GEORGETOWN, TX—Dora Tovar and Judith Manriquez have combined their general market and Hispanic public relations expertise to launch the new venture, Tovar Manriquez Group.
According to Tovar, the firm was formed “to respond to the growing demands by clients and other companies seeking to respond to the market’s changing demographic by offering communications services that not only speak the same language but speak to a consumer’s culture and traditions.”
There are more than 38.8 million Hispanics in the U.S. and the U.S. Hispanic market constitutes the fifth largest market in the world. Hispanics controlled $653 billion in spending power in 2003. And according to a recent Selig Center study, this number is expected to reach $1,014 billion in 2008, outpacing African-American purchasing power.
“Few companies have already begun to integrate their advertising messages to reflect a complete Hispanic brand presence,” says Tovar. “This can’t be achieved in 30 or 60 seconds. It takes a comprehensive approach: website presence, public relations, community outreach and philanthropy to make that brand consistent and relevant.”
Tovar Manriquez will help companies identify similarities and differences in target audiences to determine specific demographic subsets; craft messages that make targeted communities feel good about a company’s products, services, issues or ideas; determine culturally appropriate outlets for those messages; and help clients build long-term positive relationships with their customers.
Tovar has more than 17 years’ public relations experience working with advocacy organizations, government agencies and corporations in California, Texas, Washington, D.C. and New York. Manriquez is a founding partner of GX Creative Communications, a strategic and tactical marketing firm that works with growing businesses with a significant presence in Texas.