Stanley Works Launches Its Hispanic Marketing Campaign to Help Grow Skills and Build Knowledge Among Hispanics in the Trades

Stanley Works announced today its launch of a nationwide Hispanic outreach program called “Hazla en Grande” — which translates to “Make It Big” in English — during its media debut at the 2009 STAFDA convention. The initiative is designed to provide materials that will build knowledge and/or skills among Hispanics working in the construction trades. During the event, Todd Langston, director of marketing for Stanley, issued an open invitation for all distributors to participate in the program and begin offering the Stanley materials to their base of Hispanic customers.

For captions Click Here

Related Info HEG Media Kit Images

This bilingual initiative provides a variety of materials designed to attract, educate and inspire Hispanics during their journey to a successful career … possibly even a path to business ownership. Materials include training videos, pocket translators, books, and other exciting program elements that will engage Hispanics on a cultural level.

“Stanley is committed to support Hispanic workers and we firmly believe that our products will indeed become the Hispanic’s tool of choice, if it isn’t already. However, our goal is to earn their preference through building trust and providing knowledge,” said Scott Bannell, VP Brand Management at Stanley Works.

The training video collection covers practical topics such as framing, drywall, roofing, finish & trim, and techniques for mechanics. Each 25-minute video provides tips & techniques for selecting the right tools, estimating a job, preparing the jobsite, and meeting building code requirements as well as valuable safety tips for working around the jobsite.

The pocket translator is an English-to-Spanish/Spanish-to-English guide to translating more than 2,000 commonly used construction terms on the jobsite. By design, this guide can be used by Spanish speakers and English speakers alike for more effective jobsite communication.

The Book “Learn to Earn” provides basic information for workers who want to start their own business. It includes advice from industry experts, key information from industry associations, and insight from entrepreneurs who have succeeded in establishing their own companies.

Alfredo Garza, Marketing Director at AC&M Group, the advertising agency that created the initiative, said “Stanley will support the educational and training efforts of the National Hispanic Contractors Association (NHCA) and its 11 chapters that operate a regional level,” said Garza.

In addition to the educational materials, Stanley has selected Jose “Lupe” Esparza as its spokesperson for the initiative. Esparza is a well-known vocalist, composer and songwriter for the Mexican band called Bronco. “Lupe Esparza is a well-respected celebrity in the Hispanic community, not only for his artistic talent, but because his story as a living example of hard work, dedication, and success in achieving big dreams,” said Bannell.

For more information about “Hazla en Grande,” visit the website http://www.hazlaengrande.com or contact Todd Langston or Alfredo Garza.

About Stanley Works
Stanley Works, an S&P 500 company, is a diversified worldwide supplier of tools and engineered solutions for professional, industrial, construction and do-it-yourself use, and access security solutions for commercial applications. For over 165 years, Stanley(R) brand has been synonymous with quality, reliable products. Its well-known tool and storage brands include Stanley(R) as well as FatMax(R), Facom(R), Bostitch(R), Jensen(R), Mac(R), Proto(R), La Bounty(R), Vidmar(R), and InnerSpace(R). Security Solutions brands include Stanley(R), Best(R), National(R), HSM(R), Blick(R) and Frisco Bay(R). Additional information about Stanley Works can be found at http://www.stanleyworks.com.

About AC&M Group
AC&M Group is a Charlotte based and independently owned marketing firm founded in 2001. AC&M specializes in using cultural insights to connect with consumers. For AC&M a culture goes well beyond an ethnicity, and any group with shared values and passions will respond to targeted and relevant communications. Under this principle, deeply rooted in research, AC&M has for the past 5 years developed and executed successful programs for clients such as Batanga, National Gypsum, Lowe’s Home Improvement, Stanley Tools, Televisa, American Airlines, Eurosport, Comex, Best Mexico, and GMAC Insurance, among others. For more information, please visit http://www.acmconnect.com.

• Firms Launch “Buy Puerto Rican” Ad Campaign
• Census Bureau Launches 2010census.gov in Spanish
• Dania Ramirez Launches “Clean Makeup for Clean Water” Campaign For CoverGirl
• Puerto Rico Tourism campaign gets warm response in Big Apple debut
• New Hispanic Commercial Shoot for 2010 U.S. Census
• La ‘éne•bé•a’ (NBA) campaign targeting Latinos is making big ‘esplashes’
• On Monday November 16, The Clorox Company will launch a new TV campaign for the Hispanic market created by Alma DDB in which Pine-Sol will put four traditional cleaning fragrances to really work, so that they do much more than just aromatize.
• Build A Word-Of-Mouth Campaign
• The Department of Homeland Security (DHS), U.S. Citizenship and Immigration Services (USCIS) has selected interactive agency Sensis to launch a targeted advertising campaign to increase participation in the E-Verify program
• The Boy Scouts are making their debut “en espanol,” with an advertising campaign and a soon-to-come Spanish-language Scout Handbook intended to draw Latinos to the ranks of the nearly century-old organization.
• American Pet Products Association (APPA) Launches Pets Add Life PSA Campaign in Spanish
• Kingsford® Launches Hispanic Campaign Targeting Soccer Fans on ESPN Deportes
• Novamex, Sigma Foods Join Abasto(TM) Magazine Advertisers
• Advertisers aiming dollars at Hispanics Companies target Spanish media, community events
• Espn Deportes Launches Its First Sportscenter Ad Campaign
• Boost Mobile is running a new integrated marketing campaign that reaches out to a Hispanic audience. The new campaign is an extension of the “Sin abusos” campaign, which launched back in February.
• Fifth Third Bank has launched a marketing campaign tailored to the growing Hispanic population in certain markets. – The campaign is entitled “Las cosas que hacemos por los suenos,” or “The Things We Do for Dreams,” and is expected to run throughout the year in Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids, and Indianapolis.
• Farmers Insurance Emphasizes ‘Right Fit’ Coverages for Consumers in New Ad Campaign Featuring Renown Actor/Director Edward James Olmos
• BBVA Compass Launches Campaign with strong Hispanic Component
• American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign – (commercial included)