Dr. GIlberto Cardenas

Dr. Gilberto Cardenas Presenting at U of St Thomas: Educational Diversity. Scholar on Mexican immigration, border studies, Latino art and culture.

Minneapolis, Minn.  – Dr. Gilberto Cardenas, a professor of sociology at the University of Notre Dame, and Dr. Louis Castenell, a professor of educational psychology at the University of Georgia, will speak at the 18th Julian Parker Lecture at 7 p.m. Wednesday, May 11, in the auditorium of Schulze Hall on the downtown Minneapolis campus of the University of St. Thomas.

Dr. Gilberto Cardenas

Dr. Gilberto Cardenas

The nationally respected scholars will discuss challenges and opportunities found in educational diversity. The program is free but advance registration is requested to help plan the reception. More information and online registration is available at  https://www.eventbrite.com/e/julian-parker-tickets-5674466482?aff=ebrowse.

A 6:30 p.m. reception precedes the lecture; a question-and-answer session will follow.

The program will include a brief award ceremony for the Minnesota Alliance of Black School Educators, a longtime co-sponsor of the Julian Parker Lecture Series.

Other co-sponsors are St. Thomas’ Office of Diversity and Inclusion, Department of Teacher Education and Special Education, Department of Educational Leadership and Master of Arts in Public Policy Program, and the Academia Cesar Chavez Charter School.

The Julian Parker Lecture Series honors the former longtime chair of the Education Department and dean of the graduate school at Xavier University in New Orleans. Parker was a national leader on urban education and race relations. In the 1960s, he was instrumental in dealing with issues of race and diversity when he worked at St. Thomas in an exchange program between the national historically African-American colleges and private colleges in Minnesota.

Cardenas, who is executive director of Notre Dame’s Center for Arts and Culture in addition to his role as sociology professor, received his bachelor’s from California State University and his master’s and doctorate from Notre Dame.

Cardenas has worked in the area of immigration for more than 40 years and has gained international recognition as a Mexican-immigration scholar.  His books include Los Mojados: The Wetback Story, which he co-authored in 1971, and more recently the 2004 Struggle for Equality in the Midwest. He also founded Latino USA, a weekly radio program distributed by National Public Radio.

Cardenas taught at the University of Texas at Austin from 1975 to 1999, when he became founding director of Notre Dame’s Institute for Latino Studies. He also served as Notre Dame’s assistant provost and held the Julian Samora Chair in Latino Studies. From 1995 to 2013 he was executive director of the Inter-University Program for Latino Research, a national consortium of 25 member centers and institutes.

Named several times by Hispanic Business Magazine at one of the 100 most-influential Latinos in the United States, Cardenas has testified before Congress and state legislative bodies, served on White House and Smithsonian committees, and was one of six people appointed to an advisory committee for the $1.5 billion Bill and Melinda Gates Millennium Scholars Program.

Castenell, whose innovative teacher-education programs have been featured in the New York Times and Washington post, was an undergraduate elementary-education student of Julian Parker at Xavier in the 1960s.

Castenell received his master’s at the University of Wisconsin and doctorate in educational psychology from the University of Illinois. He went on to serve as dean of the Graduate School of Arts and Sciences at Xavier, dean of the College of Education at the University of Cincinnati, and from 1999 to 2007 dean of the College of Education at the University of Georgia, where he was the first African-American dean of a UGA college.

As dean and now as professor of educational psychology, Castenell has worked to increase diversity awareness on campus and to create programs that encourage student achievement in underserved populations in Georgia.

Castenell’s leadership at historically black colleges and universities, and selective flagship institutions, has led to honors that include the Leadership Service Award by the National Board for Professional Teaching Standards, the Board Service Award by the American Council on Education, and Chair of the Board Award for Leadership by the American Association of Colleges for Teacher Education.

LEDC-Student Scholarship Recipient

LEDC Fondo Latino de Becas-Scholarship Fund Opportunities

This year, LSF is open to more than just high school seniors! See eligibility below.

Email info@ledc-mn.org for the application or with questions, or download the application in the links below.

High School Seniors:
6 scholarships of $3,000 available for 1 year.
Eligibility:
• A Minnesota high school graduating senior entering a Minnesota post-secondary institution in 2016
• A student of Latino origin (or whose one or both parents were born in a country in Latin America*)

LEDC-Scholarship

Selection Criteria:
• Academic performance (minimum 2.5 GPA)
• Financial need
• Educational goals
• Leadership in the Latino community
• Preference will be given to those ineligible for local or federal government funds for college

Non-traditional students:
2 scholarships of $3,000 available for 1 year.
Eligibility:
• An adult living in Minnesota who is returning or enrolling for their first undergraduate degree or certificate.
• Students must be enrolled at a higher education institution at some point in 2016
• A student of Latino origin (or whose one or both parents were born in a country in Latin America*)

Selection Criteria:
• Financial need
• Educational goals
• Leadership in the Latino community
Preference will be given to those ineligible for local or federal government funds for college

Recommendation Form: https://drive.google.com/file/d/0B8kuo3BmHvPUOFB6Y2p0WXQtV3c/view?usp=sharing
Application for High School Seniors: https://drive.google.com/file/d/0B8kuo3BmHvPUNF9wX3FNUXZ0UDQ/view?usp=sharing
Application for Non-traditional Students: https://drive.google.com/file/d/0B8kuo3BmHvPUeGNralhHZmZPYlE/view?usp=sharing

For application guidelines and forms, please contact LEDC:Phone: 612-724-5332

Email: info@ledc-mn.org or come to LEDC’s office.

Clementina Serna-Environmentally Latinos Business 2014

LEDC Convocatoria a Nominaciones 2016

CONVOCATORIA

El Centro para el Desarrollo Económico Latino (LEDC) en su esfuerzo por promover el liderazgo entre nuestra comunidad, invita a su membresía, organizaciones comunitarias y a la comunidad en general a nominar a individuos o negocios para ser reconocidos en la reunión anual de la organización el 11 de mayo 2016 bajo las siguientes categorías:

Miriam_MIjangos_Latina entrepreneur of the year

  • Negocio Socialmente Responsable del Año: ¿Conoce usted o trabaja para un negocio en donde los empleados reciben un trato amable, les otorgan beneficios, incentivos, y/u oportunidades educacionales o de promoción a los mismos, o el propietario es reconocido por participar en asuntos de su comunidad?
  • LEDC Estudiante del Año: ¿Puedes nombrar a un estudiante de LEDC que ha demostrado un genuino respeto por el aprendizaje dentro de LEDC y ha tenido un crecimiento significante en su camino?  Este estudiante demostró un buen ejemplo y liderazgo en la clase a través de su participación y asistencia?
  • Empresaria Latina del Año: ¿Conoce a una mujer Latina emprendedora, propietaria de negocio, que sea un ejemplo para la sociedad, y una líder empresaria exitosa? Es esta mujer una persona involucrada con la comunidad?
  • Amigo/a de la Comunidad: ¿Conoce a algún individuo quien es conocido por sus esfuerzos en hacer contribuciones a la comunidad Latina de una manera voluntaria y desinteresada?

¡No se pierda esta oportunidad de participar en un proceso tan importante! Si conoce a alguien quien encaja en cualquiera de las descripciones de arriba, por favor comuníquese al

(612) 724-5332  antes del día 15 de abril del 2016 para hacer su nominación.  Si lo prefiere, use la forma de nominación para la persona o negocio que quiere nominar con su número teléfono o forma de comunicarnos con él/ella, y la razón por la cual usted piensa que esta persona debería ser reconocida, y envíela por fax, por correo o correo electrónico que aparece abajo.  Por favor no olvide incluir su nombre y número telefónico para contactarlo en caso de tener alguna pregunta.

CALL FOR NOMINATIONS

Latino Economic Development Center (LEDC), in its efforts to continue promoting community building and leadership, invites the LEDC membership, community organizations, and the community as a whole, to nominate individuals or businesses to receive an award at LEDC’s annual meeting on May 11, 2016 under the following categories:

  • Socially Responsible Business of the Year: Do you know or work for a business where you are treated in a fair human way, receive benefits or incentives, educational or promotional opportunities, or the owner is known to be a leader in his/her community?
  • LEDC Student of the Year: Can you nominate an LEDC TTOIC student that has demonstrated a genuine respect for learning and has had significant growth in their subject matter?  This student demonstrated a good example and leadership in the classroom through participation and attendance.
  • Latina Entrepreneur of the Year: Do you know a Latina entrepreneur, who is a leader in her community, a role model, and owns a successful business? Is she meaningfully involved with the Latino community?
  • Friend of the Community: Do you know an individual, who is known for his/her passionate efforts as a volunteer on behalf the Latino community?

Don’t miss this opportunity to participate in this important process! If you know anybody who would fit the descriptions above, please call (612) 724-5332 before April 15, 2016 to submit your nomination.  If you prefer, use the nomination form for the individual or business you are nominating along with his/her contact information and the reason why you think he/she should be an award recipient, and email, fax or mail it to one of the addresses below.  Please do not forget to include your name and phone number in case we have any questions.

Thank you very much for your participation.

MAIL                                                                        FAX                            EMAIL

Latino Economic Development Center

Attn: Award Nominations                                 612.724.5342              yolanda@ledc-mn.org

1501 East Lake Street, Lower Level

Minneapolis, MN 55407

Tel.: (612) 724-5332

 

ACC-Students

Academia Cesar Chavez-Bilingual Educational Partner

Academia Cesar Chavez (ACC) is dedicated to providing a quality dual-language education
that prepares critically thinking, socially competent, values driven, and culturally aware
bilingual and biliterate learners by advocating Latino cultural values in an environment of
familia and community.

ACC-Students

ACC-Students

Academia Cesar Chavez is hiring an Educational Partner for the 2014-15 school year. This
position exists to assist, support and work closely with teachers in providing educational and
behavior support for students.

Major Functions and Responsibilities:
 Work with individual students and groups of students in their target area of learning
needs/or social skills development and support their goals and objectives
 Work closely with the teacher to make sure that students are finishing assignments
and all work is being turned in
 Assist the teacher in documentation and translation of documents to Spanish
 Serve also as an interpreter in the meetings as needed
 Assist the teacher in evaluation testing or any testing required with students serving
as an interpreter if the student feels they need to answer certain questions in Spanish

Position Requirements:
 Bilingual/Bi-literate in English and Spanish highly preferred
 2-year college degree or working toward a degree
 Knowledgeable about the educational and social needs of Latino and urban learners
and their families. Believe that all youth can achieve academic excellence
 Desire to support students and productive learning environments
 Knowledgeable of academic content and standards highly preferred

Interested applicants may submit a resume and a letter of interest to
kelly@roosolutions.net. To learn more about Academia Cesar Chavez visit
www.cesarchavezschool.com

Other job opportunities: http://www.cesarchavezschool.com/AcademiaCesarChavez_BofD_English.html

Green Campaign

Latin@ Models for Green Campaign Needed

Multivision Media Group, the leading Hispanic Marketing Co. in Minnesota, is a full service cross-cultural Marketing company with a proven track record of innovative and creative solid marketing solutions.  We are looking for three adults (Females & Males) and three kids (Females and Males) for a Marketing Green campaign. Requirements:

Green Campaign

Green Campaign

FEMALE & MALE  (Between the ages 20 – 30 yrs old)

Be Latino | Live in Ramsey County | Outgoing Personality | Photogenic

Deadline: December 15th | Photo shoot January, 2016

Selected models will be notified via email, including date and location of photo shoot.

For consideration, please submit face photos to: info@multivisionmediagroup.com

Multivision Media Group, all rights reserved.

El Colegio Charter High School

Office Manager Position Open at El Colegio Charter School

OFFICE MANAGER JOB DESCRIPTION

PURPOSE:           Provide administrative support for school to meet administrative goals.

      • Work with Executive Director to monitor and manage administrative budget, ensuring cost-effectiveness in all areas, and focusing on meeting budget targets.
      • Deliver effective student and learning program support services.
El Colegio Charter High School

El Colegio Charter High School

Roles and responsibilities

  1. Manage students records and information
  • Ensure all student files are complete, accurate, orderly, and properly stored
  • Ensure updated student information into computer database (Schoolmaster)
  • Maintain data privacy standards at all times
  • Request student records from previous schools as necessary
  • Forward student records to next schools as necessary
  • Ensure student photos are uploaded to student database.
    • Input and update contact information for students/parents as needed
    • Work with Executive Director (ED), Academic Dean and Counselor to ensure accuracy with respect to enrollment status in courses
      • Input students in courses
      • Update as needed
    • Work with Attendance Team to ensure attendance data is accurate and up to date
      • Provide data on which courses/teachers are up to date with attendance
      • Input and update attendance data as necessary (in general teachers are responsible for their daily classroom attendance, however, situations will arise or practices may be put in place which require the Office to enter attendance.)
      • Provide monthly attendance reports as requested
    • Work with ED to ensure appropriate training and support for staff in use of database
  1. Deliver successful student and learning program support services at cost effective rates, including:
  • Purchasing of materials
    • Support purchasing of materials as directed by Executive Director
    • Monitor  paper supplies for school-wide photocopying needs and make purchases accordingly
  • Food programs: state, federal and grant related programs
    • Develop and monitor food program budget in collaboration with ED
    • Develop and implement school food program in accordance with state and federal requirements
    • Ensure system for tracking meals served in accordance with state and federal requirements
    • Ensure high rate of collection of “application for educational benefits” (free/reduced lunch form)
    • Develop and implement system for billing of students and staff (under the direction of ED) for meals eaten – as appropriate
    • Order food for meals as needed
    • Work directly with caterer to ensure high level of service and high quality of food
    • Investigate new vendors as appropriate
    • Maintain records as required by state and federal requirements
      • Menus
      • Food production records
      • Records of meals served
    • Update and maintain CLICs system in an accurate and timely fashion to ensure proper state and federal reimbursements of meals
  • Management of student transportation system
    • Develop and Implement system to distribute and track bus cards and/or token to students
      • Collaborate with AD to develop budget for student transportation
      • Ensure sufficient inventory of bus cards
      • Ensure sufficient inventory of tokens
    • Support transportation needs for student/staff field trips
      • Provide tokens or bus cards to staff as requested for field trips
      • Order busses or taxis as appropriate for field trips upon approval by ED or AD
  • Reliable technology infrastructure.
    • Create new user names, passwords, e-mails, etc. as appropriate for new students and staff
    • Communicate with Technology staff as appropriate to support smooth functioning of system.
    • Manage e-mail accounts
  1. Develop and manage processes for day to day office activities and school support
  • Develop and monitor office/administrative budget in collaboration with AD working to increase efficiencies while lower costs as appropriate.
  • Ensure proper maintenance, operation and tracking of office equipment
  • Maintain and update office wall calendar
  • Support school accounting system
  • Maintain a professional, clean and orderly office.
  • Sorting and opening mail as appropriate
  • Preparing outgoing mail as appropriate
  • Maintain staff data
    • Photocopiers (office and advisory)
    • Postage meter
    • Phone system
    • Prepare accounts payable
    • Prepare deposits and go to bank as appropriate
    • Communicate with and support activities of school accountant as appropriate
    • Maintain business files
      • Vendor files
      • Banking files
    • Address and phone list
    • Work with AD and ED to account for staff time off
  1. Execute MARSS reporting to the state in an accurate and timely fashion.
  • Include accurate data and codes for all required areas including, but not limited to:
  • Consult with Administrative Director before and after each submission deadline
    • Start date
    • End date
    • Resident district
    • Grade
    • Student Demographic data
    • MARSS numbers
    • Transportation
    • Attendance
    • Special Education
      • Consult with special education staff and Administrative Director to ensure accuracy
    • Develop shared calendar of all submission deadlines
    • Review MARSS reports with AD upon receipt from MDE
    • Provide ADM reports to AD after each submission report
    • Consult with Education Director and AD to ensure accurate attendance related to dropping students after 15 days absence.
  1. Work with other Administrative Staff to provide initial point of contact for school ensuring a positive school image
  • Answer phones and take appropriate action
  • Greet all visitors who enter the building and respond to their needs appropriately
  • Check phone messages on a daily basis and take appropriate action
  • Create and monitor “attendance mailbox.”
    • Promote building safety by ensuring all visitors sign in
  1. Support overall building operations
  • Open and close the gallery as appropriate
  • Lock and unlock front door as appropriate
  • Facilitate the work of maintenance, cleaning, and other contractors as needed by directing them to appropriate personnel or location for work to be done.
  • Support overall cleanliness and orderliness of building entrance area including the rotunda
  1. Support school marketing efforts and community outreach to ensure a positive school image and meet enrollment goals.
  • Attend events as appropriate – sufficient notice given by ED
  • Attend to student prospects and execute enrollment of new students
  • Maintain sufficient number of marketing materials, particularly brochures
    • Community events
    • Open houses events
    • other
    • Maintain prospect data base
    • Receive prospect calls
    • Call prospects as appropriate
    • Orient prospects to the school
      • Tours
      • Provide verbal or written information
    • Send information by mail as appropriate
    • Facilitate new enrollments
      • Maintain sufficient number of enrollment packages in English and Spanish at all times
      • Support families to complete enrollment forms in English and Spanish
    • Maintain El Colegio marketing table in rotunda
      • Ensure orderliness
      • Ensure quality and quantity of appropriate matierals
  1. Support student academic success
    • Call parents as appropriate
    • Provide supervision as necessary
    • Communicate with ED, Dean or social worker as appropriate when made aware of student behaviors or circumstances that are of concern.
    • Implement school-wide student behavior policies and practices
  1. Support school-wide fundraising efforts
  • Maintain and update fundraising data base
  • Receive and document donations
  • Prepare appropriate “thank you” letters.
  • Support mailing efforts
  1. Provide administrative support to Executive Director as requested or appropriate
  • Provide data or information as requested
  • Carry out projects in an accurate and timely fashion as requested
  • Support state or federal reporting and application activities as requested
  1. Manage and direct other Administrative and Food Program Staff as appropriate to complete above job duties.
  • Receptionists / Administrative Assistants
  • Food Service Staff
  1. Translate documents from as needed.
Please send your Resume to:
Job Type: Full-time
Salary: $30,000 depending on experience
Required experience:
Job experience is required: 2 years
Required language:
English-Spanish
— Please send resume to hr@el-colegio.org
Miriam_MIjangos_Latina entrepreneur of the year

NOMINTACIONES LEDC-FORMA PARA NOMINAR

El Centro para el Desarrollo Económico Latino (LEDC) en su esfuerzo por promover el liderazgo entre nuestra comunidad, invita a su membresía, organizaciones comunitarias y a la comunidad en general a nominar a individuos o negocios para ser reconocidos en la reunión anual de la organización el 14 de mayo del presente año bajo las siguientes categorías:

  • Negocio Socialmente Responsable del Año: ¿Conoce usted o trabaja para un negocio en donde recibe un trato amable, le otorgan beneficios, incentivos, y/u oportunidades educacionales o de promoción a los mismos, o el propietario es reconocido por participar en asuntos de su comunidad?
  • LEDC Estudiante del Año: ¿Puedes nombrar a un estudiante de LEDC que ha demostrado un genuino respeto por el aprendizaje y ha tenido un crecimiento significante en el objeto? Este estudiante demostró un buen ejemplo y liderazgo en la clase a través de su participación y asistencia.
  • Empresaria Latina del Año: ¿Conoce a una mujer Latina emprendedora, propietaria de negocio, que sea un ejemplo para la sociedad, y una líder empresaria exitosa?
  • Amigo/a de la Comunidad: ¿Conoce a algún individuo quien desinteresadamente dona tiempo y esfuerzo en beneficio de su comunidad?

LLENE ESTE FORMA Y MANDELA:

FORMA DE NOMINACIONES 2015

 

CORREO                                                        FAX                   CORREO ELECTRONICO

Latino Economic Development Center

Attn’ Nominations                                           612.724.5342            clayton@ledc-mn.org

1501 East Lake Street, Suite 201

Minneapolis, MN 55407

Tel.: (612) 724-5232

Miriam_MIjangos_Latina entrepreneur of the year

LEDC Call for Nominations 2015

 Latino Economic Development Center (LEDC), in its efforts to continue promoting community building and leadership, invites the LEDC membership, community organizations, and the community as a whole, to nominate individuals or businesses to receive an award at LEDC’s annual meeting on May 14, 2014 under the following categories:

  • Clementina Serna-Environmentally Latinos Business 2014

    Clementina Serna-Environmentally Latinos Business 2014

  • Socially Responsible Business of the Year: Do you know or work for a business where you are treated in a fair human way, receive benefits or incentives, educational or promotional opportunities, or the owner is known to be a leader in his/her community?
  • LEDC Student of the Year: Can you nominate an LEDC student that has demonstrated a genuine respect for learning and has had significant growth in their subject matter?  This student demonstrated a good example and leadership in the classroom through participation and attendance.
  • Latina Entrepreneur of the Year: Do you know a Latina entrepreneur, who is a leader in her community, a role model, and owns a successful business?
  • Friend of the Community: Do you know an individual, who is known for his/her passionate work on behalf of his/her community?

Don’t miss this opportunity to participate in this important process! If you know anybody who would fit the descriptions above, please call (612) 724-5332 before April 19, 2015 to submit your nomination.  If you prefer, use the nomination form for the individual or business you are nominating along with his/her contact information and the reason why you think he/she should be an award recipient, and email, fax or mail it to one of the addresses below.  Please do not forget to include your name and phone number in case we have any questions.

Thank you very much for your participation.

MAIL                                                              FAX                            EMAIL

Latino Economic Development Center

Attn’ Nominations                                           612.724.5342             clayton@ledc-mn.org

1501 East Lake Street, Suite 201

Minneapolis, MN 55407

Tel.: (612) 724-5232

Hispanics Shopping at Target

As Target Sinks, Latino Shoppers Come to Its Rescue

For all of us who don’t visit Canada or own Target stock, it caught us by surprise Target’s announcement to massively shutdown its 133 stores in Canada. Apparently, the Canadians did not fall in love with the Bull Eye brand soon enough-remaining loyal to local brands-forcing top management to cut losses and leave. Target’s venture in Canada can be used as a case study on how large retailers fail the basic principles of market research and branding loyalty. How can a retail giant like Target fail to distinguish itself from local retailers and widely expand before gaining toehold? One can assume, based on the given results, that Target’s management lacked the most basic principles of international market expansion. As it usually occurs in a global economy, the faltering of the Canadian fiasco is taking a toll at home where Target has announced its plan to layoff thousands of employees over a two-year period.

Hispanics Shopping at Target

Hispanics Shopping at Target

As expected, the massive layoffs and elimination of thousands of positions is part of a re invention strategy aimed to save the company $2 billion. One can only guess that Target’s top Canadian executive was the first to let go, a little too late and hundreds of millions later. Now the remaining top executives are pursuing a broad turnaround plan consisting of targeting young Hispanic adults. The strategy is not innovating by itself; other discount-retailers have long implemented it. The million dollar question, no pun intended, is why did Target aggressively expanded in Canada and neglected the Latino Market?

Hispanics accounted for more than 60 percent of the U.S. population between 2000 and 2015. Their purchasing power is expected to reach 1.5 trillion this year. Furthermore, more than 70 percent of the Latino population is under 40 years of age, a number that has motivated General Motors and other large corporations to advertise heavily and smarter in Latino media outlets. Will Target make the same mistakes as it did in Canada? I do not know. What I know is that Target’s new plan can be very profitable is executed right. Stay away from the “one size fits all” strategy and hire bicultural professionals with cultural knowledge. If so, a lucrative horizon awaits ahead.

By: Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461

www.multivisionmediagroup.com | www.facebook.com/multivisionmediagroup
www.twitter.com/JuanMultivision | www.linkedin.com/in/juanantoniovazquez

slide1_iMac

Hispanic Millennials: A Large Market Every Wants and No One Gets

As demographics continue to shift in the United States, marketers and corporations are literately lost on how to market a large segment of the Latino population: Millennials. For those still anew to Millenials, it refers to those individuals ages 18 and older but born after 1980.  The sense of urgency in the marketing world was triggered by the 2010 Census data and compiled by the Hispanic Pew Research revealing that one in five American Millenials is Hispanic. For Hispanics as a standalone group, Millenials currently represents 42% of its total population.  The numbers, as impressive as they might be, currently represent an issue more so than an opportunity as most marketers lack a multicultural platform to target an audience that they don’t get.  The numbers are legible; the approach is blurry at best.

Hispanics_College

Hispanic Millennials represent a paradigm to marketers not only for being part of a non-homogenous group but because in their own right they are not homogenous either. One segment of the Hispanic millennials is foreign born, usually referred as DREAMERS. They were brought into the United States as kids without legal status. Many of them are currently beneficiaries of the Deferred Action for Childhood Arrivals program (DACA) although their status remains undefined. They are bilingual and live in both cultures.  The second segment is very similar to the first one but they are U.S. citizens born to immigrant parents.  The third segment refers to young Hispanics born to Latino families that have been living in the U.S. for two or more generations.  Their level of cultural identity varies depending on their surroundings (i.e. Chicago vs. Massachusetts).  In spite all their differences, Hispanic millenials still embrace their food, family and music.

Hispanic millennials, just like their counterparts, embrace the technological life style commonly characterized by social media networking, instant messaging, and smart phone media.  However, Hispanic millenials are 211% more likely to download content from the internet in comparison to the general population.  If indeed downloads are an effective way to expose a brand, marketers have missed a great opportunity to interact with 20% of the millennial population.  Hispanic millennials have completely moved away from printed media, more than 60 percent are online and that’s their preferred method to receive their favorite media content.  It certainly represents a great opportunity for media content providers to engage Hispanics online if they do it right.

The biggest flaw of all when targeting millennials lies on a basic marketing principle: language.  Yes, Hispanic millennials are more receptive to the English language media than their parents, but it doesn’t mean translating ads from English to Spanish is the solution.  The message has to be culturally relevant and show a “genuine” understanding of the demographic group. Anything short of that, it is high likely to become an irrelevant marketing effort.

In short, we are in a marketing era where it is less about language and more about cultural fluency. Marketers targeting millennials have to revamp their marketing strategies and hire bilingual and bicultural marketers to better attract a large and elusive demographic group.

Sources: Hispanic Pew Research, 2010 Census,  Latinpost

Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461