BART targeting Hispanics?!

Latina Radio Host Wins National Award for Empowering Spanish-Speaking Women

(San Francisco) - Following a three decade tradition for honoring programming and individuals of the highest caliber as well as exemplary programming for and about women, the American Women in Radio and Television (AWRT) announced that "Efecto Mariposa con Aurora Medina," a Spanish-language radio show has won one of the 2010 national Gracie Awards for outstanding programming at a local market.

Efecto Mariposa is a one-hour long radio show, independently owned, produced and hosted by Aurora Medina. It aims to empower Spanish-speaking women by creating awareness of the self in four areas: body, mind, heart and spirit. The show educates its listeners in a broad variety of subjects with a focus on money, health, sexuality and culture.

"This award makes me feel happy, excited and grateful as many years of hard work and my efforts to passionately follow a dream have been recognized," says Aurora Medina, who holds B.A. in Integral Studies, a Masters in Women's Spirituality and a Masters in Transpersonal Psychology. "By motivating women into action, I motivate myself," she adds. In addition to producing and hosting Efecto Mariposa, Aurora Medina is a Money Coach, specializing in the psychology of money.

Efecto Mariposa airs Monday to Friday, 3 to 4 pm, at KCNL 104.9 FM in Northern Californi, website www.auroramedina.com

Aurora Medina along with all Gracie awardees will be recognized May 25 and 26 at the Beverly Hilton Hotel in Los Angeles, CA. "We are so proud of the important work being done by all women across the country," said Sylvia Strobel, Esq., chair of the 2010 Gracie Awards. "The Gracies Luncheon is our platform for acknowledging that work and the amazing people behind it."

For media inquiries or interviews please feel free to contact Lupita Figueiredo at Lupita@CapacityPR.com, or call 510.599.2748.

Marketers Join Forces to Better Target Hispanics by Laurel Wentz

NEW YORK (AdAge.com) -- A new peer-to-peer business network is bringing together Hispanic marketers to share everything from dealing with the need for better data to hot topics such as the acculturation of Latino consumers.

Latinum was started in late 2009 by David Wellisch, founder and former general manager of AOL Latino, and Michael Klein, a veteran of other business networks.


"In the Hispanic market, there are execution challenges, often results are inconsistent, ROI is difficult to measure, and that leads to barriers to ongoing commitment," Mr. Wellisch said.

The group kicked off with a meeting at charter member McDonald's Corp.'s headquarters and continued with an online session on acculturation, identified as a key issue most marketers struggle with. Members can also work with Latinum in smaller groups, or one-on-one.

"It's the ability to network with other companies trying to find out the same answers we are, and collaborate, and work with Latinum to look beyond language," said Cristina Vilella, McDonald's marketing director for U.S. Hispanic. "We don't just target Hispanics in Spanish any more as a company. How do we look at the consumer who lives in both worlds?"

Juan Motta, Nestlé's head of emerging markets-domestic, said of Latinum, "It's an opportunity to share best practices with others, and pool resources so we can get smarter about things like how the U.S. Hispanic consumer is acculturating."

Mr. Motta noted that Nestlé's focus has been more on unacculturated Hispanics, building on immigrants' brand loyalty to Nestlé products such as La Lechera that they grew up with in Latin America. But now that the Hispanic market is growing more through U.S. births than immigration, Nestlé needs to study bicultural consumers more closely.

At the end of 2009, Latinum had 20 members, including H&R Block, Kraft, 7-Eleven and Sara Lee. Members pay an annual fee of $70,000, and range from companies like McDonald's, one of the top five Hispanic advertisers with an ad budget close to $100 million, to relative novices in the Hispanic market. Latinum offers research and data, an exchange of peer solutions and opportunities for collaboration among companies that are pursuing the same segment of the population.

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Hispanic Public Relations & Social Marketing Conference Set For 2010 - Written by My Latino Voice

The Hispanic Public Relations Association (HPRA) and the Hispanic PR Blog are joining forces to make history by presenting the first ever Hispanic Public Relations & Social Media Marketing Conference in Dallas, TX, May 10-12, 2010.

“This conference will provide attendees with case studies, professional development, career and networking opportunities that are razor-focused on Hispanic PR and social marketing,” said conference co-creator Manny Ruiz, the nation’s leading blogger on Hispanic public relations and the founder of Hispanic PR Wire, a division of PR Newswire. “We believe this case studies-driven event will be the premier annual showcase for all that our Hispanic PR/social marketing industry has to offer.”

“This conference comes at a critically important time for both HPRA and the Hispanic market,” said John Echeveste, HPRA co-founder and senior adviser. “This year, HPRA celebrated its 25th anniversary and, in 2010, we will expand its national presence, while the upcoming U.S. Census and the continued growth of social media will underscore the importance of the national Hispanic market. As the leading organization for Hispanic public relations professionals, HPRA is pleased to co-present this conference to demonstrate the effective role that PR plays in Hispanic marketing and the creativity and innovation that our members are providing in leading the social media revolution,” added Echeveste.

Rosa Alonso, My Latino Voice CEO, joins senior executives from leading brands and agencies as a member of the conference's advisory board, which includes: Cristina Alfaro (McDonald’s); Jorge Diaz de Villegas (Fleishman); Aymee Zubizarreta (State Farm); Armando Azarloza (The Axis Agency); Alfredo Padilla (Comerica Bank), Ivette Zurita and Lourdes Rodriguez (Hispanic Public Relations Association); Stephen Chavez (Ketchum); Lorenzo Lopez (Walmart); John Echeveste (VPE Public Relations), Romina Bongiovanni (Edelman); Audrey Ponzio (Edelman); Mario Flores (Sportivo/RL Public Relations) and Deborah Vallejo (Bromley).

The conference will feature nearly two dozen sessions on a wide range of topics covering everything from how to generate coverage with the top Hispanic bloggers to best practices in Hispanic youth marketing to how to effectively manage corporate partnerships with Hispanic organizations. All of the professional development programs are being defined by a senior executive advisory board consisting of some of the most seasoned Hispanic PR pros in the corporate communications, agency, media and non-profit worlds.

In addition to quality professional development programs and networking opportunities, the conference will feature an exhibition area to connect Hispanic marketers with industry communications providers as well as key Hispanic organization exhibitors. Parallel to the main exhibition hall will be a first of its kind Hispanic Market Career Fair for companies, organizations and government agencies seeking talented Latinos in PR and advertising.

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