reach: understand the latino audience
TRANSCRIPT
Marketing & Outreach to the Latino Community
By Lucy Gudiel-Hernandez
Latino Population Over 55 Million (17.4% of the
National Population) Growth Sonoma County Business & Marketing Plan
Marketing Strategies Spending power Multi-Cultural Techniques Development of Sub-markets Tailoring Content & Language
Marketing Strategies by CAP Sonoma
Value of Trust &
Relationships
Cultural Issues
Traditionalists Demographics Spanish as primary language Mediums of communication Advertisement
Marketing to Second-Gens +
Demographics Bi-cultural approach Branding & Visibility Non-Profits Role Schools Role
Sensitivity Marketing Avoid Stereotypes Language utilized is
key! Focus on:
ValuesWantsNeeds
GRACIAS!Muchas Gracias!
Lucy Gudiel-HernandezDirector of Operations & Development
CAP Sonoma707-544-6911
www.capsonoma.org