Presentation given at the PSAMA meeting on May 25th, 2011. Presented by Rebecca Lambert Senior Account Executive, Adelante Media Group, Seattle WA.

1. MARKETING Are you ready for the New Generation? TO THE HISPANIC MARKET Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle May 25 th , 2010

2. Get Ready, the Hispanic Boom is coming to the Seattle Tacoma DMA How long do you have to secure this market? About 5 years. 1 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle

3. The biggest misconceptions can keep your business from prospering . 2 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Top 10 Hispanic Stereotypes - Laziness / taking a siesta - Alcoholism - Being illegal immigrants / taking American jobs - "Talk funny" (i.e. - with an accent) or can’t speak English - Many children - Eat only Mexican food - Very religious - Wearing sombreros - Work as day laborers - Drive tricked out cars

4. The Baby Boomer Generation and what it means to your business. The US population age 65+ in 2010 = 40 million people. This will put a tremendous burden on our infrastructure, taxes, health care, home sales. 3 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle By 2040 that number will equal 80 million people.

5. Why we need our minority populations. 50 % of all the new births are to minority families. Hispanics now total 50 Million and by 2037 there will be 100 million. The "Latin Wave" is bigger than the baby boomer generation. Ninety-five percent of Hispanics consume some form of Spanish language media. This phenomenon demonstrates that Hispanics actively seek out Spanish language media because it is relevant to them. 4 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle We need them educated, and we need them strong . By 2047 minorities will become the majority .

6. Hispanic students equal an average of 15% of the total student population in our schools. 5 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Auburn 18% 11.9% Bethel 12.7% 1.2% Burlington-Edison 30.6% 0.9% Chehalis 10% 2.5% Clover Park 20% 9.8% Elma 9.4% 4.6% Federal Way 19.2% 12.8% Fife 14.2% 9.4% Franklin Pierce 13.5% 12.4% Highline 31.6% 21.3% Kent 13% 15% Mount Vernon 49.5% 23.5% Mukilteo 14.6% 15.7% Ocean Beach 11.5% 2.8% Puyallup 8.5% 3.0% Renton 17.7% 14.2% San Juan Island 10.1% 4.5% Seattle 11.5% 12.1% Shelton 16.3% 6.8% Tacoma 14.2% 7.2% Tukwila 24.6% 34.6% Yelm 7.6% 1.1% School District % Transitional Bilingual Grandview School District in Eastern Washington is 87.2% Hispanic. Transitional/Bi-lingual are students being instructed in Spanish or ESL courses Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf

7. 6 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle

9. Pierce County Population. 8 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Place 2010 pop 2000 pop Hispanic (of any race) Algona 3,014 2,460 15.9% Federal Way 89,306 83,259 16.2% Fife 9,173 4,784 17.4% Fort Lewis 11,046 19,089 16.3% Lakewood 58,163 58,211 15.3% Midland 8,962 7,414 17.6% North Fort Lewis 2,699 15.8%

10. Who are you trying to reach ? 9 of 15 Spanish-language advertising is 45 percent more effective than English advertising in reaching this consumer segment. For main message recall, commercials in Spanish yield 56 percent higher comprehension, and commercials in Spanish are five times more persuasive in creating an "intent-to-purchase" attitude. Relationship marketing is also important. Hispanics respond well to people who, "make them feel part of the family," and who extend themselves to provide excellent customer service. Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle

11. Generatioon Equis. 10 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Age 25 – 64. English Speaking. Highly acculturated. Professionals, Home Owners. Credit and bank users. Already have established brand loyalty, very brand conscious. Already highly adapted to technology. How to reach them? In English.

12. New Americans and Second Generation Latinos 11 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Age 18 – 35. Bi-Lingual speaking. White collar workers and Students. Home Owners and Renters. Use cash, but have credit and bank accounts. Highly brand loyal and trendy. Fastest growing user of NEW technologies . How to reach them? In English and Spanish.

13. New Immigrants . 12 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Age 12 – 35. Spanish speaking. Blue collar workers. Renters. Use cash and money orders. Have little brand recognition but are looking to adapt. Rapidly adapting to technology to keep them connected back home. How to reach them? In Spanish.

14. Understanding the Culture 13 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Means understanding what is important to us: Three Kings Day On January 6th, this event celebrates the three Kings arrival in Bethlehem, toys are given to children, and a Rosca, or bread is shared with a baby Jesus inside. Quincea ñera La Quinceañera - the celebration of a Latinas fifteenth birthday. This is a religious as well as a social celebration. Pascua Easter Holy week. Includes Palm Sunday, Vespers of Darkness, Maundy Thursday, Good Friday,Holy Saturday, Easter Sunday… No Bunny, No Jelly Beans. Grito de Dolores (Diez y Seis de Septiembre) Also known as Diez y Seis de Septiembre (September 16th), celebrating when Father Miguel Hidalgo y Costilla made the cry for Mexico's freedom from Spain. Día de los Niños (April 30) A holiday recognizing children as the center of the Latino family. Day of the Dead (Día de los Muertos) All Hollow's Eve and All Saints Day. A day to celebrate Ancestors and lost loved ones.

15. What can reaching out Latinos do for your business? 14 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle

16. Have you sent out the invitation? 15 of 15 Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle Marketing Rules for reaching this Segment: Make a Commitment. Be Open. Be Honest. Be Engaging. Be Consistent. Be Frequent. Be Patient .

17. THANK YOU Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle