Santiago Solutions Group - Papers & Presentations

RECENT PAPERS, PRESENTATIONS, & BOOKS

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Carlos Santiago video presentation:
Understanding the Dynamics of the Hispanic Marketplace

Click here for Spanish

Hispanic Marketing & Public Relations, a soon to be published book for marketing professionals and students is packed with useful information from leaders in this dynamic market.

	Sizing Up The Market Potential For Your Business Hispanic Marketing Midwest Conference April 26, 2006
	Does a Well-Resourced Hispanic Corporate Strategy Translate Into Shareholder Value Creation? SSG Phase I Study Findings January 30, 2006
	US Hispanic Growth Opportunity Demographics, Buying Power, Trends & Culturally Relevant Strategic Implication January 19, 2006
	Expo Comida Latina Sizing Up & Maximizing the Hispanic Market Opportunity September 12, 2005
	11th Annual SRI Marketing To US Hispanics Branding Prioritization & Market Opportunity–Sizing Up Market Potential For Your Brands January 27, 2005
	Advertising Budget Alignment, Maximizing Impact in the Hispanic Market The study, Ad Budget Alignment: Maximizing Impact in the Hispanic Market, reveals while there have been significant increases by corporations to reach the Hispanic market in the past four years, the actual investment of 5.1 percent in 2003 in Hispanic TV and print media is still only about half the recommended 9 percent of national advertising budgets. The study also looks at how allocations differ across categories and between manufacturers and retailers. Top 250 National Advertisers: Ranked by total spending: http://www.ahaa.org/Research_study_04/Final%20National%20Advertiser%20List.pdf Ranked by Hispanic spending: http://www.ahaa.org/Research_study_04/Final%20Hispanic%20List.pdf
	Right Spend Study
	The Right Spend II Click here to visit ahaa.org
	HACR White Paper What are the optimal marketing resource and budget allocations needed to maximize Hispanic Market ROI? What is the role senior leadership plays in achieving this? How should internal and external strategies be aligned? Key questions addressed in this thought provoking White Paper.
	HACR 2002: The 360º Perspective on Maximizing Hispanic Market ROI Presentation format of previous HACR 2002 White Paper.
"Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 10 - Hispanic Marketing Spend.......What is fair share? May, 2004 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 9 - What is the value of investing in local Latino events and festivals? March 31, 2004 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 8 - Hispanics: Saving For What? February 27 , 2004 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 6 – The Census States It, Research Reveals It, Companies Consider It: The Multi-Billion Dollar, Multi-Cultural Market October 29, 2003 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 5 – Healthcare issues pressing the Latino community today. September 29, 2003 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice Issue # 2 – The State of and Future Potential of Print Media. June 25, 2003 CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. New Issue of Cerebro Latino Offers Analysis of Spanish Language Print Media in the U.S. Urban Voices Online July 11, 2003 Four Nationally-Recognized Experts in Hispanic and Multicultural Affairs Contribute to Second Issue of Burson-Marsteller's Latin-Focused Newsletter MIAMI, FL--(HISPANIC PR WIRE)--July 11, 2003--The U.S. Hispanic Practice of strategic communications firm Burson-Marsteller released today the second issue of CEREBRO: Meeting of the Minds, a monthly newsletter that analyses key questions and issues related to the U.S. Latino market. In the new issue, four leading Hispanic andmulticultural researchers provide insights into the current state and future potential of Spanish-language newspapers and magazines in the U.S.. The premier issue of Cerebro focused on the key drivers that impact purchase decisions by Hispanic consumers in the U.S. "Meeting of the Minds" powered by Burson-Marsteller's U.S. Hispanic Practice CEREBRO: Meeting of the Minds, an analysis of key questions and issues related to the Latino market as interpreted by four of the leading Hispanic and Multicultural Researchers in the United States. Case Study: AARP Achieves Growth Through Targeted Multicultural Marketing Carlos Santiago, President and CEO, Santiago Solutions Group The Direct Marketing Association November 2003 AARP (formerly known as the American Association of Retired Persons) is a nonprofit membership organization dedicated to enhancing the quality of life as we age. The organization identified that in order to continue to fulfill its service mission, it needed to expand into underserved segments. Due to its size, projected growth, and increasing need for both nonprofit and for profit products and services (see Figure 1), the US Hispanic market was selected as the first segment for expanded membership development.