Hispanic Advertising Best Practices
Miriam De Dios
Coopera,
CEO
August 2015
Preview
• The Components of a Successful Advertising Strategy
– Target Market
– Strategic Goals
– Objectives/Tactics
• Advertising Samples
– Traditional: Print, Collateral, Radio, TV, Billboards
– New: Web-based, Mobile, Social Media
– Non-Traditional: Business boards, cross-marketing flyers, t-shirts
• Resources
2
A SUCCESSFUL ADVERTISING
STRATEGY
3
The Coopera Approach
1. The right organizational mentality
– Philosophy
– Investment
2. Adapt to the market
–
–
–
–
4
Personnel
Products
Processes
Promotion/Marketing
Define your Hispanic Target Market(s)
Unbanked Hispanic Immigrant
Workforce
– Ages 25-54
Underbanked Bicultural
Hispanic Professionals –
Ages 25-35
Underbanked
Hispanic Millenials –
Ages 18-35
5
Resources: Coopera’s Hispanic Target Market Analysis & Hispanic Member Analysis
Define your Hispanic Growth
Strategic Goals
• Grow Hispanic membership by X percent.
• Increase checking account penetration for Hispanic
members to X percent.
• Increase auto lending penetration to X percent.
• Grow market share by X percent.
6
Resource: Coopera’s Strategic Planning Session.
Set Your Marketing Strategic Objectives
Examples:
• Brand awareness/name recognition
• Acquisition of new membership
• Cross-selling/upselling to current members
• Product promotional launch
7
Define your Tactics
• Traditional: Print, collateral, radio, TV, billboards
• New: Web-based, mobile, social media
• Non-Traditional: Business boards, cross-marketing
flyers, t-shirts
8
Ensure Cultural Relevancy
•
•
•
•
9
Cultural connection
Language
Images
Messages
Direct Mail
10
Print Ads
• Spanish message
• Cultural practice:
Quinceañera
• Product campaign
11
Print Ads
• Culturally relevant
images
• Family theme
• Product campaign
12
Print Ads –
Testimonials
13
Billboards
14
Billboards
15
Partnership
Flyer
16
Events Flyer
17
Campaign
18
Radio Script Example
Member Services
Elena, do you want to go shopping with me on our day off this week? I
can’t Veronica, I have so much to do today. As you know I am applying
for U.S. Citizenship and I have to get copies made of my documents,
find a notary, find someone to fax it in and hope they don’t charge me an
arm and a leg to get it all done. Plus, I have to get a money order for the
fees and mail it to my lawyer; this could take me all morning. Elena, why
don’t you come with me to my Credit Union and we can take care of all
of that in one place? As a member, they offer services like making
copies, sending faxes, and notaries at no cost. They can also print up
corporate checks, which work just like a money order and they have very
friendly bilingual staff that can help!
Ok, let’s go to the Credit Union first and then we will go shopping!
19
Radio Script Example
Mother’s Remittance Promo
Mother’s day is just around the corner and the Credit Union wants
to help make it one to remember. The entire month of May, first time
money transfer users can send money to Latin America at no cost.
Sent money to Michoacán, Jalisco and Colima. Our money
transfers are a safe, easy, and economical way of sending money
to your loved ones, like all of the mom’s in your life. So this
Mother’s Day, let the Credit Union help you send money to that
special woman in your life, your mother!
20
Web
21
Advertising Calendar Example
• Jan – Mar – Quinceañera Savings & Loan
• Feb– Mar – Bilingual Staff
• Apr– New Membership, Acceptance of Matricula & ITIN &
Mother’s Day Remittance Promo
• May – Mother’s Day Remittance Promo
• Jun – Father’s Day Remittance Promo
• Jul– Citizenship Loan & Bilingual Staff
• Sept– Credit Builder Loan & Bilingual Staff
• Oct– Credit Builder Loan & Holiday Loan
• Nov– Holiday Loan & Remittance Promo
• Dec– Holiday & Remittance Promo
22
Ensure Cultural Relevancy
•
•
•
•
23
Cultural connection
Language
Images
Messages
RESOURCES
24
Hispanic Growth Resources
• White Papers
http://www.cooperaconsulting.com/hispanic-expertise.cfm
• Hispanic Outreach Insights Monthly E-newsletter
http://www.cooperaconsulting.com/
• Hispanic Outreach Connection LinkedIn Group (CCHOC)
http://www.linkedin.com/groupInvitation?groupID=2148195&
sharedKey=5F7335401508
• Coopera Blog http://blog.cooperaconsulting.com/
• Coopera on Twitter Follow Coopera @_Coopera
25
Contact Coopera
1500 NW 118th Street
Des Moines, Iowa 50325
866.518.0214
cooperaconsulting.com
blog.cooperaconsulting.com
[email protected]
26
© 2015 Coopera. Original information contained within this presentation is copyrighted and
cannot be used without expressed written consent from Coopera.