American State Bank wanted to target the rapidly growing number of unbanked Hispanics living in Laredo, Texas and the surrounding areas. To do so, they needed to first, understand who the target audience was and second, speak to them in a way that would not intimidate potential customers. We developed and executed a plan to speak directly to unacculturated and semi-acculturated Hispanics in their vernacular about topics that were important to them—family and the future.
Understanding who the target is and what type of media they consume was key to providing communications solutions that were effective. We reached unacculturated and semi-acculturated Hispanics via a print campaign that was supported by broadcast elements. With our understanding of the target, we were also able to introduce "dichos" or regional sayings into the communication mix.