2012 Summer ¡En Contacto!

Summer 2012 SponSored by enterpr i S e b ank & truSt

pg. 4Spotlight:

Maria taxman

pg. 8hiSpanic MillennialS:

The Future of america

pg. 12the Do’S & Don’tS of

hispanic Marketing

Dear Member /Readers,

Is summer over already? The reason it must have flown by for us is because the Hispanic Chamber has had so many events and we are already gearing up for more!

The inaugural class of the Latino Leadership Institute graduated on June 15th. The first class was an awesome success and we look forward to Class II beginning this October. It is our hope this program will develop the next generation of Hispanic leaders in our community. In July, the Hispanic Chamber hosted an event celebrating Gilbert Bailón’s appointment as editor of the St. Louis Post-Dispatch. And in August, we held our 4th Annual Hispanic Speakers Series, featuring Consuelo Madere of Monsanto Company. This event is designed to highlight men and women of Hispanic origin who are making significant contributions to our region and/or the country. Consuelo is a great leader in the St. Louis business community, and we were honored to have her as our keynote speaker!

In September, the HCC STL Foundation will have its 6th Annual Golf Classic. This event is always a lot of fun and a great way to support the Hispanic Chamber’s charitable arm. The Foundation’s aim is to accomplish charitable purposes, focusing on the Hispanic community of the metro St. Louis area. In October, we will have our annual Board of

Directors Elections. If you or someone you know would be an asset to our Board and would like to help formulate the Hispanic Chamber’s future, please contact me.

In addition to our special events, we also have our monthly Educational Forum Lunch and Learn series as well as our Business After Hours events. All of the information for these events is listed on our website — www.hccstl.com. I encourage you to participate in these, as they are a great way to take advantage of your Hispanic Chamber membership, hone your skills and connect with business leaders in the community.

Over the past 30 years, we’ve worked hard to become the cornerstone of the Hispanic business community. We look forward to working toward this same goal for years to come. It is because of the amazing support of our membership and corporate sponsors that this has been a possibility.

Thank you,

Karlos RamirezExecutive Director

Over the past 30 years, we’ve worked hard to become the cornerstone of the Hispanic business community. We look forward to working toward this same goal for years to come.

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summer 2012 HISPANIC CHAMBER OF COMMERCE

Welcome New Members!By joining, the following individuals and companies have decided to make an investment in the Hispanic Chamber of Commerce and our community at large. We encourage you to find out more about them and, whenever possible, to use their services. If you would like more information about any of these individuals or organizations, please contact us at: 314.664.4432

£ A SmAll WorlD lAnguAgE ProgrAm

£ AlmAS DEl rItmo DAncE comPAny

£ AmErIcAn rED croSS — grEAtEr St. louIS rEgIon

£ BoulEvArD ProDuctIonS llc

£ cArloS SuArEz

£ crAtEx contAInEr corPorAtIon

£ ForSyth School

£ hoW to BE hEAlthy WIth nAturAl SugArS

£ mArchErIE vAzquEz

£ mISSISSIPPI vAllEy lIBrAry DIStrIct

£ PuEBlo nuEvo mExIcAn rEStAurAnt

£ rIoS hEAtIng & coolIng

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£ ShErAton WEStPort hotElS / DouBlEtrEE WEStPort

Summer 2012

member Spotlight: maria taxman

Persistence, curiosity and hard Work Do Pay off

hispanic millennials: the Future of America

Welcome our newest Silver Sponsor

the Do’s & Don’ts of hispanic marketing

hispanic Speakers Series Featuring consuelo madere

Ameren’s Diversity outreach

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The purpose of the “Spotlight” column is to highlight notable

Hispanics that are members of the Hispanic Chamber. We

want to share their stories, their history and why they love to

call St. Louis home. If you have a suggestion for a “Spotlight”

story, please contact Emily Davis at: [email protected]

Member Spotlight

Maria TaxManMaria Taxman is a true St. Louis treasure. She

came from her native Honduras to study Business

at Saint Louis University. During her time there,

she met her husband and has called St. Louis

home ever since, raising her two daughters here

as well as building a successful career. Maria

served as the President of Chesterfield Trading,

Ltd and gained more than 30 years of experience

in international business. She currently runs the

Brassavola Group, a consulting firm that helps

corporations and organizations penetrate the US

Hispanic market and build culturally sensitive

consumer connections.

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summer 2012 HISPANIC CHAMBER OF COMMERCE

Member Spotlight

Maria TaxMan

Maria Taxman is also a Hispanic advocate and avid community volunteer. She has been Honorary Consul of Honduras in St.

Louis since her appointment by the President of Honduras in 1994. Beginning in 1998, she served three 3-year terms on the United States Hispanic Chamber of Commerce. In 2003, she was appointed by Mayor Francis Slay to be a Commissioner of the St. Louis Regional Arts Commission. In 2005, she was appointed by President George W. Bush to serve on the Advisory Committee for Trade Policy and Negotiations.

She is currently the Vice Chairman of the Board of the National Children’s Cancer Society and is a Board Member of the Opera Theatre Company of St. Louis and Upstream Theatre, President of the Board of the National Hispanic Professional Organization and a member of the Advisory Board of the Michael and Barbara Newmark Institute for Human Relations.

Maria has also been actively involved in the Hispanic Chamber over the years. She is a Past Chairwoman of the Board of Directors, was named the “Business Woman of the year” in 1999, “member of the year” in 2002 and “hispanic Business Person of the year” in 2006.

Why are you involved with the Hispanic Chamber?MARIA TAXMAN:Initially, I became involved in the Hispanic Chamber to help build my business and to enhance my business connections. This is probably the main reason that most people join a chamber of commerce. It was more of what can the Hispanic Chamber do to help my business. As I became more involved, serving on the board of directors for several years and participating on various committees, that my passion developed in what can I do to help our Chamber better serve our Hispanic Community. The opportunity I had, when I represented the Chamber in Washington, D.C., (United States Hispanic Chamber of Commerce), fueled my passion to help Hispanic entrepreneurs on a national level. We worked in extraordinary ways to advance the Hispanic business community and ease entry in all markets. Being involved in the

Hispanic Chamber gave me the opportunity to meet people from all over United States whose focus was growing Hispanic businesses.

What is your favorite thing about St. Louis?MARIA TAXMAN: I love St. louis! It’s a place where the arts are alive and a multitude of different cultures prosper and grow. We embrace the arts, from local fairs to theatre, opera, symphony and more. Our city is filled with so many wonderful museums, historical venues, and entertainment vehicles, all so easily available in distance and cost. My absolute favorite St. Louis spot is Forest Park. How can you not love this place? The Muny Opera, where my girls jogged and biked on the many trails and home of a wonderful world class zoo. Forest Park is a real treasure.

What is the most unique thing about being Hispanic in St. Louis?

MARIA TAXMAN: The most unique thing about being Hispanic in St. Louis revolves around education. It has been as if I was a goodwill ambassador for Honduras, Central American and the Latin world in general. People hear my accent and start asking questions about…where I’m from and about my background. It really becomes a wonderful cultural exchange. As my girls grew up, I was called upon to speak at their schools about my homeland and Spanish customs. The response from the students was always genuine and exciting.

“�The most unique thing about being Hispanic in St. Louis revolves around education.”

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Persistence, Curiosity and Hard Work Do Pay Off….Just ask olivia lopez, Enterprise Bank & trust

Olivia Lopez, vice president and manager of the International Banking Department at Enterprise Bank & Trust, a Hispanic Chamber of Commerce

of Metropolitan St. Louis (HCCSTL) corporate member, credits three traits that she possesses that have served her well throughout her personal life and professional career — persistence, curiosity and hard work.

Olivia knows that curiosity, persistence and willingness to work hard are necessary to achieve goals. Her story is both inspirational and a testament to what can be achieved from sheer determination.

Olivia came to the United States from Mexico City, Mexico with her family in 1959. “I remember crossing the U.S.—Mexico border into Texas at 12:05 a.m. on New Year’s Day. What a way to begin a new life,” she said.

The first spoken English word she said was “Candy.” She explained that when the train her family was riding to come to the United States made its first stop, she told her father she was hungry. He gave her some money and told her to go to the store at the train depot to get something to eat. When she walked into the store, the cashier asked if he could help her. He didn’t know Spanish. She didn’t know English. She pointed to the candy section. He picked up a Baby Ruth Candy Bar and said “Candy.” She repeated what the cashier said. She paid for it and joined her family on the train.

The youngest of 12 children, Olivia was raised by her older siblings. Her mother died when she was one-year-old. When she immigrated to the United States at age 11, she had to learn English. Olivia credits her ability to learn English quickly to two situations – her desire to learn everything about anything and her love of baseball.

“Baseball is the same in every country. When my family watched it on television in Kansas City, we quickly picked up words that were already familiar to us in Spanish,” she said. This life-long baseball fan loves the Kansas City Royals and the former Kansas City Athletics. When Kansas City was the host of the 2012 All Star Game in July, Olivia and her family attended the series.

Olivia has spent nearly 40 years in the banking industry. When asked why she started her career in banking, she explained that she saw an opening at a local Kansas City bank in the international department. It was her desire to learn about different countries that piqued her curiosity to apply for a job.

“I was like a sponge in school. I didn’t want to be late…ever. I always wanted to learn,” explained Olivia.

“I went to the library every week to check out books about different countries. I loved geography and learning about different cultures. What I found fascinating was to learn why currencies in other countries would have different size coins or different colored bills. When the job opening came up with the International Banking department at a local bank, I thought it would be a good opportunity to learn more about cultures,” said Olivia.

“ Persistence is your best friend. When you have a goal, you need to be persistent in order to achieve it. Don’t take no for an answer”6

summer 2012 HISPANIC CHAMBER OF COMMERCE

Persistence, Curiosity and Hard Work Do Pay Off….Just ask olivia lopez, Enterprise Bank & trust

Her first job was an entry-level position where she worked for a number of managers. Olivia explained that she took on additional assignments because she wanted to understand what her managers were doing. “I always asked the questions, ‘How does this help our clients? How does this help people in other countries?’ This is what intrigued me. I wanted to learn as much as possible. This is where I had empathy for immigrants who came to the United States,” said Olivia.

Her persistence and curiosity paid off. A senior manager within her department noticed her drive and work ethic. He later became her mentor, and she still refers to him as her mentor. Throughout the course of her career, her mentor would give her advice and recommend that she apply for positions with other local banks in their international departments. Olivia has started

several international banking departments for banks. The most recent was in 2006 when she was asked to come to Enterprise Bank & Trust to launch its international banking department. She now oversees a team of four and manages the operations for the company’s locations in St. Louis, Kansas City and Phoenix.

Enterprise Bank & Trust’s International Banking Group provides a variety of services that include:

•� Import�and�export�letters�of�credit

•� Standby�letters�of�credit•� Import�and�export�collections•� Clean�check�collections•� Foreign�exchange

The bank provides comprehensive financing packages, specifically designed to fit your circumstances, in conjunction with the U.S. Export-Import Bank, Small Business Administration, state government trade programs and private sector insurance companies. It also provides foreign exchange trading services, including competitive quotes for spot and forwards to help protect clients against, or take advantage of, exchange rate volatility. Also, Enterprise’s International Banking group can transfer funds abroad on behalf of clients and offer foreign drafts in major foreign currencies. The bank is a member of the Society for Worldwide Interbank Financial Telecommunications (SWIFT) with a SWIFT code of ENTRUS44.

The Latino population has grown significantly in the Kansas City region over the past several decades. Olivia is committed to take active

leadership roles with not-for-profit organizations such as Guadalupe Centers, Inc., and the Hispanic Economic Development Corporation (HEDC), that are growing in their outreach to meet the demands of the community. Olivia currently serves as the HEDC Chairman of the Board, which develops and provides economic development initiatives for Latinos in the Kansas City region.

She was a member of Guadalupe Centers, Inc., which is an organization that was founded to improve the quality of life for individuals in the Latino community in the Kansas City region offering programs that range from early childhood education and promoting cultural events to facilitating access to health care and social services and sponsoring social events to engage and educate diverse communities. Olivia served as treasurer for nine years and during this period was involved with the fundraising and overall accounting operation for the building of a $6 million facility for the group. “Both of these organizations are vital instruments in our community,” Olivia explained.

Olivia has four grown children and four grandchildren. “My father used to say, ‘Be proud of where you come from and be proud of where you are going.’ This is what my husband and I taught our children and what our children are teaching their children,” said Olivia.

“I was blessed to be born in Mexico. I was blessed to come to America. I have the best of both worlds,” added Olivia.

To contact Olivia Lopez about Enterprise Bank & Trust’s International Banking Department, please call 816.714.1801 or email: [email protected].

If you have questions about Enterprise Bank & Trust, please contact Robyn Heidger, Senior Vice President, Community Development by calling 314.810.3735 or email: [email protected]. 7

Companies and institutions are recognizing both the opening and complexity that defines the “Hispanic”

market. Depending on the region of the country and specified sub-market, the “Hispanic” category is a conglomeration of subgroups fused by roots extending into Latin American cultures and a connection to the Spanish language. Whether targeting established Spanish-speakers with products and entertainment from a native country or social media to penetrate the Disney generation, the art of Hispanic marketing has become increasingly nuanced and sliced into smaller targets. For smaller companies and businesses with few resources for marketing and advertising, peeling the onion known as the “Hispanic” market can be intimidating and perhaps too hard to draw much focus. But a lesser explored demographic for Hispanics is age, which is much younger overall than other U.S. population groups. Hence, the potential for growth looms very enticing. Latinos are a young population group in which about one third or 17 million are born after 1980 — a subgroup marketers calls “Millennials”. It includes individuals ages 18 to 29. Millennials of all backgrounds are a distinct market with some unusual characteristics even before layering on possible differences in language, cultural and identity. Generally, they are more flexible and amenable to change than their older counterparts. Millennials have been been reared in much more ethnically and culturally diverse settings that previous generations. They are more used to navigating across cultures and often have experienced an ethnically mixed education and social environment. It is well understood that they use news media and entertainment differently from their parents. They are

more likely to use YouTube and social media on smart phones and electronic gadgets instead of traditional media. They stay connected through a wide array of outlets using websites, blogs, Twitter, Facebook and texting each other. But Hispanics of all age brackets are the highest users of mobile technology to access information such as video, maps, news sites, social media, etc. Companies that rely on fixed addresses and fixed phone lines very well could be missing opportunities with Millennials. Millennials are well educated and remain in the process of getting a higher education, partly because of rising education costs and a stubborn recession that has increased the difficulty finding work, especially full-time work in a desired field. In addition, Millennials might be living with their extended families to reduce costs or because job prospects are slim. Hispanics are most likely to live in extended families. One television might be on “Sabado Gigante” while a Millennial in another room is watching YouTube and texting her friends. Hispanic Millennials are a fusion of cultures and defy easy characterization. In fact, they probably rebel against being described as a demographic profile and see themselves more independent and unique. One trend is clear, according to the Pew hispanic center: the younger the Latino in the United States, the more likely he or she is U.S. born. The Center reported using 2010 Census data that 58 percent of the 20-29 age group was U.S. born while 95 percent of the 10-14 year-old Latinos were U.S. born. That means the youngest Latinos are being educated in English and have a higher propensity to use English media and online sites than older relatives. They are ensconced in American culture

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summer 2012 HISPANIC CHAMBER OF COMMERCE

Gilbert Bailón, Editor of the St. Louis Post-Dispatch. Gilbert became the editor of the St. Louis

Post-Dispatch in May of 2012. Prior to that, Bailón had been editorial page editor of the Post-Dispatch

since November 2007. He previously worked at the Dallas Morning News, where he was vice president

and executive editor. Bailón also worked at the Fort Worth Star-Telegram, The Los Angeles Daily News,

The San Diego Union and The Kansas City Star.

while their larger families might be less so. The Millennials are most likely to speak English well and some are fully bilingual. They haven’t shorn the native culture and in some cases operate fluently in two worlds in school or work and another at home. They can maneuver comfortably in different languages and technological platforms. Language, music and culture are interchangeable and slide to fit the proper moment, either talking to relatives in another country or texting across the street. That bilingual/biculturalism can open career doors and opportunities that the Millennials might not have fully realized. And the time is right for employers to recognize the power of this hybrid cultural engine. Businesses of all sizes and wherewithal are seeking new customers and new employees. Small business and non-profit groups, however, often have limited budgets and personnel.

EntEr thE hISPAnIc mIllEnnIAlS: their drive, flexibility and tech-savvy lifestyles can create ways to grow a business and a potential employee.

* St. Louis is replete with colleges and junior colleges throughout the region. You don’t need to be a huge company to provide an internship or practical learning. Many have student organizations that can offer a point of entry into a pool of talented people trying to get launched outside of the classroom.

» Latinos in larger companies and those who own smaller businesses can offer great hands-on mentoring. That personal guidance is a tool to keep some of the Latino students in the St. Louis region and potentially hire into some Latino-owned businesses.

» Every sized business or institution needs a significant presence in the digital and mobile arena. That can be foreign ground for some but not for most Millennials, who navigate and understand how to use social media and other tools from posting events, E-vites, online discounts and basic customer information that can be the difference in getting a new customer.

» A number of Latino-owned small businesses and restaurants offer great products but might lack a freestanding website that includes fundamentals such as the address, phone numbers, hours of operation and maps that can assist all customers, including Millennials themselves. Too many small businesses rely on bigger online aggregators to carry their flag, which might or might not be what is desired. Basic websites are not expensive and the Millennial set might have the know-how to make it happen with basics like showing the menu, hours, phone number and how to order a product online.

» The biculturalism can offer a bridge between traditional clients and tech-savvy customers who want to save time and money using their computers or electronic gadgets. A Smartphone no longer is exclusive to the better-to-do customers. The language and cultural connection is a special blend that makes Hispanic Millennials so interesting and potentially effective in filling gaps.

Despite a rough economy that has delayed their career growth temporarily, Hispanic Millennials are optimistic and poised for better times. Latino businesses, non-profit organizations and our community should be strengthened by their special skills and openness. They are ready for a chance.

The Hispanic market can seem so tantalizing to companies and industries searching for new growth opportunities. After all, 52 million Hispanics live in the United States and belong to the group, which grew at four times the rest of the U.S. population according to the 2010 Census.

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Wells Fargo Advisors is proud to be a member of the Hispanic Chamber of Commerce Metro St. Louis and is grateful for the work the Chamber is doing to promote and grow businesses in the St. Louis region. Our brokerage firm, based here in St. Louis, is a non-bank affiliate of Wells Fargo & Company, one of the nation’s largest, strongest, and most respected financial institutions.

With more than 5,000 team members in the St. Louis region, Wells Fargo Advisors is the third largest brokerage firm in the United States based upon the number of financial advisors.

The firm’s driving force for success is to help our clients succeed financially – and with groups such as the Hispanic Chamber working to help its members achieve financial success, our partnership can help make our communities a better place to live and work.

As we work to help our clients succeed financially, we remain dedicated to the communities in which we serve.

Through dedicated volunteer efforts, philanthropy and community involvement in St. Louis and across the United States, Wells Fargo Advisors

is committed to building strong and vibrant communities, improving the quality of life, and making a positive difference in the communities where our team members live and serve.

The focus of the firm’s community efforts center on education, civic leadership, arts and culture and health and human services – all areas of interest to the Hispanic business community.

Wells Fargo Advisors understands it is only as strong as the communities in which it serves. That’s why the company actively supports programs and nonprofit organizations serving Hispanics and other people of color through grants, sponsorships and volunteer activities.

Wells Fargo Advisors is pleased to be a new member of the Hispanic Chamber of Commerce. Through our partnership, we can work together to help our region, our communities and all those who call the St. Louis area home.

Welcome our NeWest Silver SponSor

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summer 2012 HISPANIC CHAMBER OF COMMERCE

HiSpanic SpeakerS SerieS Featuring Consuelo MadereThe�Hispanic�Chamber�of�Commerce�was�pleased�to�welcome�Consuelo�Madere,�Vice�President�of�the�Global�Vegetable�and�Asia�Commercial�at�Monsanto,�as�the�keynote�speaker�at�the�Hispanic�Speakers�Series�on�August�10.�The�Hispanic�Speakers�Series�is�designed�to�highlight�men�and�women�of�Hispanic�descent�who�are�making�significant�contributions�to�the�St.�Louis�community�and/or�the�country.�Over�120�Hispanic�Chamber�members�and�supporters�were�in�attendance�at�this�event�as�Madere�addressed�“Leadership:�What�it�is�and�why�it�matters.”�

“We�were�so�pleased�to�have�Consuelo�Madere�as�our�keynote�speaker�at�this�event,”�said�Karlos�Ramirez,�Executive�Director�of�the�Hispanic�Chamber.�“As�the�highest�ranking�Latina�at�Monsanto�Company,�a�global�agribusiness�with�more�than�20,000�employees�and�more�than�$11�billion�in�annual�sales,�Madere�can�attest�to�the�importance�of�leadership.�This�event�was�a�great�benefit�to�everyone�who�attended.”�

The�proceeds�from�this�event�will�benefit�the�Hispanic�Chamber’s�Capital�Campaign,�which�kicked�off�in�April�with�generous�donations�from�Centene�Corporation,�Enterprise�Rent-A-Car��and�Pangea�Group.�

“It�is�our�hope�that�this�campaign�will�be�successful�and�will�allow�us�to�purchase�our�headquarters,”�said�Ricky�Vigil,�Vice�President�of�the�Board�of�Directors�and�Capital�Campaign�Chair.�“Our�headquarters�location�is�instrumental�in�giving�our�membership�a�place�to�meet�and�telling�the�community�that�the�Hispanic�Chamber�is�not�only�here�to�stay,�but�a�viable�advocate�for�business�within�the�region.”

This�event�was�sponsored�by�Anheuser-Busch,�Inc.�The�lunch�sponsor�was�the�University�of�Missouri-�St.�Louis,�and�the�Media�Sponsor�was�the�St.�Louis�Post-Dispatch.�

For�more�information�about�the�Hispanic�Speakers�Series�or��the�Capital�Campaign,�please�contact�the�Hispanic�Chamber�offices�at�314.664.4432.

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The Do’s & Don’ts of Hispanic marketing

By martha Garcia Kampen, Sr. Partner —Kampen Consultants, LLC

Savvy�Marketers�are�mindful�of�changing�trends,�seizing�new�opportunities�as�they�arise.�In�this�time�of�economic�challenges,�it�is�especially�critical�to�“get it right.”�We�don’t�have�budgets�to�waste�on�marketing�strategies�that�are�ineffective.

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summer 2012 HISPANIC CHAMBER OF COMMERCE

ABout MArthA GArciA-KAMPEn: First-generation Mexican-American, Martha Garcia Kampen

was raised bilingually and bi-culturally. having studied in Guadalajara, Mexico, Martha launched

her career in hispanic Marketing to the u.S. With extensive experience in Marketing research,

planning and implementation, Garcia Kampen provides Generational & cultural Strategic Marketing

consultation to businesses, Educational development on cross-cultural communications and

trains corporate leaders and teams in the areas of inclusion & Diversity. contact info: Kampen

consultants, LLc 745 craig road, Suite 212, St. Louis, Missouri 63141.

888-887-6536. [email protected]; www.kampen.com

Knowing when to consult with an expert, and take in experienced advice is a skill known by seasoned professionals.

Here are a few tips for effectively marketing to the new opportunity market: Hispanic Americans. These are some of the more common marketing mistakes I have seen recur in my 30 years’ experience marketing to this demographic. By following these simple “Do’s,” you just may save some valuable time and money – while conversely, GAINING additional revenue streams for your company.

DON’T: Use your same marketing campaign, translate it into Spanish and run on Spanish-language media, expecting the same results.

DO: Create a culturally-relevant marketing campaign utilizing current Hispanic market research. A culturally-relevant campaign will incorporate your market’s values, lifestyle, needs, “hot buttons” and preferences. Don’t assume the Hispanic market will respond to the same messages as your non-Hispanic consumer base. Also, selecting the right mediums is just as important as the message. Not all Spanish media is necessary or valuable for a stated strategic objective.

DON’T: Translate your English-language marketing materials directly into Spanish verbatim.

DO: Create marketing materials in Spanish that are culturally relevant to your Hispanic market.

The fact that 70% of Hispanic Americans prefer Spanish, regardless of whether they also know English, means they will respond favorably to marketing materials that speak to them in Spanish, with an understanding of WHO they are.

DON’T: Use photographs of what you think are “typical” Hispanic people.

DO: Assure you have photographs and graphics that are relevant to your market. Don’t make assumptions on what you think are accurate representations. Making a mistake in this area can proliferate stereotypes, damaging your reputation as a culturally relevant company.

DON’T: Assume all Hispanic people in your market area are Mexican (or Cuban or Puerto Rican or any other Latino group).

DO: The fact of the matter is that the Hispanic market is comprised of many different groups of people, representing many different countries. Also, Hispanic Americans consider themselves American first, and are proud of their heritage from their ancestral country of origin; no matter how many generations-removed from their country of origin.

DON’T: Use colloquialisms in your Spanish-language advertising. They may backfire.

DO: Use “generic” Spanish. Depending on which country of origin your prospective market claims, they may have learned certain words to have certain meanings, which are different from other countries. This can translate into a misinterpretation of your message – or worse; an insult in their version of Spanish.

Whether you are considering marketing to the Hispanic people for the first time, or you’ve been exploring this market for several years, following these proven “words of wisdom” can help steer your marketing efforts to a more effective, more relevant, more profitable outcome.

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AS AMEREN’S MANAGER OF DIVERSITY, STEVE PARKS UNDERSTANDS THE IMPORTANCE OF ASSISTING PEOPLE IN NEED.So when he learned about the Hispanic Chamber of Commerce of Metropolitan St. Louis (www.hccstl.com), Parks was ready to lend a hand.

“When I first started working in diversity (nine years ago), we were doing a lot of internal work,” Parks says. “But I realized that there’s got to be work done in the community as well to engage them with our organization in order for us to have a complete diversity effort.”

When Parks learned about the Hispanic Chamber of Commerce, he started attending meetings and ultimately made sure Ameren remained a corporate member.

“Ameren needs to be in the midst of supporting the community in that way and Ameren’s name needs to be out there as an organization that is committed to it,” Parks says. “Because … sometimes, it appears that Ameren might be absent when Ameren is actually involved.”

Karlos Ramirez, Executive Director for the Hispanic Chamber of Commerce, appreciates the involvement of Parks and Ameren.

“That really gave us some anchors to hold onto as an organization,” Ramirez says.

STEVE�PARKS�SEES�AMEREn’S�DIVERSITy�OUTREACH�AS�An�OPPORTUnITy�TO�BEnEFIT�THE�COMMUnITySteve Parks, managing supervisor of Diversity, Ameren Corporation, and Hispanic Chamber of Commerce member, along with co-workers Konnie Kurrle, Michelle Spearman and Doug Mech.

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summer 2012 HISPANIC CHAMBER OF COMMERCE

“It was important to have anchors like Steve and Ameren to be a part of the organization for so much of its history,” Ramirez says.

Parks started to learn more about the Hispanic community through career fairs that Ameren participated in.

“As I learned more about their culture, I felt it is a culture that we would like to embrace as a company,” Parks says.

Parks, a self-described introvert, said the Hispanic Chamber was very welcoming.

“Usually I am the one standing comfortably in the corner looking out the window or watching the group mingle,” he says. “With the Hispanic Chamber, someone came over, spoke to me, and brought me into the fold.”

The way Parks was received is a reflection of the Chamber’s open policy in general. Their board, for instance, has African-Americans and non-Hispanics at the highest levels of leadership.

“It’s not an organization of Hispanics,” Parks says. “It’s an organization for Hispanics, and if you are for supporting their cause, you’re welcome.”

Ramirez says Parks has an open quality that has made a real difference.

“People in the Hispanic Chamber know him well, and of course he makes a great impression,” Ramirez says. “I think it also helps with race relations between African-American communities

and Hispanic communities. Not that they’re bad, but by having someone like Steve involved, it really opens the doors for a continued relationship.”

This has been a fulfilling experience for Parks. For instance, he has learned more about the Hispanic community and culture by attending educational presentations facilitated by the Hispanic Chamber.

“They had a professor from Mizzou talk about the Hispanic migration in the Midwest, and it was very valuable, very good information that I have not heard before or since,” he says.

He also got a firsthand look at Hispanic culture by attending a scholarship banquet that Ameren supported.

“The person who received a scholarship from the funds that we gave sat at our table, and when it was over, I didn’t know how their events went, but a band just broke out playing very good, very upbeat

music. And she asked me to dance. That’s when I found out how the people in ‘Dancing With the Stars’ felt because my ability next to hers – the difference was extremely visible,” Parks says, laughing.

Ameren’s support of scholarships shows the company is rooted in the present with an eye toward the future.

“It is invaluable, and I think it’s a statement of our commitment to our community and also to education,” Parks says. “You receive more than you give. I feel that Ameren has resources which are required for us to run our business, but I also think that we have enough capacity to be able to use some of those resources to benefit our community.”

For the Hispanic Chamber of Commerce, Parks is the ideal liaison.

“On a personal level, I think he’s a great guy,” Ramirez says. “He’s a great advocate, and he’s a great collaborator.”

the hispanic chamber of commerce, with a mission to create economic development opportunities for members, has existed for 30 years. But it’s only been in the last three years that the group has started to make real progress, ramirez says. Ameren is a longtime supporter and recently hosted one of the chamber’s monthly networking socials, providing a facility at no charge.

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M e M b e r s h i p s p o n s o r s

PLATINUMCentene Corporation

DIAMONDRegional Business Council

SILVER

BRONZE

Ameren Armstrong Teasdale LLP

CB&E Construction GroupCommerce Bank

Crown Linen Service Dean Team of Brentwood

Drury HotelsEmmis Communications St. Louis

Enterprise Bank & Trust Enterprise Rent-A-Car

Four Seasons Hotel St. LouisHospitality Staffing Solutions

McCormack Baron Salazar, Inc.Midwest BankCentre

Missouri Job CorpsNextGen Information Services

Pangea GroupPeople’s Health Centers

PrudentialRanken Technical College

Regions BankRiver City & Lumiere CasinoStinson Morrison Hecker LLP

St. Louis College of Health Careers St. Louis Post-Dispatch

UMB BankUnited Way

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