We Are All Human co-founder and CEO Claudia Romo Edelman was set to launch Hispanic Star last month and, after the coronavirus pandemic hit, switched the brand's primary purpose to unemployment relief for the Latino community with the Hispanic Recovery Plan. "We understand the importance of coordinated action to protect each other today, but to also have a recovery plan so that we can get back on our feet quickly tomorrow," she says.
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(Greater Philadelphia Hispanic Chamber of Commerce)
The Greater Philadelphia Hispanic Chamber of Commerce is promoting Latino entrepreneurs and restaurants with "Dine Latino" to try and mitigate effects of the coronavirus shutdown. "Hispanic participation in the restaurants and food industry is high and the impact of the pandemic on this sector could be long-term and widespread, affecting low-income, immigrant and vulnerable communities," says President and CEO Jennifer Rodriguez.
Latinx organizations including Cuarentena Fest and MusicoTerapiaLive are presenting livestream events for music fans as festivals and shows face coronavirus cancellations. The virtual experiences aim to relieve stress and unite communities until onsite events can return.
Natalie Boden gathered advice from experts across the country for brands to consider as they reach out to the Hispanic community amid the coronavirus crisis. The advice includes addressing Hispanic audiences through news sources they already trust, supporting employees and ensuring communications teams are represented by diverse members for internal and external strategies.
Starting in April, Roku is launching voice command and search functionality for Spanish speakers on its streaming devices, among other upgrades. "With Roku OS 9.3, we're adding new functionality to Roku Voice in multiple regions around the globe with the primary goal of delighting our users in their day-to-day use of our devices," says Ilya Asnis of Roku OS.
Investment bank Goldman Sachs is introducing a diversity initiative to support Latinx and black business founders through Launch With GS, a $500 million program to remedy "a real misallocation of capital," Jemma Wolfe says. The entrepreneur cohort program includes a virtual workshop and access to Goldman Sachs' network of companies and specialists.
Raul Reyes lists Latino-themed entertainment now available to stream as viewers deal with lockdowns and social distancing. "Gentefied," "One Day at a Time," "Party of Five" and "Vida" appear alongside "Latin History for Morons" and "Elite."
Latina small-business owners are adapting to the new business environment as the coronavirus pandemic persists. Vivian Nunez collects insights from seven Latinas, including marketing consultant Rosa Pruneda, who urges transparency and clear expectations, and brand strategist Fabi Paolini, who says close listening to audiences can pay dividends now and beyond the crisis.
The CMC, in partnership with HispanicAd.com, invites you to submit entries for the 2020 Culture Account Planning Excelencia awards. Entries are now due April 30 at 5 p.m. ET. These are the only awards that honor multicultural account planning, the strategic bedrock of any successful marketing campaign. Winners from six categories will be named.