Excellence in Hispanic Direct Marketing Corporate Award
The DMA Directo: Council for Hispanic Marketing annually presents the Excellence in Hispanic Direct Marketing Corporate Award, bestowed upon a company that successfully targets the U.S. Hispanic market using the direct marketing approach - whether direct mail, telemarketing, DRTV, Internet, etc.
Nominating Criteria
The company must meet the following criteria:
Has been consistently targeting the U.S. Hispanic market utilizing direct marketing and its tools for 5 years or more
Can be multinational, but must have a U.S.-based operation that specifically targets the U.S. Hispanic market
Fosters the principles of diversity among its employees, including promotion/hiring of Hispanics in key positions — whether at the executive or operational levels of the organization
Has contributed to the well being of the marketplace, by promoting and supporting a better understanding among diverse populations. This can be realized through direct, or indirect, funding of:
Community-based or national efforts
Educational endeavors
Health awareness programs
Other Hispanic community-driven activities
Has proven "success stories" in the Hispanic market
Past Winners
2007-Lexicon Marketing
Lexicon Marketing is headquartered in Los Angeles, California, and is the leading pure-play direct marketer to the U.S. Hispanic population. Over the past 30-years, the Company has emerged as one of only a few organizations that has effectively overcome the barriers to selling premium products to this demographic on a national scale. Founded in 1974, Lexicon’s core ESL product, Inglés Sin Barreras (ISB), has garnered exceptional customer satisfaction ratings, market share greater than ten times that of its nearest competitor and 95 percent brand awareness. Lexicon has leveraged the considerable brand presence built for ISB into a platform of growth by launching a variety of products and vehicles to build the Sin Barreras (without barriers) brand, which is synonymous with acculturation and advancement in the Spanish speaking market.
2005 - Oblate Missions
Oblate Missions is the ministry and development office of the US Province of the Missionary Oblates of Mary Immaculate. It came into existence in 1915, as the Mary Immaculate League. It facilitates the acquisition of funds and materials for Oblate missionary endeavors on behalf of the poorest of the poor in the most difficult mission areas around the world. Oblate Missions promotes outreach and ministry to U.S. Hispanic households. Its Spanish-language database is national in scope and supports an integrated, multi-channel mix of direct mail, promotions, telephone, Internet, magazine promotions, face-to-face cultivation, alternative media, and special events. Oblate Missions began outbound communications to US Hispanic audiences in the late 1970s. The company’s donor-base communications have been expanded and integrated to provide Spanish language capabilities in new name acquisition, donor renewals, three monthly clubs and planned giving.
2004 - People en Español
2003 - Verizon Communications
For more information, please contact Kelli Hornachek at (212) 768-7277 ext. 1514 or khornachek@the-dma.org.
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