

The Hispanic Population In Rural Areas

In the 1980s, growth of the Hispanic population was concentrated in metro areas. Since 1990, however, the growth in the Hispanic population has been especially rapid in nonmetro communities, particularly in the Southeast and Midwest, many of which had not previously had large numbers of Spanish-speaking residents. 6

www.slate.com

But a more interesting question is: What is the most common language spoken in each state, apart from English or Spanish?

Here is the reconfigured (and much more diverse) map:

Non-English Language

Overall, three-quarters (77%) of non-Hispanics who speak Spanish at home are white, 14% are black, and 9% say they belong to some other racial group.

Many non-Hispanic Spanish speakers reside in a household where at least one other member is Hispanic. 9

Future Population Projections

The Hispanic Population

How to determine your membership bilingual needs? Membership Survey Bilingual Customer Service Representatives Local Bilingual Media Census Annual Meeting Bilingual Customer Service Representatives Frequent Ask Questions by Spanish speaking membersHow many Spanish speaking members they helped monthly

Local Bilingual Spanish Media Spanish Radio StationsTV Stations

Census by County http://quickfacts.census.gov/qfd/index.html

MVEC Membership Demographics

ACSI Score

928883868989Simple Random Sampling (SRS)American Customer Satisfaction Index (ACSI)

MVECs Bilingual Communications Plan

InternalBilingual Customer Service Representatives/Call CenterIVR SystemLobby Marketing Bilingual Communications Coordinator

Print Membership ApplicationNew Member Welcome PackageMarketing Collateral

Annual MeetingMeeting ProgramTranslation Service Invitation

External

MediaTV Commercials/RadioCommunication ProgramsMarketing Programs

Print Disconnect NoticesBill InsertsMarketing ProgramsTexas Co-op Power Magazine

Website MVEC Espaol

MVEC Espaol

MVEC Website

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MVEC Website

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MVEC English TV Spot

Universal successfully combined cultural relevance with language preferences, targeting and online video in its campaign for Despicable Me 2. The marketing team developed brand-new ads specifically for the Hispanic audienceparts were in Spanish, but the movie dialogue stayed in English.

This resulted in "an increase in important video views for our content"nearly 3 million views and counting.19

MVEC Spanish TV Spot

Speak Their Culture

Language isn't enoughTo really speak to this audience - to any audience - you need to be culturally relevant.

This audience is diverse and often bilingualThey speak English, perhaps Spanish at home, and they consume media in both

Too often, marketers think theyre reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual, an eye-opening insight for Jared Fix, U.S. vice president and general manager for Mixables at Beam Suntory. "I had always assumed that 'Hispanic marketing' meant Spanish, but a vast majority of our Hispanic target is what we call 'acculturated'they speak English, perhaps Spanish at home, and they consume media in both," he says.

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Speak Their Culture

TEC & MVEC

Speak Their Culture

Recipes

Recipes

Why are bilingual needs important for coops

Education, Training & InformationCooperatives provide education and training for theirmembers, elected representatives, managers and employees so they can contribute effectively to thedevelopment of their cooperatives.

Concern for CommunityWhile focusing on member needs, cooperatives work for the sustainable development of their communities.

Cooperation Among CooperativesCooperatives serve their members most effectively andstrengthen the cooperative movement by working together.

Coops are guided by seven principles

Spanish Translations Tips

Well done translations show your target audience that you care about them.

Avoid simple mistranslation errors:Dont use Google translator oreven WordReference.

Hire help a native or fluent Spanish speaker or a professional agency. Image House Media MVECs Communication Coordinator Dont forget expertise is not just about language, but also about culture. Did your coop mess up?Apologize and move on, but dont forget to fix your error.

Spanish Translations Gone Wrong

Bad Beer

Coors translated the slogan turn it loose in such way that it was understood as slang for suffer from diarrhea in Mexico.

Spanish Translations Gone Wrong

The Chevy Nova didn'tt sell in Latin America because in Spanish No va means It doesnt go

Spanish Translations Gone Wrong

Emerging Bilingual Marketing Trends

Half English/Half Spanish TV Commercials

To capitalize on Hispanic trends, leading companies are beginning to dabble in broadcasting Spanish-language commercials not just on Spanish-only networks, but also on major networks like NBC and ABC.

Cross Over Marketing Trends

Cross Over Marketing Trends

Cross Over Marketing

Universal successfully combined cultural relevance with language preferences, targeting and online video in its campaign for Despicable Me 2. The marketing team developed brand-new ads specifically for the Hispanic audienceparts were in Spanish, but the movie dialogue stayed in English.

This resulted in "an increase in important video views for our content"nearly 3 million views and counting.35

Summary

Hispanic population trends in USAFuture trends for the Hispanic population in USAHow to determine your bilingual membership needsMVECs bilingual communications planSpeak their culture Spanish translation tipsEmerging bilingual marketing trends

Too often, marketers think theyre reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual, an eye-opening insight for Jared Fix, U.S. vice president and general manager for Mixables at Beam Suntory. "I had always assumed that 'Hispanic marketing' meant Spanish, but a vast majority of our Hispanic target is what we call 'acculturated'they speak English, perhaps Spanish at home, and they consume media in both," he says.

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