Guidelines for Developing a
Hispanic Outreach Program
Forest Service Civil Rights
Washington Office
Diversity and Outreach Branch
Pedro M. Nieto
Equal Employment Manager
pmnieto@fs.fed.us
202-205-0999
(TTY):711
1/13
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The Approach
Gathering Data
Marketing Strategy
Community Outreach
Be Ready for Success
Overview
2/13
A.
Efficient provision of
services to underserved
populations requires the
same skills and planning
as any well thought-out
marketing campaign.
B.
Multiple strategies,
persistence, sensitivity to
audience response, and a
willingness to learn are
successful strategies for
reaching a target audience
regardless of whether the
goal is to sell automobiles
or publicize available
services.
The Approach
3/13
C. General knowledge about the
Hispanic culture as well as specific
facts about Hispanic individuals in
the local community can be easily
found and used to develop a cogent
outreach program--one that
delivers useful services in a manner
compatible with the target
audience.
For instance, the very term "Hispanic
culture" is at best a general phrase for the
many different subcultures that comprise
the Hispanic influence in America.
Differences across the nationalities exist
although similarities across these
subcultures contribute to the development
of values and cultural norms
characteristically called Hispanic.
The Approach cont.
4/13
 The
similarities include across the
subcultures:

Use of the Spanish language;

Importance of the family and
religion in daily life;

The role of the male role which is
sometimes more dominant than in
other cultures as transformed from
previous generations (collaboration)

Protocol in social relationships
which can frequently be more
elaborate than in casual mainstream
America; (personal nature of
relationships, even business ones).
Gathering Data
5/13

It is necessary to gather particular facts
about the Hispanic Americans in the state or
community:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What part of the general population is Hispanic (both
number and percentage)?
Which Hispanic subcultures are significantly present (e.g.,
Cubans, Mexicans, Puerto Ricans, Central or South
Americans?)
In which neighborhoods do Hispanics live?
Are they concentrated in certain areas or counties?
To what extent are they literate in Spanish and English
(consider verbal as well as written skills)?
What portion of Hispanics are considered low-income by
federal guidelines?
What portion appear to qualify for entitlement programs,
scholarships or other grant programs?
What assistance are they now receiving and how have
these programs reached them?
To what extent are Hispanics with disabilities getting
needed services?
Do gaps in services exist and if so, why?
Gathering Data cont.
6/13
 Be
mindful
 However, like any other culture, the
Hispanic population is comprised of
individuals. As such they may hold
positions which vary from the commonly
understood cultural similarities of the
group.
 This is an important consideration as
marketing plans are developed. While
recognition and consideration of cultural
similarities is essential, it is equally
important to guard against perpetuation
of stereotypes.
 Marketing plans, to be successful, must
always consider the individual consumer.
Gathering Data cont.
7/13

As former recruiter with the Army I
identified and tested strategies to reach the
Hispanic community and confirmed what
experienced marketers know and practice.
 Once a knowledge base about Hispanic culture and
local demographics is established, outreach
efforts can be planned.
 There is no single approach that will be successful
in reaching all individuals in the community. Even if
local data indicate that all the Hispanics in the
community reside in a rural or urban environment,
the differences in age, gender, nationality, education,
literacy levels, and family status would still
influence the success of a single outreach effort.
 Various approaches and the flexibility to adjust
those approaches will be needed no matter which
underserved population is targeted.
Marketing Strategy
8/13

The approach can vary with the
nationality but certain aspects are
obvious, such as the use of the
Spanish language to reach
Hispanics;
1.
A Hispanic individual with strong
cultural ties to the community will
be a more effective
spokesperson.
2.
Bilingual and Hispanic staff can
help decrease language barriers,
validate the program to those
Hispanics who may not be
comfortable outside their own
culture, and they increase the
programs capabilities to serve all
of the community.
Marketing Strategy cont.
9/13

The specific message and approach
points the way to avenues of
communication;
 Local television or radio station that broadcasts in
Spanish
 Is there a Spanish-language newspaper? If so, then public
service announcements may be a good outreach effort.
 Flyers and posters in predominantly Hispanic areas and in
popular Hispanic gathering places may also be effective.
 Perhaps there is a local Hispanic-run graphics business
that would assist you in creating colorful and eyecatching brochures or public service announcements.
 Target qualified pools of individuals
Marketing Strategy cont.
10/13
 One
should not overlook the
personal touch.
Because of the value placed on
personal relationships and
personal respect in Hispanic
culture, this is an especially
important area for Hispanic
outreach efforts, and one that
should not be overlooked for
any targeted group.
Community Outreach
11/13

Suggestions for future leads
(pipeline)
1.
Staff visits to Hispanic community organizations and
leaders can spread the word of the program's
existence and its capabilities to help.
2.
A social service agency active in the targeted area
may also be tapped to help with referrals. But the
agency/agents needs to be thoroughly familiar with
the program's services.
3.
A presence at Hispanic festivals and other community
events and strong contacts with community-based
Hispanic organizations must be ongoing and personal
4.
Look at educational institutions such as; technical
schools, community colleges, universities, local
career fairs and other federal agencies.
Community Outreach cont.
12/13
 Successful outreach is just
the first step.
A.
Regardless of the targeted population, a
willingness to be guided by that particular
culture's ways of communicating and a
sensitivity to the individual's right to
equality and fair treatment "cultural
sensitivity" need to guide the program's
fulfillment efforts.
B.
It is also necessary to deliver the goods!
Once Hispanic individuals begin contacting
the program, you must be ready to
respond to, emails, phone calls and visits
by Spanish-speaking clients.
C.
Quality services delivered efficiently and
effectively to everyone making up the
American community is a goal which needs
no clarification.
Ready for Success
13/13