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s u m m er 2014

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Enterprise Bank & TRUST

Enterprise University Fall 2014

S p on s or e d by E n te r p r is e B a n k & T rust

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LATINA SPOTLIGHT:

Lydia Padillla TRC Staffing

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Does Your Company Need a Cross-Cultural Communications Program?

The Hispanic Chamber is very fortunate to have engaged members and we thank you for being supporters of the Hispanic Chamber. Your support enables us to continue to connect, collaborate, and cultivate a better region for all who live and work here. 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! In September, the HCC STL Foundation had its 8th Annual Golf Classic. This event was a lot of fun and proceeds from the event went to support the Hispanic Chamber’s charitable arm. The HCC STL Foundation’s aim is to accomplish charitable purposes, focusing on the Hispanic community of the metro St. Louis area. As we approach Fall, the Hispanic Chamber has much to look forward to. In October, we will kick off our most recent initiative, supporting Hispanic working women. The Hispanic Chamber will host a women’s networking event, Hispanic Working Women – Strategic Moves to Success, at the World Chess Hall of Fame. We hope that we can gather support and interest from our community so that we can cultivate additional programs aimed at Hispanic working women within the area. We will also 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. Additionally we will be unveiling our new website which will feature Chamber Master Software for the benefit of our members.

welcome 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.

summer 2014 HISPANIC CHAMBER OF COMMERCE

Over the years the Hispanic Chamber has worked hard to become the cornerstone of the Hispanic business community. As we experience growth we want to be proactive about bringing value to our members through the development of new programs, cultivation of existing member benefits, and with strong Board leadership. The Hispanic Chamber is very fortunate to have engaged members and we thank you for being supporters of the Hispanic Chamber. Your support enables us to continue to connect, collaborate, and cultivate a better region for all who live and work here. In addition to our special events, we also have our monthly Educational Forum series, Café with Business, 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. Thank you,

Karlos Ramirez Executive Director

s u m m er 2014

4 6 8 9 10 12 13 14

Enterprise Bank & Trust: Enterprise University Fall 2014 The Ins and Outs of Corporate Travel Latina Spotlight: Lydia Padilla, TRC Staffing Latina to Watch: Juliahna Ramirez Does Your Company Need a Cross-Cultural Communications Program? Have you Considered Multi-Cultural Content Marketing? Don’t Delay Dealing with Delinquent Accounts A Path to a Better Life

new members! Aflac Insurance

Gabriel Moreno

BMO Harris – Corporate Friend

Jissie Lerma

Blondin Group Realtors Cabela’s

D’elidas USA

Emma Espinoza Fenrex

First Data

Greg LaFontain

Lori L. Strawbridge CPA

LUXCO, Inc. – Corporate Friend

New York Life – Corporate Friend RX Outreach

St. Louis Mosaic Project

Cover Photo by Charles Turnell 3

Enterprise University —what IS it, and why should YOU care?

Business owners tell us they are often too busy working in their business, to stop and work on their business.

usiness owners tell us they are often too busy working in their business, to stop and work on their business.

That’s why when they hear about the idea of Enterprise University; they love it that you can get high impact, university-caliber courses that offer real value on subjects vital to your business and personal success, in singlesession workshops led by seasoned, successful experts. And you can do that for free. And you do not have to be a client of the bank. So why would a bank have a university? Enterprise Bank & Trust has long recognized the value of building the knowledge and skill base of the business community. Stronger companies make for better opportunities for all. And, of course, the more Enterprise can contribute to the success of these businesses, the more likely it is that we will secure the lifetime relationships on which our business model has been built. 4

summer 2014 HISPANIC CHAMBER OF COMMERCE

Join the more than 11,000 business leaders who have attended our classes. You’ll learn new ways to attract more business, increase profits, leverage social media, deal with human resource issues, develop strategic leadership, and even build your investment portfolio. You are invited to experience Enterprise University for yourself for the fall 2014 semester. We really think you’ll enjoy meeting the exceptional people who teach these interactive courses as well as other business leaders with interests and challenges similar to yours.

Visit www.enterprisebank.com/eu to enroll online

FALL 2014 For questions, call Kay Erb at 800-396-8141, ext. 13203

Enterprise University Schedule at a Glance e University Schedule at a Glance 11:00 aAM 419 Fight or Flight – Or IsConﬂ There Fight or11th Flight –8:00 Or is– There Better Solution? Working Through icta Better Solution? Working Through Conflict Public Relations 101:– The Basics Advertising” 12th 8:00 11:00 AM of “Earned 205 Public Relations 101: The Basics of “Earned Advertising” SEPTEMBER Value Creation Through an Advisory Board 16th 8:00 – 10:30 AM 500 Create and Implement a Healthy Financial Plan 9th –8:00 – 11:00 AM Business 317 Promotion Protecting Through Your Business From Fraud DIY Marketing Intermediate: Social Media Marketing 17th 8:00 – 9:30 AM 319 ESOPs: The Overlooked Business Transition Option 11th 8:00 – 11:00 AM 419 Fight or Flight – Or Is There a Better Solution? Working Through Conflict Deﬁning Your Leadership Signature 23rd 8:00 – 10:00 AM 445 Getting to Your Vision…by Aligning the Sales Organization with Your Strategic Goals <NEW 12th 8:00 – 11:00 AM 205 Public Relations 101: The Basics of “Earned Advertising” Picking Winners 30th 8:00 AM 444 Create Through Process Improvement 16th Optimization 8:00–– 11:00 10:30 AM 500 andChange Implement aBusiness Healthy Financial Plan Search Engine 101: Creating aLeading Website that Drives 17th

8:00 – 9:30 AM

OCTOBER 23rd 8:00 – 10:00 AM

24th AM 222 Combating Inbound Marketing – How to Create Marketing 22nd 8:00 8:00–– 10:00 10:30 AM 603 Cyber Fraud and Data Breaches <NEW People Love! <NEW Understanding and Building Business Value 30th 8:00 – 11:00 AM 405 Building a Powerful Business Strategy 23rd 8:00 – 11:00 AM 439 Practical Tools for Taking Charge of Change Negotiating with the–Savvy Buyer 31st AM 301 Inbound What Banks Look –For 24th 8:00 8:00 – 11:00 10:00 AM 222 Marketing How to Create Marketing People Love! <NEW The Top 10 Mistakes to Avoid When Exiting Your Business <NEW 30th 8:00 – 11:00 AM 405 Building a Powerful Business Strategy New Age Social Media Pitfalls for Employers <NEW NOVEMBER 31st 8:00 – 11:00 AM 301 What Banks Look For Practical Tools for Taking Charge of Change 4th Overlooked 8:00 – 11:00 AM Transition 400 Picking ESOPs: The Business OptionWinners NOVEMBER 5th 8:00 AM – 2:00 PM 204 Increase Profits Through a Highly Effective Sales Organization Health Care Reform is Here, Ready or Not! 4th 8:00 – 11:00 AM 400 Picking Winners 8:00 – 10:30 AM Improvement 414 Value<NEW Creation Through an Advisory Board Leading 6th Change Through Process 5th ts Through 8:00 AM –a2:00 PM 204 Increase Profits Through a Highly Effective Sales Organization Increase Proﬁ Highly Organization 12th 8:00 – 11:00 AM Effective 441 Sales Is Your Employee Handbook Up-To-Date and Effective? 8:00 – 10:30 AM

414

Value Creation Through an Advisory Board

8:00 – 11:00 AM

441

Is Your Employee Handbook Up-To-Date and Effective?

328

Bank & TrustPlans for All Size Companies <NEW SIMPLEEnterprise to Sophisticated – Qualified

8:00 – 11:00 AM

18th

8:00 – 9:30 AM

18th

328 SIMPLE Sophisticated – Qualified All courses willtobe conducted at: Plans for All Size Companies <NEW 221 Marketing Your Knowledge – Content Marketing Through Social Media <NEW

8:00 – 11:00 AM

8:00 – 9:30 AM

Olive Blvd.

ww.enterprisebank.com/eu

11401 Olive Boulevard Creve Coeur, MO 63141

1 mile east of I-270 on Olive

All courses will be conducted at: All courses will be conducted Enterprise Bankat: & Trust 11401Bank Olive& Boulevard Enterprise Trust Creve Coeur, MO 63141 11401 Olive Boulevard Creve Coeur, MO 63141

Olive Blvd.

1 mile east of

1 mile east on of Olive I-270 I-270 on Olive

Schulte Rd.

13th

Marketing Your Knowledge – Content Marketing Through Social Media <NEW

Schulte Rd.

12th

221

Craig Rd.

6th

13th

Craig Rd.

311 429 327 442 439 319 322 444 204

N. New Ballas Rd.

AM AM AM AM AM M AM AM 0 PM

AM 417 Leading Developing theThrough Strategic Leader 30th 8:00–– 10:30 11:00 Change Process Improvement Personal1st Fiscal 8:00 Fitness: TheAM Critical 444 Components of a Financial Plan The Cloud: is It and Why You Care? 2nd What 8:00 – 11:00 AMShould 446 Workplace Coaching That Makes an Impact <NEW OCTOBER DIY Marketing – Advanced: Business447 Promotion Content 8th 8:00 – 11:00 AM HiringThrough and Firing from AMarketing to Z: Tips to Minimize Your Legal Risks Building a1st Powerful Strategy and Earn an for Compliance <NEW 8:00Business – 10:30 AM 417 Developing the“A+” Strategic Leader Adapting9th Your Marketing Efforts to Today’s Savvy Home Buyer <NEW 2nd 8:00 8:00–– 11:00 11:00 AM 446 Coaching That Makes101: an Impact <NEW AM 212 Workplace Search Engine Optimization Creating a Website that Drives Business Converting Customer Service into a Secondary Sales Channel 8th 8:00 – 11:00 AM 447 Hiring and Firing from A to Z: Tips to Minimize Your Legal Risks 15th 8:00 – 10:00 AM 219 Adapting Your Marketing Efforts to Today’s Savvy Home Buyer and Earn an “A+” for Compliance <NEW Protecting Your Business From Fraud 16th 8:00 – 11:00 AM 440 Kauffman FastTrac’s “Listening to Your Business™” <NEW What Banks For– 11:00 AM 9thLook 8:00 212 Search Engine Optimization 101: Creating a Website that Drives Business 21st 8:00 – 11:00 AM 429 Negotiating with the Savvy Buyer Is Your Employee Handbook Up-to-Date Effective? 15th 8:00 – 10:00 AM 219 and Adapting Your<NEW Marketing Efforts to Today’s Savvy Home Buyer 22nd 8:00 – 10:30 AM 603 Combating Cyber Fraud and Data Breaches <NEW Developing the Strategic Leader 16th 8:00 – 11:00 AM 440 Kauffman FastTrac’s “Listening to Your Business™” <NEW 23rd AM 439 Negotiating Practical Tools Charge of Change 21st 8:00 8:00–– 11:00 11:00 AM 429 with for the Taking Savvy Buyer

N. New Ballas Rd.

500 602 217 405 219 218 317 301 441 417

ESOPs: The Overlooked Business Transition Option Getting to Your Vision…by Aligning the Sales Organization with Your Strategic Goals <NEW

Craig Rd.

AM AM AM AM AM AM AM AM AM AM

319 445

Schulte Rd.

419 205 414 209 431 400 212

9th 8:00 – 11:00 AM University 317 Protecting Your Business From Fraud at a Glance Enterprise Schedule

N. New Ballas Rd.

AM AM AM AM AM AM AM

FALL 2014 SEPTEMBER

Ins & Outs

The of Corporate Travel By Monica Castorela, Mint Travel info@myminttravel.com

Did you know that travel expenses correspond to the second largest controllable expense of a corporation? In todayâ€™s world, where we are constantly receiving offers from on-line travel agencies, have you wondered how your company could save money on corporate trips without having your employees spend valuable hours searching and comparing multiple travel websites?

lot has been said about travel agencies going obsolete due to the fact that people can now make their own travel arrangements. The truth is that the introduction of online travel engines has led travel agents to search for alternative ways to better serve their clients and prove that their knowledge and expertise regarding suppliers and destinations cannot be compared to the type of information that one can obtain by simply using a travel website. Just like consumers, corporations need to purchase travel, whether it may be to visit current clients, scout a new market, or to incentivize employees; corporations can make good use of corporate travel agents. Besides providing travel products, a corporate travel agent can prove very helpful to corporations that wish to cut travel costs, to keep

summer 2014â€ƒ HISPANIC CHAMBER OF COMMERCE

employees aligned with corporate travel policies and to keep detailed information about travel expenses. In addition to regular travel, a corporate travel agent may help organize group travel such as incentive trips, trainings seminars, team building events, and conventions. It is then when the use of travel agents can prove very helpful in cutting costs as they leverage their relations with preferred suppliers allowing them to negotiate valuable group rates and special amenities only granted to special groups. For the selection of venues and hotels, travel agents make use of sophisticated systems that compare several hotel proposals at a time, thus providing valuable information that can be easily analyzed to make informed decisions.

am often asked why an individual or even a corporation should use a travel agency, and I usually tell them , the main reason is to save time. According to a survey by IBM, Institute for Business Value, about 20 percent of more than 2,000 travelers said it took more than five hours to search and book travel online. Let me share with you an example, a year ago a non-for profit approached us and explained that they had a small office in Guatemala which was in charge of organizing trips and small conventions to different countries in Central America. The US based office, our client, was very concerned because they were having a really tough time tracking the travel expenses of their people in Guatemala especially because some of them were independent consultants. The other issue was that the Guatemalan office was spending a big amount of time trying to find suppliers for rental cars and hotels in areas that were so remote that they were not able to find any suppliers on the internet and travel websites. In cases like this, our first step was to identify their overall travel needs and goals, we were then able to establish a system in which the person needing to travel would submit a request for travel which, if authorized, would come to us so that we could research the best suppliers for them. As a result of our work with the company, our client no longer received hundreds of credit card transactions but we were able to consolidate transactions per trip which allowed the organization to track travel expenses

Travel expenses correspond to the second largest controllable expense of a corporation. per consultant, per country, and per category. This analysis gave us the opportunity to find ways to help our client save money and helped us negotiate better rates with the different suppliers. On the other hand, the independent consultants requesting the trips did not have to spend time finding places to stay or rental car companies, nor did they need to spend time filling out long expense reports but could focus entirely on what they were hired to do knowing that by the time they reach their destination everything will be taken care of. In addition, we offer our clients customer service 24 hours a day, seven days a week. Our main goal is to provide our corporate clients peace of mind, knowing that we will do everything within our reach to make sure their employees reach their destination safely and on time. It is very common to find companies that wish to explore foreign markets to which they have never been to and they are not familiar with the culture or the language. Conditions like this make it very hard for companies to reserve their own rental cars or to find

accommodations. In cases like this, our work consists on identifying and verifying local suppliers. In countries where security is an issue, we follow some steps to make sure that the suppliers we are hiring comply with the level of service that our clients expect. Among other things, we perform a basic background check, we verify the suppliersâ€™ references, and we perform several interviews before we actually move ahead with a new supplier. We perform all payments on behalf of our client to avoid potential credit card fraud to our clientsâ€™ corporate cards and we constantly monitor the service once our client is on site. You are probably wondering how much more you will be paying to use a travel agent to book your travel. The truth is that travel agents get paid by the different suppliers so in most cases they do not charge service fees to their clients. In some instances thou, our clients have asked us to provide them with the cheapest possible rate (noncommissionable rates and rates only available to registered travel agents based on sales volume) and instead they agree on a booking or service fee. In such instances, the agency and the client sign a mutual agreement in which they both decide on a fee every time a hotel is booked, a convention is organized, or a car rental is negotiated on behalf of the client. If you have any questions about how to start a corporate travel policy or wish to learn more about how to efficiently cut your travel costs please make sure to send us an email and we will be more than happy to assist you.

LATINA spotlight Lydia Padilla

I often see young professionals grow discouraged too easily from their first jobs. Trust me; you haven’t been around long enough to know that the grass is greener on the other side. Lydia Padilla owns and operates the St. Louis franchise of TRC Staffing Services, Inc., a personnel placement firm for temporary, full-time employment and permanent employees. A 24-year veteran of the staffing industry, Padilla and her associates provide traditional staffing services, professional and technical contractors, management services, bilingual personnel, and placement for some of the country’s leading companies, nonprofit organizations and government agencies. In 2011 the St. Louis Business Journal named Lydia one of its Diverse Business Leaders and the YWCA named her a Leader of Distinction in the Entrepreneur category. She has been featured in Entrepreneur.com, the St. Louis Post-Dispatch, St. Louis Business Journal, St. Louis Commerce Magazine and the West End Word. Padilla is a long-time supporter of the Hispanic Chamber of Commerce of Metropolitan St. Louis and serves on its Foundation Board, as the HCC STL Foundation President.

IN HER WORDS... What Has Your Career Path Looked Like? PADILLA: I was twenty years old when I started working in the staffing industry. I was very lucky to begin my career at a place where I could fall in love with the business. I knew early on that I wanted to stay in this industry and that my goal would be to own my own franchise. In order to reach that goal I had to strategically take opportunities that would help me learn the entire business and place me closer to the franchise division. At twenty-five I was given the opportunity to open a new franchise in the Memphis market, I knew that this was a once in a lifetime opportunity. When else would I get the chance to open a new market and run a franchise without putting up my own money? I quickly learned, made connections, and built a lifelong friendship with the franchise owners. After ten years of experience and promotions with the franchise and corporate offices in California I decided that it was the perfect time for me to move on and open up my own franchise of TRC in St. Louis. 8

summer 2014 HISPANIC CHAMBER OF COMMERCE

How Have You Seen the Hispanic Labor Force Grow in St. Louis? PADILLA: Fourteen year ago when I

first opened my TRC franchise in St. Louis I would get around ten requests per year from companies for bilingual professionals. Today, I can easily place over fifty bilingual individuals and have a much higher demand from companies. However, the biggest change that I now see is a shift in thinking from employers. Instead of seeing Hispanics as a “plus” for their business, they are now looking at these professionals as necessity to compete in their market place. Companies have begun to realize the buying power of Hispanics and are beginning to actively court market. This shift becomes a win for employees, companies, and the consumer. There is now a more diverse workforce; companies can grow their market by tapping into a demographic that was being overlooked before, and new consumer needs are recognized. What Advice Do You Have for Young Professionals? PADILLA: I encourage all professionals to create goals and stick to them. I always had the entrepreneurial spirit so

in a sense I was lucky to know exactly what I wanted when I entered the work force. I made sure however that whatever opportunity I took it would get me closer to my goal of owning my own franchise. I would also encourage young professionals to stick it out. Wherever you start, make sure you challenge yourself and gain as much experience as you can. I often see young professionals grow discouraged too easily from their first couple of professional positions. Trust me; you haven’t been around long enough to know that the grass is greener on the other side. And lastly, I would like to share with young professionals that whenever you enter the workforce, your job is whatever is asked of you. With that being said, keep in mind that you should always ask yourself, is this moral, ethical, and profitable model for you and the company. If what is asked of you does not fit within your moral, ethical, and profitable standards then that placement is not right for you and it is ok to gracefully step away and continue with your journey.

latina to watch

If receiving a higher education makes me one step closer to fulfilling my passion, then you can believe it’s happening.

By Juliahna Ramirez

rowing up as a Latina in St. Louis was actually quite difficult for me. I was born in Chicago and lived there until my mom’s job relocated her to St. Louis. The transition was not easy. We had gone from being completely surrounded by Hispanics to being the only Hispanics in the neighborhood and quite possibly even the city. As far as diversity goes, school was what made it so hard for me. I was different from everyone else.

nights that it would just be my sisters and me at home making some readymade dinners because my mom would go straight from work to school and she wouldn’t be home until around 9, if not later. My mom was so determined to get her degree because she wanted to set an example for her children. Being a mother of four girls, money was always pretty tight, but I will never forget the way she always somehow managed to get us all what we needed. I’m very grateful to my mom for always pushing me to be better.

I haven’t chosen a major, I haven’t decided if I want to stay home or go out of state, and I have one last shot at getting my ACT score where I want it to be. My stress levels are at their max. I have days where I get so stressed out, I think about dropping everything and I have to take a step back to look at the big picture. I see a future where starving children are no longer starving, and abandoned children will have somebody to care for them and love them. Children hold the future in Elementary school wasn’t so bad their hands and not enough people because we were all young and all realize that. If I don’t do everything in young kids are accepting; it was middle Living in a small town really diminished my power to make this difference, then school that it started happening. Some my hopes of making something of who will? If receiving a higher education of the kids would call me a “beaner” or myself. Generally speaking, people that makes me one step closer to fulfilling ask me how I got past the border, even grow up in JeffCo (Jefferson County), my passion, then you can believe it’s though I would tell them I’m Puerto stay in JeffCo, and have families of their happening. I refuse to stay quiet about Rican and was born in the United States. own, and then their kids stay in JeffCo, such a loud subject. I will be heard; and They would just tell me it’s all the same and so on... I didn’t see that life for me. I will be the Latina to make a difference. thing. Their words stung a great deal I never did. I wanted to be a somebody, but as the years went by, I taught myself somebody the universe would notice, Purpose: The purpose of this article to not be so affected by their words. somebody that wouldn’t be forgotten the is to highlight young Latina women Eventually the jokes ended and so second my funeral’s over. I knew I needed currently pursuing their education in did my insecurities. I was proud to be to work hard and persevere if I was going St. Louis, Missouri. We hope that by Latina. I was proud to be different. to make a difference in this world. sharing their stories we can help guide and motivate up and coming women Education has always been very Going into my senior year, the within our region. important in my household. I remember pressures of the future are at its peak.

cross-cultural Does Your Company Need A

communications program? By Martha Garcia Kampen, Sr. Strategist Kampen Consultants, LLC

Why would a St. Louis-based firm consider a Cross-Cultural Communications Program? Is this something that can actually impact the bottom line? Is it really necessary in our St. Louis market? Let’s consider a few stats regarding our changing labor force: • In 2011: 33% of our workforce were considered “minority”

• By 2030: 43% of our workforce are expected to be “minority”

• By 2050: More than one in five working-age people will be foreign-born, with nearly a third of these individuals from Latino backgrounds.

• For the first time in U.S. history, we have four distinct generations working together, each with its own sense of authority, fairness, communication and work ethic.

• With the aging of the traditional workforce, younger workers are more likely to come from various minority groups, predominantly from the Hispanic and Asian cultural groups.

• Boomers, those currently age 45-65, are dominant

retirement age, causing inter-generational policies, standards and communications to be challenged.

• More people will self-identify as LGBT, requiring recognition and inclusion.

• More people with disabilities will be entering the workforce requiring engaging work and inclusion.

• The St. Louis Metro has approximately 126,500 immigrants, comprising nearly 7% of the region’s population.

• More than 65,000 St. Louisans identify themselves as Hispanic; the majority of whom are American-born citizens and legal residents.

• One in four people in the St. Louis Metro is of a minority group.

leaders and will need to work through traditional The facts are clear; we have an increasingly diverse workforce, with multiple value systems, communications styles and paradigms. But why is it important to assure an inclusive communications environment in the workplace?

Does it really matter? 10

summer 2014 HISPANIC CHAMBER OF COMMERCE

Here are 5 ways

a culturally-inclusive communications Program can benefit your workplace

1. P ositive Morale Studies prove that employees who feel valued and included by their team peers and leaders are more likely to exhibit positive behavior on-the-job. This positive behavior in turn, proliferates throughout the organization.

2. Increased Productivity A Cross-Cultural Communications Program will improve productivity through a greater understanding of the diverse communication styles within our work teams. A good program will provide your leaders with the tools needed to improve cross-team communications and cohesive progress toward common goals. According to one study, employees’ “Discretionary Effort” improved 12% when they believed their company was diverse and inclusive.

3. C reative Problem-Solving Many examples exist of companies who employed a team of diverse talent who collectively resulted in better, more creative solutions to standing problems. Approaching problems from a new perspective many times results in a new solution.

4. Empl oyee Retention Employers know all too well, the high cost of recruiting, training and developing talent, only to have them leave for another opportunity. It is far more beneficial to retain talented employees. Employees of diverse backgrounds will remain loyal and thrive in an environment that appreciates the unique perspective, talent and skills they bring to their work team. It is also noted, that our younger talent, the Millennials and Gen X’ers are seeking a work environment which is multi-cultural and globallyoriented. In fact, one study cited a 19% higher “intent

to stay” ratio for employees who considered their company to be diverse and inclusive. Conversely, people of color hold a higher turnover rate than the entire workplace population.

5. Improved ROI Through cost savings from improved employee retention, creative problem-solving (which many times results in a more economical solution!), increased productivity and a more positive morale of your workforce, and more community-conscious customers who will purchase from a company which is diverse and inclusive, the ultimate result will be an improved bottom-line. Setting corporate goals which include a workplace which is culturally rich, diverse and inclusive makes good business sense. Managing a diverse and inclusive workforce, however, is not necessarily an easy thing to accomplish. An effective Cross-Cultural Communications Training Program will include everyone in your organization, beginning with the top leaders through the ranks. Its’ foundation is a genuine understanding and appreciation that each person comes to the workplace with a unique and valuable perspective to contribute. Understanding our differences and how to work cooperatively toward common goals will create a vibrant and profitable organization, aligned toward the corporate vision. Enhance your internal Cross-Communications Program with an external Culturally-relevant Marketing message, and you are sure to be listed in the “Top Most Desirable Places to Work” in the St. Louis area. NOTE : If you are interested in exploring whether a

Cross-Cultural Communications Program is right for your organization, contact the Hispanic Chamber of Commerce office or this author for more information.

Martha Garcia-Kampen: First-generation Mexican-American, Martha 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 and cultural strategic marketing consultation to businesses, educational development on cross-cultural communications and trains corporate leaders and teams in the areas of inclusion and diversity. Contact Info: Kampen Consultants, LLC 745 Craig Road, Suite 212, St. Louis, MO 63141. 888-887-6536. Martha@kampen.com • www.kampen.com

H a v e Y o u C onsidered

Multi-Cultural Content Marketing?

e all know that Hispanics in the U.S. are a powerful and growing economic force in the U.S., but did you know that U.S. Hispanics are projected to have a buying power in 2015, of $1.5 trillion, representing nearly 11 percent of the nation’s total buying power (Source – IAB Hispanic Research Working Group, May 5, 2011). The report also indicates that the typical Hispanic adult Internet user has a household income of $77K and 80% speak Spanish in the home. What’s more, there will be 42 million Hispanics online in 2015, representing 73% of the US Hispanic population, which makes the internet a prime area to promote your product or service. The best way to tap into this market is through effective online marketing, so have you considered multi-cultural content marketing?

With new content marketing tools, such as SlideBatch.com (www.slidebatch.com) it is easy to have identical marketing campaigns for both English and Spanish. Since there are differences in the Spanish language varying by country and region, multiple Spanish-language content batches may be necessary, in order to overcome the language differences. For more information on marketing to the Hispanic Population in the U.S., please visit this batch: www.slidebatch.com/marketing-tothe-hispanic-population-in-the-u-s Content marketing information can be created, curated, and shared in different formats —press releases, news, videos, and electronic publications etc.— with the common theme of informing the audience while enhancing the brand of the product or service.

Try This : A suggestion to try the

idea, task, behavior that you are suggesting. A Professional Insider’s Tip or “How To” Describe in-depth how a

person can do something productive with your product or service. A Top 10 List: People of all backgrounds like top 10 lists because these lists are easy to comprehend and remember. Avoid This : Things to avoid when

considering or using a particular product or service. Compare and Contrast : The

difference between US and foreign version of a product or service.

These are just a few ideas of the types of content marketing topics that you can produce. The next step in the process is to gather supporting data In addition to the time and creativity Content marketing, as defined by to support this content. It is very easy to curate and publish content, it is also Wikipedia, is “any marketing that to use a search engine to automate important to maintain consistency and involves the creation and sharing frequency in adding and sharing content your online searches of relevant of media and publishing content in content and collect them to share in throughout the campaign. order to acquire and retain customer.” an article or batch. Once your content When you are starting out in content Business leaders that are members of marketing batch is created, it is very marketing, it is important to consider the HCCSTL, probably market in English, simple to share the link with your what your audience would find useful. so creating online marketing materials social media networks. Remember, Think of themes that your audience in Spanish is a new opportunity. An the most important considerations are would consider when searching for important point to remember is to create Frequency and Consistency, to ensure content, either with a search engine or and share content online using the that you are promoting the brand of on your website. Here are some attentionkeywords that Hispanic consumers are your product or service, regardless getting content marketing titles that most likely to use when searching of the language! would appeal to people of all nationalities: for your product or service. Ann Marie Mayuga is a partner with AMM Communications, LLC, and is a member of the Hispanic Chamber of Commerce of Metropolitan St. Louis. Founded in 2008, AMM Communications LLC, public relations, marketing and training agency of St. Louis, Missouri, provides PR, business development, crisis communications, content marketing, internal communications, executive training, marketing, media relations, reputation management, and search consulting. AMM Communications works with small- and mid-sized businesses nationwide. From 2010-2012, the agency was voted as one of the top 25 St. Louis public relations firms by the readers of Small Business Monthly. For more information, please navigate to www.ammcommunications.com or call 314.485.9499.

summer 2014 HISPANIC CHAMBER OF COMMERCE

Don’t

Delay Dealing with

Delinquent Accounts

s a small business owner, you do you best to meet your obligations to your customers. So it’s only natural to expect them to pay their bills on time, right? Unfortunately, the answer is not always. Most customers are conscientious about making timely payments, but others may require some extra effort. Though frustrating and time-consuming, collecting from delinquent accounts is not something you should put off or simply hope will work itself out. Every dollar of revenue counts toward keeping your small business afloat. Obviously, prevention is the best way to avoid having to deal with collections in the first place. Establish a standard payment policy and make your customers aware it before starting work. Your invoices should also clearly state when the total amount is due and the fee for late payments.

And once those deadlines pass, you need to take action. Get the facts. Don’t assume the

customer is entirely wrong. Contact them by phone or mail and ask politely for an explanation. It may well be that the invoice has been lost or is awaiting approval. A customer with cash flow problems may also request extra time. How you proceed depends on the situation and your experience with that account. You may feel confident enough to allow extra time or arrange installment payments. Make sure the customer clearly understands any compromise. Be flexible, but firm; and don’t hesitate to follow up. Take stronger action. If your initial

collection attempts fail, it may be time to turn to an attorney or collections firm. Terms for these services vary from a flat fee and/or percentage of the invoice amount to a retainer. The Commercial Collection Agency

Association at www.ccaacollect.com and Collection Agency Research at www.collectionagencyreserach.com offer guidance on fees and guidance for choosing a collections agent for your needs. Or let it go. You may decide the

amount of the overdue account does not justify the cost and effort to collect. If so, write it off as a bad debt and move on. Don’t make the same mistake twice. Should customers with poor

payment histories approach you about working for them or restoring credit, don’t immediately refuse unless you are absolutely certain they remain bad risks. Ask them to explain how their situation has changed and decide whether it makes sense to restore the relationship. As a precaution, insist on stricter terms such as advance payment or cash-only.

SCORE is a nonprofit organization of volunteer business counselors who donate their time and talents to assist entrepreneurs in starting, growing and operating small businesses. The service is free and confidential. For more assistance with collections and credit policies, contact SCORE “Counselors to America’s Small Business” sponsored by your Hispanic Chamber of Commerce, 314.516.4220. Call for an appointment or contact the St. Louis office of SCORE at 314.539.6600 ext. 242 or by email at www.stlscore.org or www.score.org.

Path to a better life

By Lina Parra, Currently pursuing a Bachelor of Science in Political Science from the University of Missouri St. Louis

The Hispanic population is currently the second largest population in the United States. The Hispanic population follows the Asian community as the second fastest-growing ethnicity in the entire country.

or decades, Hispanics have been coming to the United States in search of a brighter future and this population is expected to keep coming because they know there are more opportunities to succeed in the U.S. than in their own countries. They come here to better their lives and they work hard to do so. The 2013 the Hispanic Business Report by Geoscape Company, issued by the U.S. Hispanic Chamber of Commerce, points out that “Hispanic businesses and entrepreneurs drive growth in the new economy.”1 Since 2002, Hispanic owned businesses have grown greatly. In 2007, out of the total number of firms in 14

summer 2014 HISPANIC CHAMBER OF COMMERCE

the state of Illinois, 5% (56,190) were Hispanic owned and 1.2% (6,012) in Missouri were Hispanic owned. Additionally, in the U.S., “Hispanic owned businesses generated $345.2 billion in sales in 2007, up 55.5% compared to 2002.”2 Hispanic businesses are projected to keep growing and are estimated at more than 3.2 million today. However, the process of coming to the U.S. and of being able to own a business is slow and tedious. Most Hispanics struggle to stay in the country because obtaining American residence is not a simple task. There are different ways to

secure foreigners’ stays in the U.S.; being that I am a student I would like to focus on my experience. A lot of American Universities and high schools support international students to come and study by providing scholarships, whether it is a oneyear exchange program, a four-year career, or master’s degree. Thus, students obtain a Visa that lasts as long as their program does. In my case, I had the chance to complete my bachelor’s degree here and my Visa expires as soon as I graduate. Nevertheless, students can apply to obtain an OPT (Optional Practical Training) which allows us to stay for one more year after graduation. During that year, students are allowed to work and most people use the year to find a job at a company that can sponsor their work Visa, thus allowing them to stay in the country. If students are not able to find the sponsorship or another type of Visa that allows their stay, they will have to go back home after the OPT.

St. Louis is looking to increase their foreign born population, and that includes the Hispanic population.

It is an amazing opportunity to get to come to the U.S. and obtain a degree here. However, there is a sad part within this whole process. When people get to see how different the living conditions are in the U.S. and the significant amount of opportunities this country has, they surely want to stay and keep living the “American dream.” But not every student who wants to stay after graduation can do it. I have had a lot of good friends who were on student Visas and who wanted to stay because they knew they had better futures here, but they could not because they were not able to find a company who could sponsor their work Visa

after the OPT. A few years ago, companies were seeking international students a lot and they would sponsor their visa without doubt. However, since the foreign, and more specifically the Hispanic community has grown so much, it is very hard to get a company to sponsor work Visas now. Sponsoring a work visa is also a demanding and expensive process, thus some companies try to avoid it. Nonetheless, it is not impossible, but unique skills are required so that companies are willing to engage in such a demanding process. The city of St. Louis is looking to increase their foreign born population, and that includes the Hispanic population.3 One of the ways to accomplish this goal is by keeping the international students who come to the city. Engaging in the work Visa process is very demanding; however, if somehow the companies were rewarded for doing so or the process was not so difficult; the chances of obtaining the Visa could increase. International students come to the U.S. because we dared to leave our home to seek new horizons and a brighter future, and it would be life changing if we were able to fulfill our goals by being able to stay longer in the United States. Hispanic Business Report. (2013). geoscape. com. Retrieved July 23, 2014, from http:// geoscape.com/pdf/researchstudies/Geoscape_ HispanicBusinessOwners_FINAL.pdf 1

2 Hispanic-Owned Businesses Grow more than Double the National Rate. (2010). commerce.gov. Retrieved July 23, 2014, from www.commerce.gov/ blog/2010/09/21/hispanic-owned-businesses-growmore-double-national-rate

St. Louis Mosaic Project - About Us. (n.d). stlmosaicproject.org. Retrieved July 23, 2014, from www.stlmosaicproject.org/about-us.html 3

LINA PARRA PAVA: Born in Colombia, South America. Lina is the 2014 summer intern at the Hispanic Chamber of Commerce of Metropolitan St. Louis. Currently a senior, majoring in Political Science and Psychology at the University of Missouri St. Louis. Her career focus is International Relations. Lina is bilingual, has had exposure to different Latin American cultures and has research experience. Contact info: 314-585-3790 • lmpp93@hotmail.com.

PLATINUM Anheuser-Busch, Inc. Centene Corporation Nestlé Purina

DIAMOND Regional Business Council

SILVER

BRONZE FRIEND AMDOCS, Inc. Armstrong Teasdale LLP AutoZone BMO Harris Brown Shoe Company Commerce Bank Citrus Springs Dean Team Emmis Communications St. Louis Enterprise Bank & Trust Enterprise Rent-A-Car Facilitec Corporate Furnishings Federal Reserve Bank of St. Louis

Fifth Third Bank Gateway Buick GMC St. Louis Garcia Properties Glazer’s Guarantee Electrical Company Hospitality Staffing Solutions LHM Sheraton Westport Hotels Lowe’s Home Improvement LUXCO, Inc. Madrina’s Ice Cream McCormack Baron Salazar, Inc. Meridian Enterprises Corporation Midwest BankCentre New York Life

NextGen Information Services, Inc. Pangea Group People’s Health Centers Prudential Ranken Technical College Stinson Leonard Street, LLP St. Louis College of Health Careers St. Louis Community College St. Louis Post-Dispatch UMB Bank United Health Care United Way VisionIT

C o r p o r at e S p o n s o r s