The Changing Demographics And Shift In Purchasing Power Are Prompting Companies To Develop More Relevant Communications To Reach Consumers.

Dora O. Tovar and Judith Manriquez have joined their Hispanic and general market communications and public relations expertise to launch the new venture, Tovar Manriquez Group. 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 $1,014.2 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 Dora O. Tovar, firm partner. “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 helps companies navigate the cultural marketing maze and create dynamic solutions while communicating with their audiences in ways that get the best response by:
•    Identifying similarities and differences in target audiences to determine specific demographic subsets
•    Showing you how your existing communications strategies may apply to each demographic
•    Crafting messages that make those targeted communities feel good about your products, services, issues or ideas
•    Determining culturally appropriate outlets for those messages
•    Helping you build long-term positive relationships with your customers

“Change can be a very exciting yet unnerving experience for corporations,” explained Judith Manriquez. Manriquez underscored that, “at TMG, we want to demystify the experience for corporate communicators and marketers and develop connection between their brands and key consumer segments.”

About TMG Partners

Dora O. 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 where she developed consumer awareness campaigns for regional and global clients. She led design and execution of corporate and community public relations programs for such flagship clients as Kraft, Pfizer, Lincoln Mercury, McDonald’s Tri-state Owners and Blockbuster.

Judith 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. For more than 12 years, Judith has counseled corporations and organizations through significant changes, and worked on entrepreneurial growth initiatives and public policy efforts.

Both partners are graduates of the Lyndon B. Johnson School of Public Affairs at the University of Texas in Austin.