Hispanic Strategy & Engagement
Explore our services
Hispanic Strategy & Engagement
Recruiting & Workforce Development
Influencer, Community & Event Outreach
Hispanic Strategy & Engagement
The 57 million Hispanics in the U.S. hail from over 20 countries and have different values and purchasing habits.
WHY HAVE A SEPARATE STRATEGY FOR HISPANICS?
Because the Hispanic population is exploding with a purchasing power of $1.7 trillion dollars. With complex nuances, for instance, 55% of Latinos still read local newspapers. Radio and DJ’s are key influencers with U.S. Hispanics in the U.S. and literacy levels vary across the entire demography.
WE OFFER:
HISPANIC STRATEGY MARKETING:
Allow us to complement your existing marketing efforts, whether serving as your Hispanic Strategy Marketing Agency or simply, your content developer, there is a unique skill set to attracting, retaining and engaging Hispanics in the United States.
MEDIA CAMPAIGN PLAN & BUYS:
We will help you plan your next media campaign by negotiating the best rates and added value opportunities, including live interviews and social media promotions, to best, serve you. With over 20 years of experience and deep-rooted network and market contacts, our team will help your organization cut through the clutter and language barriers and stand out.
NAVIGATE CULTURAL CHANGES AND REACH NEW AUDIENCES:
Cool is an industry leader specializing in multicultural communications and integrated marketing tactics which include traditional and non-traditional mediums that cross over between the general and Hispanic markets in the region. We help clients navigate through cultural changes to reach new audiences and strengthen their market positions.
MARKETING MESSAGING:
Does your company have the right marketing message and mix to reach an ever-changing consumer landscape? Do you know who your consumers are, what they like and why they buy.
WE DO:
DELIVER YOUR BRAND TO HISPANICS:
Knowing how to effectively communicate your brand message is key to the success and growth of your organization. We understand the importance of reaching consumers in the language they prefer and applying the appropriate message in the right environment to reach them.
“Our goal is to engage U.S. Latinos where they are. In short, get the right message, to the right audience, at the right time.”
Veronica Cool is an inspiration to anyone who has the opportunity to meet and hear her speak. She has worked with my students many times over the years and has inspired many young lives! She is also extremely knowledgeable about finances and banking. She has given excellent financial advice to both myself and my students in regards to planning for the future. What I love about Veronica is that not only is she extremely knowledgeable and intelligent, but she is so willing to share this knowledge with others. It is rare to meet someone who believes so much in uplifting others. Meeting and working with Veronica Cool has been one of the best experiences in my professional and personal life.
¡Es un mujer dinámica y muy motivacional! Comprende muy bien lo que significa ser latina e inmigrante y tener que luchar. Verónica si demuestra a los demás de que “sí se puede!” Hace falta tener más Verónicas en este mundo.I highly recommend Veronica, knowing she will deliver above and beyond the expected results.
Kelly Flores (O’Brien) — Program coordinator for Pa’lante, Hispanic Students Moving Forward in partnership with University of Baltimore/ Teacher of Spanish for Heritage Speakers – Patterson High School
RECRUITING & WORKFORCE DEVELOPMENT
Bilingual & Bicultural Recruiting Support and Workforce Development
WHY BILINGUAL & BICULTURAL RECRUITING?
Through effective marketing and selling, you are now attracting the Hispanic consumer…
But, do you have a bilingual 800#? How about your website? And most importantly is your team ready to service and address the needs of this highly loyal, yet different client base?
WHAT CAN WE DO FOR YOUR BUSINESS?
Cool will analyze your current recruiting & training processes and supplement your retention strategies with effective systems and customized training programs, including cultural fluency and leadership development training. We will provide:
- Assessment of Current Staffing Models, Recruiting & Training Processes
- Implement Effective Recruiting Tactics to Increase the Number of Bilingual AND Bicultural Team Members
- Devise an Engaging Professional Development Training Programs to Develop the Current Team-Members and Educate Senior Leaders and Executive to Increase Retention and Engagement
WHY CUSTOMIZE YOUR WORKFORCE DEVELOPMENT EFFORTS?
Hispanic immigrants take TWICE as long to acculturate to the United States.
73% of Hispanic household, list Spanish as their dominant language. Every 30 seconds a Hispanic turns 18 in the United States. This is a huge opportunity to employ Hispanics, thereby expanding your organization’s reach into this market. Hispanics are known to be loyal consumers, and employing Hispanics can create a greater sense of loyalty in this lucrative segment of the market…
Hispanics hail from over 20 different countries with very unique cultural traits and behaviors that influence how they learn, operate and work within your organization. Along with Culture, Language is a key factor in engaging your employees.
We develop customized, and affordable workforce development workshops and training programs, in English, Spanish or both languages, with culturally competent content to ensure your team is trained, developed to increase engagement and productivity.
To attract and retain more bilingual and bicultural employees- CONTACT US TODAY!
I could write about Ms. Cool for hours. If you want your business to successfully understand and engage the Hispanic community you have found your secret weapon. In addition to her vast professional network and the meaningful connections she can bring to the table, Ms. Cool has proven success and extensive experience in corporate marketing and outreach focused on the Hispanic segment. Her knowledge goes beyond devising strategy and blends her vast historical knowledge of the Hispanic demographic with practical initiatives that move the needle. As a consummate speaker and trainer, she infuses her mastery and understanding of the Hispanic community into inspiring teams into action. Her operational and executive experience is also evident in her professionalism and laser-like focus which cuts through the clutter and focuses on the transformational initiatives that will propel your business forward within the fastest growing demographic in the U.S. Her work as former Chair of the Maryland Hispanic Chamber of Commerce is just but one example of her vision, leadership and hard work that yielded unprecedented results in the organization’s survival and growth.
Jose E. Castillo— CMO In Residence – Emerging Technology Center
Influencers, Community & Event Outreach
Trust and Community Ties are Important to U.S. Hispanics. How can you accelerate the relationship building process?
Like any other market, Hispanics have their own events, key influencers, and media outlets that meet their specific wants and needs. Authentic, grassroots outreach is, therefore, necessary to effectively reach and engage the Latino community.
WE CAN:
INFLUENCER MANAGEMENT
Identify the most authentic, well-vetted influencers within your segment, facilitate the connection and negotiate the appropriate influencer package, whether endorsements, interviews, social media support or network engagement.
INFLUENCER MARKETING
We can craft the message and manage the media functions to maximize the opportunities while abiding by your brand standards. All in Spanish, Spanglish, or English with a culturally appropriate twist.
COMMUNITY EVENTS
We can recommend the most strategic community events to meet your objectives! Whether attending, hosting or partnering, we source the most effective existing event, recommend the right level of participation and ensure your organization’s salient qualities are highlighted as exhibitors or participants.
EVENT PLANNING
We can also create the event to draw Latinos to your organization. Whether a Meet & Greet, Reception, Hispanic Heritage Month Celebration- leave it up to us. We will coordinate the program, acquire the speakers and not only create the guest list and handle the promotion and advertising functions to maximize attendance and participation.
Bonus: You benefit from our extensive social capital, which we leverage to draw the right influencers and partners to your event.
Cools’ deep roots and extensive network within the Hispanic community provide the expertise you need to leverage the most effective channel and tactic to engage YOUR specific audience. CONTACT US TODAY!
We have worked with Veronica and the Cool Team for over two years. They have provided excellent and engaging Social Media content to help the Alzheimer’s Association of Greater Maryland connect with the Latino community by providing resources and information in Spanish. Veronica is knowledgeable and intuitive regarding how to make the right connections for us to expand the reach of our services to Latinos that may not know we are available to them in Spanish. And she “walks the walk,” having been a major supporter and dancer in our annual Alzheimer’s Memory Ball, as well as serving as a judge. She personally knows the effects of Alzheimer’s in both family and community, and she supports our efforts across many fronts. I highly recommend Veronica (and the Team!) as a social media expert, trainer, and public speaker.
Cass NaugleExecutive Director Alzheimer’s Association of Greater Maryland
Operational Support
Now that you’ve won the Hispanic market, how do you RETAIN them?
We support your existing systems and processes to ensure the internal infrastructure is prepared to withstand the additional clients and partners. Including:
An initial audit of your systems to identify any potential gaps; including:
- Translated forms and materials;
- Compliance Adherence;
- Application & Hiring Process;
- Communication;
- In-language customer service, for the Call Center, Chat, Email, Social and/or Digital systems.
