2005A Hispanic Community Outreach Initiative

Goals

Build a Meaningful Relationship and Increase Brand Recognition while

Establishing Brand Equity with the Hispanic Consumer in Southern California

What We Know

Cooking for the family is still considered the top priority among Hispanic women and is part of their every day life.Family time revolves around the kitchen and dinner table.Shopping for groceries is considered a family eventEvents, parades, sporting events and music play a large role in Hispanic life.

Festival Events that bring families and friends together on the weekendInstant gratification – free premium items (household items, toys, games, phone cards)

Hispanics Respond Favorably to:

The Principal Core to the Hispanic Community is Family:

Invite the Neighborhood to 28 Store Front Events & Induce Consumers to Sample & Purchase the Sponsoring Brands.

Build Brand & Retailer Share for Sponsoring Brands• Local Advertising in El Ahorro Promoting Events & Brands • Brand Exposure at Events & Sampling Opportunities• Ad Feature in Mailer*• In Store Display*

Bring Food 4 Less into the Community, Fiesta Booth & Brands will be featured at 4 Community Festivals and Parishes.

Enroll consumers and parishioners in the Community Rewards Program as tie in for each specific Parish/Community Organization

*Food 4 Less discretion

Strategy

Store Front Events– 28 Events per month

» 10 x 10 Food 4 Less Branded Event Booth

» 3 Brands per Booth» Product Sampling/Premium Giveaway» Brand Banners & POP» Spin To Win Wheel» Music Balloons and free Giveaways

–El Ahorro Event Advertisement/Brand Flyer

» 50,000 per mo» Targeted Event Specific

–Food 4 Less Ad Support*» Savings Guide/ Event Flyer» Display Support*

*Food 4 Less Discretion

Program Elements

Community Events-Parishes & Festivals– 4 Events per month

» 10 x 10 Food 4 Less Branded Event Booth » 3 Brands per Booth» Product Sampling/Premium Giveaway» Brand Banners» Spin To Win Wheel

–El Ahorro Event Advertisement/Brand Flyer » 50,000 per mo» Dist 195 Hispanic Catholic Parishes» Targeted Event Specific

–Food 4 Less Community Rewards» Education & Enrollment

*Food 4 Less Discretion

Program Elements

Booth Layout Example

Monthly Program Sponsorship– 32 per mo

• 28 Store Front & 4 Parish/Festivals– 1 Custom F4L Mercadito 10 x 10 Booth

• Partner with 2-3 Major Brands• Sampling• Coupon Distribution• Premium & Collateral Giveaway

– El Ahorro: Targeted Store/Event Specific Advertisement• Promoting Events 1 wk prior, 100,000 Households per month• Distribution at 195 Hispanic Catholic Parishes  

– Featured Display Each Month*– Food 4 Less Advertisement*– Cost per Event: $ 700– Cost per Month $ 22,400

*Food 4 Less Discretion

Community Partner Program Sponsorship

Our Contact Info….

Latino Communications, Inc.9905 Painter Ave Ste Q

Whittier CA 90605

562-941-7333 Ph

562-941-7344 Fx

Ed Alvarez

President & Publisher

Elahorro@verizon.net

Scott Hendry

C.E.O.

Latinocom@verizon.net

Eddie Alvarez Jr.

Operations Manager

Eddielci@verizon.net

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