Archive → Abril, 2011
Telemundo to Launch 2011 El Poder De Saber Education Initiative with Expanded Presence on-Air, in the Community and on the Web
- From: hispanicad.com
Telemundo Communications Group, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, today announced the launch of its 2011 “El Poder de Saber” (The Power of Knowing) multiplatform campaign. The public service announcements for the new season will premiere on Monday, May 2 during “Al Rojo Vivo con Maria Celeste” at 5pm ET. Now in its eighth year, the company-wide effort focuses on promoting the educational advancement of young Latinos, with an emphasis on secondary education and preventing high school drop-outs among Hispanic youth.“El Poder de Saber is a powerful public service campaign that supports Telemundo’s mission to inform, empower, inspire and entertain U.S. Hispanics,” said Don Browne, President, Telemundo Communications Group. “Motivating young Latinos to stay in school and complete their education
is of vital importance to the success and future of our country. The U.S. Hispanic community continues to increase its presence and influence, and by encouraging and motivating students we will help shape the Latino leaders of the future.”
A key piece of the on-air component is the integration of the issue of education into the upcoming original novela production “Mi Corazon Insiste” (My Heart Insists). In addition, there will be dedicated, recurring segments on the network’s morning show “Levantate,” its early fringe show, “Al Rojo Vivo,” the nightly newscast “Noticiero Telemundo,” and the weekly public affairs program “Enfoque.” There will also be a series of public service announcements starring some of Telemundo’s most well-known celebrities, including Ana Maria Polo, host of the Emmy-nominated court show “Caso Cerrado,” Rashel Diaz and Omar Germenos of the morning show “Levantate,” the sports anchors Jessi Losada and Sammy Sadovnik of “Titulares y Mas,” the journalist Vanessa Hauc of Noticias Telemundo, and Jencarlos Canela and Sonya Smith, the stars of various Telemundo novelas.
The PSAs will be available on www.Telemundo.com/ElPoderDeSaber, in addition to a behind-the-scenes photo gallery and numerous tools and resources to support students as well as their parents.
mun2, Telemundo’s Latin youth cable network and the preeminent voice for bicultural Hispanics in the U.S., will support “El Poder de Saber” through their own original public service announcements, weekly in-show mentions and a news special highlighting the issues surrounding education.
This year’s launch of “El Poder de Saber” will coincide with the start of NBC News’ “Education Nation On-The-Road” tour consisting of a series of week-long local events in key markets featuring panels, officials, educators, parents and students.
MicroTech COO Recognized with Inaugural SmartCXO Award
MicroTech COO Steve Truitt named 2011 Government Contractor COO of the Year by SmartCEO Magazine
Chief Operating Officer Truitt Honored as “Innovative Leader” in Washington Area Government Contracting Field
MicroTech Chief Operating Officer (COO) Steve Truitt was recognized last night as “COO of the Year,” at the launch of the SmartCXO Awards, held at FedEx Field in Landover, Md. Hosted by the Washington Redskins Premium Club and SmartCEO Magazine, more-than-400-expected executives and guests saluted Washington area executive management all-stars who “demonstrated superior leadership, going above and beyond to support their company’s vision and initiatives.” Steve was named the Top Chief Operating Officer in the Technology and Government Contracting categories. He is profiled in the April 2011 issue of Washington SmartCEO.
Recently called the “hottest Hispanic business in the nation,” MicroTech (www.MicroTech.net) offers Technology Services, Systems Integration, Product Solutions, Unified Communications & Collaboration, and Innovation & Integration primarily in the public sector. Through technology innovation, MicroTech makes a difference in the lives of service members, veterans, the injured, the elderly, and other citizens that the government serves. A Prime Contractor on more-than-100 Federal projects and 25-plus contract vehicles, MicroTech offers access to 2500 vendors and over a million technology products across the government.
“I’m gratified to be selected by SmartCEO Magazine for this special honor,” said Truitt. “My success as COO of MicroTech has been based on a corporate culture of world-class quality management standards, a proven business process, and commitment to customer service.” No senior manager can adequately lead without the help of a solid team of high-quality professionals — like that who make up MicroTech. They are the secret to my success.”
SmartCEO is a regional publication focused on growing companies. Read by more than 50,000 business owners in the Baltimore, Philadelphia and Washington metro markets, each issue of SmartCEO focuses on helping corporate leaders face the daily challenge of running a business.
The publication describes the COO of the Year as “having unique leadership qualities and having created clear communication strategies. COOs will stop at nothing to create an environment that promotes innovation, new ideas and professional development.”
Truitt was noted for his philanthropic activities which include involvement with Wounded Warriors, American Cancer Society, Susan G. Komen for the Cure, ASPCA, and Doctors Without Borders. He has been the COO at MicroTech since 2008, and according to SmartCEO, “has been instrumental in building MicroTech into an award-winning and fast-growing technology systems integrator…”
About MicroTech
MicroTech is a certified and verified Service-Disabled Veteran-Owned Small Business (SDVOSB) and a certified 8(a) Small Business, and delivers robust process-driven performance for mission success. MicroTech applies its regimented process, enterprise IT experience, and state-of-the-art engineering solutions to integrate different technologies and create proven results that can respond to your strategic needs. MicroTech is a Microsoft Gold Certified Partner, Cisco Channel Program Partner Member, HP Elite Partner, Symantec Managed Services Partner, Tandberg Platinum Partner, Oracle Silver Partner, Autonomy Added Value Reseller, VMware Enterprise Partner, EMC Velocity Partner, Citrix Silver Solution Advisor, Adobe Solutions Partner, Dell Certified Partner, and IBM Business Partner. MicroTech is the Hispanic Business Magazine No. 1 Fastest-Growing Hispanic-Owned Business (2009 & 2010); CRN Magazine No. 1 Fastest Growing Solutions Provider in the U.S., and the National “Public Sector Integrator of the Year,” and on the Deloitte 2010 Tech Fast 500, the No. 1 Fastest Growing Private Company in the Washington DC Metro area. ISO 20000 and ISO 9001:2008 certified, CMMI Maturity Level 3 rated, and ITIL management qualified, MicroTech is headquartered just outside the Nation’s Capital in Vienna, Virginia, with key offices in Richmond, Virginia; Greensboro, North Carolina; Huntsville, Alabama; and Oklahoma City, Oklahoma. To learn more, visit www.MicroTech.net. Follow MicroTechBUZZ on Twitter.
DIRECTV Más features Lucero in new ad campaign
DIRECTV Más is launching a new ad campaign featuring Lucero, the popular Latina musician and actress. The campaign, Vamos Por Más, features Lucero in a series of television, print and web ads that will be presented throughout the year.
The Vamos Por Más campaign highlights the superior programming and entertainment experience that sets DIRECTV Más apart from the competition. The campaign showcases some of the benefits that DIRECTV Más offers Hispanics in the U.S., such as news and shows directly from our customers’ home countries and the very best in technology.
“DIRECTV is thrilled to partner with Lucero on this new ad campaign,” said Jon Gieselman, senior vice president of Advertising and Public Relations for DIRECTV. “Lucero is an icon in the Hispanic community, and we felt her personality was the perfect fit for our brand and for this campaign.”
“I’m proud to be a part of the Vamos Por Más campaign, which talks about what it takes to succeed and that in order to get ahead, you always have to give your best,” said Lucero. “That’s why I love the message of this new campaign. We, as Hispanics, are fighters and always think of ways to give more than expected. That’s what DIRECTV Más offers as the best in its category. It clearly shows the commitment DIRECTV has with the U.S. Hispanic community.”
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=31897
Girl Scouts Salutes Hispanic Market
Count the Girl Scouts of the USA among the national organizations and advertisers who value the Hispanic population as having major growth potential.
The marketing-savvy Girl Scouts recently started a national media campaign that focuses on Hispanic and multicultural recruitment, for a very simple reason: Hispanic communities have one of the only girl populations in the Unites States that is growing.
Reaching that market is crucial to the nearly 100-year old organization, which currently counts one in 10 American girls as members.
In fact, this isn’t the first time the Girl Scouts has made a concerted effort to engage the Hispanic community. When the organization launched a major rebranding initiative last year, it also developed Spanish-language advertising to target the Hispanic market.
Girl Scouts of the USA secured more than $10 million in donated exposure in Spanish-language media ranging from Telemundo to People en Espanol. Laurel Richie, CMO at Girl Scouts of the USA, said at the time that repositioning Girl Scouts was important to make it “relevant to girls and the lives they lead today. To some degree, our brand had faded and our research revealed that while many girls and parents knew about us, they had a very limited view of us.”
Obviously, Hispanic girls were an integral part of the rebranding strategy.
As early as 2004, the Girl Scouts recognized the importance of this target audience; at that time, the organization released Conexiones: Girl Scouts and the Hispanic Community Collaborating for Success, a comprehensive resource it for Girl Scout councils to be used in local communitites.
Local Girl Scouts organizations are following suit by leveraging the new national media campaign. Girl Scouts of Northeast Texas, for example, which covers 32 counties in the state and serves 40,000 girls, is launching a new bilingual website and recreating print materials on a local level with the help of language services provider TransPerfect.
The council plans to extend its Hispanic initiative by developing relevant communication for Hispanic parents and girls across all channels of the Web, as well as in print. Hispanic Welcome Initiative tools will be developed for welcome kits, volunteer brochures and flyers.
Gwyneth Lloyd, chief program officer, Hispanic Welcome Initiative, for the Girl Scouts of Northeast Texas, says the reason for the strategy is simple: it reflects the council’s service area. “In Northeast Texas, we create the infrastructure to support our Hispanic families and begin to build a membership base that reflects the demographics of the communities we serve.”
http://www.brandchannel.com/home/post/2011/04/13/Girl-Scouts-Salutes-Hispanic-Market.aspx
Azteca America launches Deporte Caliente.
Azteca America launches Deporte Caliente, featuring a re-cap of the day’s sports news, highlights and entertaining segments starting Monday, April 18 at 11 pm / 10 C and hosted by well-known Mexican soccer icon Luis García and sports commentator Antonio Rosique.
On Deporte Caliente you will find the best analysis of the day’s sports news and events given by the experienced Luis García y Antonio Rosique. They will present news reports, exclusive interviews, the latest on the Mexican national soccer team and each of its matches, every stage of the Mexican soccer championship, as well as spotlight Major League Soccer (MLS), look at up-and-coming boxing stars, and show the best in basketball and other sports.
“At Azteca America we continue to work hard to bring the Hispanic community high-quality and relevant programming, offering the information that matters to them most in way that is entertaining, fun and enjoyable, like Deporte Caliente. And what better way to do that than with experienced professionals like Luis García and Antonio Rosique anchoring? We are sure our audience will love it,” stated Vice President of Programming, Production, and Marketing and General Director of Azteca 13 and Azteca Novelas in Mexico, Alberto Santini Lara.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=31819
As region’s Hispanic population booms, so have the business opportunities
Los Portales Supermercado on South Kerr Avenue, one of many Hispanic businesses in the area.
It’s a lot harder to find a Hispanic face in the Wilmington area than in Durham, where Beatriz Gonzalez used to live.
But that’s starting to change, she said, as many Hispanics have begun to call New Hanover County and the surrounding region their home.The county’s Hispanic population has grown 227 percent since 2000, to 10,716 people, according to 2010 Census numbers. Brunswick and Pender counties’ numbers have also increased dramatically.
The new numbers confirm what was evident to many: Hispanic families are beginning to put down roots in Southeastern North Carolina.
Gonzalez, 23, said she didn’t feel comfortable living in Wilmington when her family moved here in 2004.
“It was hard to even find a Hispanic business,” she said. “It felt like there weren’t any Hispanics in the area, and I said to myself, ‘I have to leave.’”
But slowly, she said, things have changed.
Instead of being drawn to the region largely by migrant farm work, many Hispanics have settled here for the same reasons as other newcomers.
Gonzalez’s friends from Durham discovered the calm atmosphere and beauty of the Port City and moved here. More businesses started to pop up in the area, and more Hispanics began to be attracted to Wilmington, she said.
And although there are still fewer Hispanics in Wilmington than in Durham, she said she has grown to love the area.
“This area is a good place to raise my kids,” she said.
Executive sees promise in Hispanic market
Frank Ros
And that is a target market for the soft drink giant, Ros told a group of industry leaders, Berry College faculty and students during the college’s spring Executive Round Table held on Tuesday night in the Ford Dining Hall.
Ros has served on several national state and community boards and was chairman of the Georgia Commission on Hispanic Affairs after his appointment by former Gov. Roy Barnes.
“If we are going to continue to grow, we have to capture the ‘stomach share’ of the Hispanic consumers,” Ros told the group of about 100 people.
Coca-Cola is also looking at products outside of the country to reach the market.
For example, Mexican Coca-Cola does very well in Mexico, where it is sweetened with sugar cane. The company has begun importing that product into the states.
Ros also answered questions from the students about succeeding in their future careers. He pointed out in a slide presentation, that the top 10 jobs in demand in 2010 did not even exist in 2004.
He advised the students that a sales job may be the best position they could take after graduation.
“You have to learn to accept adversity,” Ros said. “If you have determination, you can overcome those things that are not fun. Determination and hard work will neutralize any type of deficiency you have.”
Ros shared stories from early in his career, which he said did not go as he had planned.
He advised the students to take several important steps in the future.
“Stay focused on what you are doing,” Ros said. “And keep your eyes open for opportunities or things you would like to do. Always network. It can always open doors for you.”
Before the dinner, students networked with industry leaders.
The dinner is a tradition for the college, allowing students to learn networking and etiquette skills through the interaction with industry leaders and staff, said Nancy Mercer, assistant dean and director of M.B.A Marketing and Admissions of the Campbell School of Business.
Majority of Marketers & Agencies plan to increase Digital Video Advertising Spend
“An Inside Look at Demand-Side Perceptions of Digital Video Advertising,” a comprehensive survey examining the views of marketers and agencies, reaffirms that the shift in ad dollar allotment has solidified. The study, released by the Interactive Advertising Bureau (IAB) and conducted by Advertiser Perceptions, shows that 69% of marketers and 55% of agencies plan to increase their Digital Video Advertising (DVA), with a 22% growth predicted in the next 12 months. Those surveyed project they will spend 17% of their total online display advertising budget on DVA in the next 12 months. The results of the study were announced at the IAB Digital Video Marketplace where almost 400 industry executives gathered to address the most pressing issues across the digital video platform.
Some of the other key findings of the study include:
* Advertisers are finding that their audiences respond better to DVA, with consumers showing a higher engagement rate with online video.
* DVA is more trackable and targetable and DVA production is less expensive, making it more cost efficient.
* Marketers will migrate TV ad dollars to digital video based on the belief it will deliver better ROI; agencies and television decision makers will shift ad dollars in an attempt to follow their target audiences.
* Among the different available DVA formats (pre-roll, in-banner, expandable banner, mobile video, rich media overlay and post-roll), agencies primarily use pre-roll while marketers are not committed to any specific format. Most respondents believe the appropriate length is 15 seconds.
* The preferred pricing model is CPM.
* A majority of marketers and a majority of agencies believe they should each be responsible for deciding whether to use DVA and how much budget to allocate to it.
There are still several opportunities for increasing the growth of DVA including:
* Improved ROI measurement
* Better standardized metrics
* Demonstrated audience shift to digital
“The study substantiates the buy-side appeal of digital video advertising – the power of sight, sound and motion paired with interactivity,” said Sherrill Mane, SVP Industry Services, IAB. “This bodes exceptionally well for the future revenue growth.”
“There was strong consensus that demand for digital video advertising was strengthening,” according to Randy Cohen, President of Advertiser Perceptions. “It was described best by a senior agency buyer who stated that ‘Digital video is becoming an ever-more common way that our target is consuming what was traditionally broadcast content – and our target is spending more time online, and video is another way to reach and engage the target.’”
All interviews for this study were completed online between November 17- December 6, 2010 in a blind survey. The sample was digital and/or television media decision makers with the intent to spend $1 million or more in the next 12 months. There were 500 respondents total, 148 marketers and 352 agencies, with 44% percent holding higher level titles. Sixty-two percent of respondents were involved in television decision making and 85% were involved in digital decision making.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=31768
Telemundo and L’Oreal USA partner to launch Club De Noveleras
From: www.strappingline.com
Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, has announced the national launch of Club de Noveleras, the network’s official telenovela fan club, in partnership with L’Oreal USA. This initiative is the first-ever for both companies of its scope and scale. Beginning today, fans can access Club de Noveleras information at www.clubdenoveleras.com.
In addition to its new online home, the program extends to where Club de Noveleras first began — in Telemundo’s local market communities. There will be 10 in-market large scale Club de Noveleras talent tours in 2011, featuring two events per market in Chicago, Los Angeles, Miami, New York and Houston. The first event took place yesterday in Houston on Sunday, March 27, featuring cast members from “Aurora,” the network’s 8 p.m. EDT telenovela. Fans will be able to get up close and personal with their favorite Telemundo novela stars in events designed especially for Club de Noveleras members and novela fans in general. While there, members can also get hair and make-up touch ups with the latest Maybelline and Garnier products and go home with the latest in sample products.
“This integrated program transforms viewership into relationship while connecting L’Oreal USA’s brands like L’Oreal Paris, Maybelline and Garnier, to their target consumers in an experiential and unique way,” said Jacqueline Hern�ndez, Chief Operating Officer, Telemundo. “Consumers will be able to join an online community where they can interact with each other and with their favorite telenovela stars, while also finding rich beauty content including a brand new dedicated beauty blog.”
“This is the first time that several L’Oreal USA brands and divisions have come together to celebrate the beauty of the Hispanic community,” stated Marc Speichert, Chief Marketing Officer, L’Or�al USA . “L’Oreal USA has a profile of beauty products that fit the need of every US Hispanic consumer. Through this partnership with Telemundo, we will create the first Hispanic community that allows users to engage with their favorite Telenovela stars, connect with others about beauty while earning rewards and free gifts for participating in this ultimate Hispanic beauty destination.”
Passionate and dedicated telenovela fans have the opportunity to become a member of the Club de Noveleras’ loyalty program, a first for Telemundo. Registration is free, and membership provides subscribers with opportunities to earn points and later redeem them to win prizes, Telemundo brand premiums and various products from across L’Oreal USA’s beauty portfolio. Telenovela fans will be able to interact with other fans on social media sites such as Facebook and Twitter, see exclusive telenovela content available only to Club de Noveleras members and learn beauty tips and all about the latest trends in makeup and hair care from prominent beauty blogger Johanna Torres.
Telemundo’s recently launched social media unit, Social@Telemundo, will also play an integral role in the program. A dedicated beauty blogger, Johanna Torres, former Editor-in-Chief of Siempre Mujer, will engage the community, providing beauty tips and hosting polls about a range of beauty topics. In addition, the program will be cross-promoted across all NBCU platforms.
The site will also serve as an insights vehicle with a daily panel that will provide L’Oreal USA with key information on what Club de Noveleras members are looking for in their beauty regimes.
http://www.colloquy.com/breaking_view.asp?xd=8034