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 - 2006. Nation Population % of origin in millions
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Marketing to the Hispanic Community
of originin millions
Mexico 28,248 64.2%
South America 6,380 14.5%
Puerto Rico 4,620 10.5%
Cuba 2,112 4.8%
Other 2,640 6.0%
Total 44,000 100%
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
Unlike earlier ethnic immigrants, the Hispanic population strongly identifies with its ethnic background and holds tightly to its language and customs.
Teenage media usage:
58.6% read magazines – both English and Spanish language.
Generally, youth are receptive to English-language media.
Parents’ key concerns are gangs, drugs, violence at school and dropouts
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.
Testing The NewProgram in Denver
—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.
— 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.
Associate Regional Director, Hispanic Emphasis