Archive → Julio, 2011
Comcast expands delivery of Hispanic networks
Comcast Corporation says it is expanding the carriage of eight Hispanic networks by approximately 14 million total subscribers. That’s beating the commitment it made to the FCC.
The company noted that among the public commitments made as part of Comcast’s acquisition of NBCUniversal was an agreement to increase the distribution of at least three networks that are American Latino-owned or -controlled or target the Latino community by at least 10 million digital basic subscribers within six months after the deal closed on January 28. Comcast says it will surpass that goal by 40% by adding approximately 14 million subscribers to eight Hispanic networks.
“We are pleased to be bringing more Hispanic programming to millions of consumers across the US,” said David Jensen, Vice President of Content Acquisition for Comcast Cable. “Comcast strives to deliver programming that brings the world to our customers, and I’m proud that we were able to go far beyond our commitment by delivering this great new programming.”
The eight Hispanic or Spanish-language networks that have expanded carriage on Comcast systems are Azteca America, Galavision, HITN, LATV, mun2, Telefutura, Telemundo and Univision. Telemundo, it should be noted, is owned by Comcast’s NBCUniversal.
The increased carriage for these networks will be achieved primarily by adding the channels to new cable systems and markets. For example, the MSO said, the Hispanic Information & Telecommunications Network (HITN) will be added to the Comcast cable line-ups in Boston, Atlanta, Nashville, Seattle, Portland, Denver, Miami, Western New England, Michigan and Indiana. Azteca America will launch in New York and Philadelphia. Comcast, which serves more than 23 million subscribers across the United States, said it provides more than 60 Hispanic or Spanish-language networks on most of its major cable systems.
“This partnership with Comcast is a step in our expansion strategy to meet the demand of the increasing Latino community,” said Jose Luis Rodriguez, President and CEO of HITN. “Our programming will now reach millions of new households, providing our viewers the tools they need to navigate life in the US.”
http://nglc.biz/2011/07/28/comcast-expands-delivery-of-hispanic-networks
Mayo Clinic en Español Launched to Better Engage Hispanic Community
Mayo Clinic has announced the creation of its Facebook page Mayo Clinic en español and the successful growth of @ClinicaMayo on Twitter. Both sites offer the opportunity for deeper engagement by patients and medical professionals within the Hispanic social media community, which will broadly expand the information and support available in Spanish on health issues.
For several years, Mayo Clinic has been a social media leader among health organizations, with the most popular YouTube channel by a medical provider, more than 200,000 Twitter “followers,” and an active Facebook page with more than 54,000 connections.
Now, with the creation of the page Mayo Clinic en español on Facebook and @ClinicaMayo on Twitter, which already has more than 1,000 followers, Mayo Clinic is one of the first leading U.S. medical centers to establish a robust Spanish-language presence in social media.
VIDEO ALERT: Additional audio and video resources, including an interview in Spanish with Dr. Victor Montori, are available on Mayo Clinic’s YouTube channel.
Advertising Industry Honors Excellence in Multicultural Marketing
Fifteen champions of inclusion will be honored by the AAF at the 2011 Diversity Achievement and Mosaic Awards Luncheon & Forum, which will take place on October 6, 2011 in the Roosevelt Hotel New York, during Advertising Week.
| Diversity Achievement 2011 |
Mosaic Awards 2011 |
Corporate Leader Procter & Gamble Company |
Multiethnic Advertising Campaign Agency: UniWorld Group, Inc. Campaign: Where I’m From |
| Industry Influential John B. Osborn President and CEO BBDO New York |
Multiethnic Media Usage Agency: interTrend Communications Client: State Farm Campaign: I’m Connected |
| Industry Career Achiever Mary Baglivo CEO New York and CEO/Chair of the Americas Saatchi & Saatchi |
Multiethnic Interactive Media
Agency: IW Group, Inc. Client: MetLife, Inc. Campaign: Chinese Dragon |
| Role Model Michele Thornton Senior Director, Emerging Partnerships Turner Broadcasting–CNN |
Multiethnic Student Programs Organization: The One Club Program: One Club Creative Boot Camp |
| Trendsetter Josie Thomas SVP and Chief Diversity Officer CBS |
Multiethnic Supplier Partners Corporation: InterPublic Group |
| Educator Felicia Geiger VP and Director of Diversity and Inclusion Deutsch Inc. |
Multiethnic Talent in Adverting Agency: McCann WorldGroup Client: Weight Watchers Campaign: It’s a New Day |
| Pioneers of Diversity The Torch BET Allstate |
Workforce Diversity Agency: Leo Burnett Campaign: Agency Identity and Inclusion Program |
This year’s milestone event marks the 15th anniversary of District Two’s Diversity Achievement Awards, and the 10th anniversary of the AAF Mosaic Awards. The program has been presented jointly by AAF and District Two since 2004.
The Diversity Achievement and Mosaic Awards Luncheon & Forum is part of AAF’s programming designed to celebrate diversity and provide opportunities for advancement in the advertising industry. Each year hundreds of advertising industry thought leaders convene for this program to interact with their peers and demonstrate their company’s commitment to inclusion and diversity.
For more information, please visit aaf.org/mosaicawards or contact Bruce Ford at bford@aaf.org.
ESPN Deportes Radio re-launches in Miami
ESPN, Inc. announced that ESPN Deportes Radio will re-launch their Miami affiliate station on August 1, 2011 on WNMA 1210 AM under the operation of Deportes Media LLC. The new station will have a stronger signal with more than 47,000 watts, outreaching its previous station in the area, WOCN 1450 AM.
“The ESPN Deportes Radio team is thrilled to expand our coverage in Florida and reach thousands more Spanish-speaking sports fans,” said Oscar Ramos, senior director and general manager of ESPN Deportes Radio. “The re-launch in Miami presents great opportunities for our brand and will allow us to better serve this growing audience of passionate Latino sports fans. The addition of WNMA 1210 AM to our portfolio of stations solidifies our commitment to expand our national presence.”
“The WNMA 1210 AM team will work hard to give sports enthusiasts up-to-the-minute news and dynamic content with a local twist,” said Mara Rankin, vice president and general manager of ESPN Deportes Radio Miami. “We are excited to bring the best in sports commentary and programming to the underserved Latino fans in West Palm Beach, Broward and Miami counties.”
“To date, we have had a great deal of success in growing the ESPN Deportes radio franchise in Miami on WOCN-AM” said David Jacobs, CEO of Deportes Media LLC. “By moving our programming to WNMA-AM 1210, ESPN Deportes Radio will have the ability to reach many more Hispanic listeners in more communities in South Florida and to better serve our advertising and play-by-play partners throughout the market”.
http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=32492
Banco Popular Renaming Branches ‘Popular Community Bank’ to Attract More Non-Hispanic Customers
In an attempt to lure in more non-Hispanic customers, Banco Popular is changing the name of some of its Southern California branches.
Started in Puerto Rico in 1983, Banco Popular has 24 branches in Los Angeles, Orange, and San Diego counties, and in the region, Banco Popular will soon go by the name Popular Community Bank.
The company has already done the rebranding in Illinois, said Manuel Chinea, senior vice president of US retail banking operations.
Chinea said the first time Banco Popular realized its Hispanic name was a problem was when it acquired Whittier-based Quaker City Bank in 2004.
“In 2005 we rebranded Quaker City Bank to Banco Popular and we noticed a higher attrition among non-Hispanic customers. The feedback we got was ‘I think you are going after the Hispanic market; I’m not Hispanic so this isn’t for me.’”
Popular Inc. has structured its U.S. banking presence as four community-based divisions in Southern California, Illinois, New York and Florida. Last August, the company decided to try the rebranding in Illinois, its smallest division. It learned that as Popular Community Bank, Hispanic customers were not lost, and it did help to bring in non-Spanish speaking people, and that on average, the accounts were 10 percent larger from new Hispanic customers and 25 percent larger from new non-Hispanic customers.
“The growth has been slow; it takes a while to get people to know the new name,” he said. “But we’re happy because it’s trending as we though it would with more accounts and higher balances. That gave us confidence to tackle our bigger markets like California,” Chinea told The Orange County Register.
Ronald McDonald House Charities Awards $400,000 in College Scholarships to Hispanic Students
Following a tradition that has provided $1.5 million for Hispanics’ college education since 2008, Ronald McDonald House Charities (RMHC) revealed the names of four Hispanic high school seniors who will each receive an RMHC/HACER National Scholarship of $100,000 to help finance their dream of a higher education. The students were selected for their academic achievement, commitment to community service projects and financial need.
This year’s scholarships were awarded to Loren Ramirez, from Johns Creek, Ga., attending Washington University in St. Louis; Jose Limon, from Los Angeles, attending Yale University; Sophia Ottleben, from Mesa, Ariz., attending Johns Hopkins University; and Francisco Pena, from McAllen, Texas, attending the Massachusetts Institute of Technology.
“When selecting scholarship recipients, RMHC and the scholarship review committee look for outstanding Latino students with a strong commitment to give back to their local communities during and beyond their college years. We are especially proud that this year’s group has made such a strong impact in their communities through various service projects including fundraising, mentoring and tutoring endeavors at elementary, middle, and high schools in low-income communities,” said Martin J. Coyne, president and CEO of RMHC. “Since 1985, the RMHC/HACER Scholarship Program has awarded more than $21 million to Hispanic students. This program is one way in which RMHC provides stability and resources to families so that their children can reach their full potential.”
Scholarship recipient Loren Ramirez was recently surprised with the news of her selection as a 2011 RMHC/HACER National Scholarship recipient during a live broadcast of the popular variety program Sabado Gigante on the Spanish-language network Univision.Sabado Gigante, a program recorded in front of a live studio audience, featuring live entertainment, human interest stories and contests, is Univision’s longest-running program and the longest-running television variety program in the world. Loren was invited to the program, along with her twin sister and mother, under the impression that she was participating in a segment about twins, only to be surprised on-camera with the news that she had been awarded a $100,000 RMHC/HACER National Scholarship.
The RMHC/HACER Scholarship Program was founded in 1985 by McDonald’s® owner/operator Richard Castro of El Paso, Texas, with the support of RMHC, McDonald’s Corporation, and local Hispanic McDonald’s owner/operators throughout the country. Castro, a former educator, established the program after noticing increasing school drop-out rates among Hispanic students due to financial difficulties. The RMHC/HACER Scholarship Program provides awards ranging from $1,000 to $100,000 per student and is one of the country’s largest college scholarship programs for graduating Hispanic high school students. Applications for the 2012 scholarship program will be available from November 2011 through January 2012. For more information on the scholarships and other education resources, please visit www.rmhc.org and www.MeEncanta.com.
7Up’s EcoGreen Bottle an Industry First
PepsiCo Beverages Canada is getting ready to roll out the 7UP EcoGreen bottle, not only Canada’s but North America’s first soft drink bottle made from 100% recycled PET plastic.
The 7UP EcoGreen bottle, hitting the market in August, will reduce the amount of virgin plastic by 6 million pounds annually, which amounts to 30% fewer greenhouse gas emissions and 55% less energy use, based on current 7Up production levels.
Creating such a bottle for soft drinks is more difficult than creating a bottle for non-carbonated beverages due to added materials-stress from carbonation pressure.
The bottle will be manufactured in PepsiCo plants across Canada equipped with upgraded resin handling and inspection systems the company spent $1 million to bring up to these standards.
“Consumers want products and packaging that reflects their desire to protect the environment, and PepsiCo is committed to delivering on that with this kind of world-class innovation,” said Richard Glover, President, PepsiCo Beverages Canada, in a statement.
“After three years of research and development, we have cracked the code to commercially develop a soft drink bottle made from 100% recycled PET plastic.”
Once more, PepsiCo shows brand commitment to its marketing message, Performance with Purpose, by creating more sustainable packaging and adherence to the three R’s: Reduce, Reuse and Renew.
http://www.brandchannel.com/home/post/2011/07/21/7Up-EcoGreen-Bottle.aspx
A Blueprint for Branding a Business at Every Stage
Has your branding strategy changed since your business was in its initial start-up phase? More importantly, should it?
A recent study published in the Journal of Brand Management concludes that the life of your brand goes through stages. Study authors Mari Juntunen, Saila Saraniemi, Milla Haittu and Jaana Tähtinen of the University of Oulu, Finland looked at small- and medium-sized businesses and research in the field of corporate branding and concluded that that not only should your branding evolve, it must match your current stage of growth.
Here’s how they define each stage, and what each one calls for in terms of brand-building activities:
Stage 1: Pre-establishment
During the pre-establishment stage of growth — that is, before the company is actually operating — it’s mostly the owner and his or her friends, family, and financiers who impact company decision-making.
- Ricardo de La Blanca, CEO of DLB Group Worldwide
Most important brand-building task: At this point you’re still formulating your business idea — why the company exists and what it will do — and (hopefully) creating a list of core values. This isn’t the time to ramp up your marketing campaign. Your goal is to find a clear direction as soon as possible. “This is how [you] will attract the right people — employees, management, investors — to help [you] achieve [your] goals,” says Ricardo de la Blanca, CEO of the multinational marketing consultancy DLB Group Worldwide.
Stage 2: Early growth
In the early growth stage, a company is up and running, but might not be profitable or even earning revenue yet. Now that the company is established, it has a whole new group of stakeholders including customers, suppliers, investors, employees, and partners.
Most important branding task: Come up with a clear and consistent message — based on the company’s core values that are already in place — to communicate and build healthy relationships with stakeholders, especially employees. Many companies do this by attending industry trade shows. But it can be as simple as management meeting and talking directly with stakeholders
De la Blanca adds that while it’s important to have a big picture message, at this point you need to be able to tailor your message to different parties. “Customers don’t want to hear about the company’s profitability — they’re the ones who are paying for it. Shareholders, on the other hand, do.”
Stage 3: Effective growth
Once a company enters the effective growth stage, this means it’s earning revenue, it has a coherent brand identity and is looking to expand and grow.
Most important branding task: Don’t lose touch with your core values. “Coca Cola made that mistake. They got sucked into competing with Pepsi’s more hip brand, and were punished for it. That’s when they had to go back and add Classic to their name,” says de la Blanca.
Of course, branding — like most things in business — rarely follow a tidy three-step plan. What do you think, readers? Are the academics on to something here?
For a different perspective, check out this take on why small businesses don’t need to worry about branding.
http://www.bnet.com/blog/smb/a-blueprint-for-branding-a-business-at-every-stage/5071
NNN Unveils Hispanic Newspaper Network, Targets Local Spanish TV Ad Budgets
In recognition of the growing size and influence of the U.S. Hispanic population, the newspaper industry this morning will introduce a new national network that will offer marketers a one-stop buy for reaching consumers in Spanish-language daily and weekly newspapers. The new service, the NNN Hispanic Network, is a new division of the newspaper industry’s Newspaper National Network, and is the first set up to explicitly target and package newspapers buys for a multicultural segment of the U.S. population.
“We serve all multicultural markets, but this is different because we haven’t put this level of resources against a specific multicultural market before,” explains Jason Klein, president-CEO of the NNN.
To head the new division, Klein tapped Mike Cano, a long-time Hispanic media sales executive who had been vice president-business development and partnerships for La Opinion, publisher of La Raza, and president-CO of Impacto USA, before joining the NNN as director of Hispanic media.
Klein said the new Hispanic network includes most of the leading Hispanic newspapers, which tend to be clustered in the major U.S. markets, and generally are operated by the same big general market newspaper publishers that are among the NNN’s top members.
Klein said the timing of the rollout couldn’t be better, because the 2010 U.S. Census revealed strong growth and consumer spending power among Hispanic Americans. He said the main target for the Hispanic network is advertising budgets currently earmarked for local Spanish-language TV stations, and that digital media isn’t yet a significant factor for Hispanic advertising budgets among major U.S. marketers.
Klein said the NNN would continue to package advertising buys targeted at other multicultural segments, but does not currently have plans for spinning off any other new divisions to focus on them.
http://www.hispanicprblog.com/hispanic-market-white-papers-research/hispanic-newspaper-network.html
Pepco launches Latino Advertising Campaign
MAYA Advertising and Communications (MAYA) is bringing a little bit of Hollywood to Pepco’s new energy conservation television campaign with an innovative animation approach this summer.
MAYA has produced a wide range of award-winning television spots for Pepco using stills, animation and live action. This year, to cut across the commercial clutter, MAYA’s new TV spot uses stop motion to deliver a very important message aimed at Latinos in the Washington metropolitan area. According to Pepco’s advertising manager, Tom Welle, “The new 30 second TV spots are so compelling; they bring our message home forcefully. Any viewer who sees this spot will know the need to save energy and money.”
Stop motion is an animation technique designed to make real objectives appear to move on their own. Stop motion has been used in films like Star Wars, Raiders of the Lost Ark, Robocop and many other blockbusters.
Pepco’s new TV spots were written and created by MAYA’s Creative Director, Alfonso Covarrubias, Creative Director. The spots were directed by Damon Stea of Mind Fruit in Los Angeles. The commercials will air on Univision, Telemundo and Comcast in the Mid-Atlantic region.
http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=32462