The following post was written by Katherine Hudson, TMN’s media buyer.

After 25 years of media planning and buying, I’ve found that just when you’re certain about some characteristics of the industry, the landscape changes.

One major change in the media landscape is the rapid growth of the Hispanic population. According to Census Bureau data, the Hispanic population grew by 43% between 2000 and 2010. That’s four times more than the entire nation’s growth rate during the same period.

What did that change mean for media professionals like me? It meant taking the time to learn about this demographic and understand their needs and preferences, what motivates them, and how they make decisions.

I encountered my first national Hispanic campaign eight years ago while working as a consultant for an international public relations firm in Washington, DC. The firms client was launching its first national Hispanic outreach initiative on financial literacy in major Hispanic markets across the country. Mortgages, the best way to save for college and investing were just some of topics covered.

Surprisingly, not much was known at the firm about how best to plan and execute a national Hispanic campaign. An agency in California was used to develop the creative components of a radio, print and web campaign.

I’d like to share with you three lessons I learned from that experience. I hope they’ll help you see Hispanics as not just another target audience, but a demographic whose unique characteristics must be understood before any planning takes place:

• Look Beyond the Label. The word “Hispanic” doesn’t adequately define a demographic with such a complex identity. This group is a made up of multiple cultures with different dialects, traditions and beliefs. Attempting to produce one print advertisement that is universally understood and accepted by all Hispanics is a challenge. Likewise, producing a radio spot that collectively appealing is equally challenging. I’ve learned that it is essential to adjust regional methods of planning buying based on the characteristics of the Hispanic community that a client is seeking to reach.
• Family comes first. Despite their differences, one fact that holds true for the Hispanic population is the importance of family. Three-generation households are common. Events bring together multiple cousins and siblings to discuss not just family news, but current events and issues affecting their loved ones. That’s why it is important to consider the family dynamic when reaching Hispanics. On a related note, multiple studies show that household decisions tend to rest with the woman of the household. Hispanic women are much more likely to access information online than Hispanic men. This becomes a key point when attempting to create brand loyalty for your client or convey an initiative.
• Connect with Communities. I’ve found to truly reach multiple Hispanic cultures across the United States, you have to reach out to the media that moves them in the communities that they call home. You must understand communities’ concerns and develop messages that address them. Then, coordinate a media buy with community involvement through events, sponsorships, and strategic partnerships to best serve their specific interests. The campaign required us to organize tutorials in each of the targeted markets. Our radio partners were key in securing locations and event production. Of course, the seven basic principles of media planning and buying apply for any demographic group. These include:

1. Use the appropriate research service to identify and isolate the media habits of your desired audience.
2. Access the most recent ratings of media available within the market.
3. Determine the best mix of media for the desired outcome of the campaign.
4. Negotiate the best rates possible ensuring significant “reach and frequency” of the commercial message.
5. Negotiate added value, bonus spots, editorial opportunities, sponsorships, and event participation for additional “no charge” exposure.
6. Monitor the campaign to ensure it runs as contracted.
7. Provide the client with an accounting of the true value of the media campaign including bonus exposure.

Together, these principles not only ensure a winning campaign on paper, but also create real and positive change in a community.