North San Diego County Latino Marketing Toolkit

North SaN Diego CouNty LatiNo MarketiNg tooLkit

ResouRces

NORTH COUNTYINFORMADOR

steps to success

Bilingual weekly digital and monthly print/epub serving 32,500 Latinos in North San Diego County.

Annual cultural festival with community services, education, health, financial empowerment, civic engagement, and of course, authors, at MiraCosta College in Oceanside. Next event: June 10, 2023

1. Develop your goal or goals for reaching our audiences. For instance:

4 ‘I want to promote my event’ or

4 ‘I want more participants in my program’ or

4 ‘We need more cusotmers’ or

4 ‘We want to make sure we reach all types of people in North San Diego County, not merely the ones we usually reach’.

2. Decide on a budget.

3. Decide on what level you want within each of our programs – or let our Partnership Team help you.

4. Remember, all modern marketing is based on reaching an audience at least 7 times.

The empowering LaTino FuTures parTnerhip Team

Melissa Lopez, Partnership Development Coordinator, melissaL1632@gmail.com 760-458-7568

Ellen Fusco, Partnership Development Associate, ellenfusco2020@outlook.com 760-970-6661

Edward Becerra, ELF Board Member, EducationBeginsInTheHome@gmail.com 760-681-9950

Kirk Whisler, ELF President, kirk@whisler.com 760-579-1696

NORTH COUNTY INFORMADOR 2023 Media Kit

Key NC Informador Data

Measured by the 2022 LatinoLYTICS Readership Audit & the 2022 National Latino Media Study done for North County Informador

Minimum Reader reach with each print issue: 32,500

Minimum reach in households per issue: 16,400

Demographics

People Per Household: 4.3

Víctor Villaseñor

North County Informador

The North County Informador is a bilingual weekly media outlet targeting communities in the North San Diego region, in particular Latinos. Reach

The Primary Reach is 32,500 readers in 11,900 households across North San Diego County. Frequency

The format is both digital (weekly) and print (6 times a year).

Editorial Focus

The primary focus is on Civic Engagement, Education, Cultural Events, Financial Empowerment, Health, Community & Government Services, and Success Stories.

Communities Served Include Bonsall, Carlsbad, Encinitas, Escondido, Fallbrook, Oceanside, Rainbow, Rancho Santa Fe, San Marcos, Solana Beach, Valley Center, Vista, and Temecula.

North County Informador Mission Statement

North San Diego County and Temecula in Southwestern Riverside County is home to an estimated 360,000 Latinos, living in approximately 93,000 households. Even though Latinos have represented 63% of all growth within San Diego County in the past decade, this northern region is a news desert, with no TV or radio media and few publications, nothing in Spanish. The North County Informador is a bilingual weekly media outlet targeting underserved local communities in both a digital and print format.

Female percentage of the Readers: 78%

Married couple with children in the household: 62%

Prefer reading in Spanish: 68%

Informador readers combined annual income: $1.27 billion

Country of Origin

Readers were born in another country or both of their parents were born in another country: 71%

Mexican origin percentage of readers: 81%

Central American percentage of readers: 7.6%

TRUST

Readers who said Informador was their BEST or a GOOD SOURCE for News: 86%

Readers who said Informador was their BEST or a GOOD SOURCE for Shopping information: 90%

Readers who are Very Concerned about Fake News and Scams from other News Sources: 67%

NORTH COUNTY INFORMADOR 2023 Editorial

Calendar

Editorial Calendar

This Calendar is Subject To Change

February 2023

Personal Finance Empowerment: Make the Most of Your Money

Community Success Story

March 2023 Print Issue

Immigration: Get the Facts and Tips for Your Community San Marcos in the Spotlight

Community Success Story

April 2023

Mental Health: Resources for You and Your Loved Ones

Community Success Story

May 2023 Print Issue

Women’s Issues: Helpful Hints to Live Your Best Life

Community Success Story

June 2023 Print Issue

The 2023 North San Diego County Latino Book & Family Festival

15 Things You Need to Know About Latinos in North San Diego County

Oceanside in the Spotlight

Community Success Story

July 2023

The Literacy Issue: Preserving Your Family and Community History

Community Success Story

August 2023

Back to School: The Path to Success for Your Kids

Community Success Story

September 2023 Print Issue

Hispanic Heritage Month: Celebrate Your Roots

Vista in the Spotlight

Community Success Story

October 2023

Civic Engagement: Have a Say in Your Government

Community Success Story

November 2023 Print Issue

Health: Take Care of Yourself

Escondido in the Spotlight

Community Success Story

December 2023

Best of Latino North County: Pick Your Favorite Spots

Community Success Story

Plus, each issue has most of these sections

Education, Health, Civic Engagement, Events, Financial Empowerment, Community & Government Services. Issues also include articles about art, authors, books, and culture.

Community Topics

Health issues: 93%

Latino Success Stories: 65%

Education: 62%

Events: 59%

National Latino issues: 52%

Entertainment: 48%

Immigration issues: 48%

Women’s issues: 43%

Home improvement: 41%

Personal Finance: 40%

Local issues: 37%

Food & Recipies: 36%

NORTH COUNTY INFORMADOR 2023

Rate Card

PRINT Package Rates

These rates are per each individual print issue and include three bonus digital ads for each print ad

Informador Bonuses

For EVERY PRINT ad you place, you will receive:

* The same sized ad in the NEXT ePublication issue.

* Three eNewsletter ads in the following sizes:

For full page print ads: Large banner size.

For half page print ads: Medium banner size. For quarter page or smaller print ads: Small banner size.

Nonprofit & Government Discounts

NOTE: Cover 2 is the inside front cover. Cover 3 is the inside back cover. All three cover ads are on glossy paper.

DIGITAL Only Rates

These rates are per each group of THREE weekly digital ads

The Digital Issue distribution is Friday mornings for 49 weeks a year

Print Ad Sizes

Digital Ad Sizes

Large

Deadlines

PRINT SPACE DEADLINE: The 10th of the month prior to the issue date.

PRINT CREATIVE DEADLINE: The 17th of the month prior.

When these dates fall on a weekend, the deadline becomes the following Monday.

DIGITAL SPACE DEADLINE: The Friday one week prior issue.

DIGITAL CREATIVE DEADLINE: The Tuesday one week prior to issue.

All Nonprofits receive a 20% discount on all prices. All Government and Educational Institutions receive a 10% discount on all prices.

Latino Book & Family Festival Packages

Any Informador ad buy between $250 and $1,000 get one free BYOC booth at the next Latino Book & Family Festival.

Any Informador ad buy over $1,000 gets 35% off of whatever Partnership package they choose within the LBFF packages. Get a FREE ad for every THREE paid ads placed For every THREE ads placed in 2023 issues will receive ONE equal sized ad FOR FREE in an issue of your choosing.

We have 14 Category one & two page Packages profiling our readership from the 2022 National Latino Media Study

• Automobile Preferences

• Civic Involvement

• Digital Preferences

• Entertainment Preferences

• Financial Services

• Food Expenditures (For home and restaurant expenditures)

• Health Services

• Housing & Home Ownership

• Insurance Services

• Local Professional Services

• Shopping Preferences

• Major Planned Purchases

• Telecommunications

• Travel & Gaming Plans

Please email or phone your Informador contact for a copy

NORTH COUNTY INFORMADOR Sign Up Now & Save

Desired Print Ad Size

Check the size you want)

____ Back Cover, Cover 2 8.125”w x 10.375”h ____ Cover 3 8.125”w x 10.375”h Full Page 7.33”w x 9.42”h ____ Half Page 7.33”w x 4.7”h ____ Quarter Page 3.58”w x 4.7”h 1/8th Page 3.58”w x 2.35”h

How Many PRINT Ads Do You Want ___

1

___

ad ___ 2 ads ___ 3 ads ___ 4 ads ___ 5 ads

C. Issues For Your Ads

February

___ March

April

2023

___ May 2023

July

___ August

Digital Ads

A. Check the DIGITAL AD SIZE you want

____ Large banner 500 pixels wide by 500 pixels tall

____ Medium banner 500 pixels wide by 300 pixels tall

____ Small banner 500 pixels wide by 100 pixels tall

B. How Many Ads Do You Want

___ 3 ads ___ 6 ads ___ 9 ads ___ 12 ads

C. What Week Do You Want To Start The Ads

Please start these digital ads the wek of:

Any questions or comments?

ePublication

Issue

Please contact

Melissa Lopez, Partnership Development Coordinator melissaL1632@gmail.com 760-458-7568

Issue ___ October

___ September

ePublication ___ November

Issue ___ December 2023

ePublication

payment is due once each ad has run

SEND PAYMENT: Send a check or use your credit card below

Total Owed: $________________

Credit Card #: _______________________________

Expiration: _______ CVV: _____ Zip code: _________

Empowering

Ellen Fusco, Partnership Development Associate ellenfusco2020@outlook.com 760-970-6661

Edward Becerra, ELF Board Member EducationBeginsInTheHome@gmail.com 760-681-9950

Kirk Whisler, ELF President kirk@whisler.com 760-579-1696

June 10, 2023

10am to 4pm Festival Brochure MiraCosta College

A Request from Edward

James Olmos

1 Barnard Dr., Oceanside, CA 92056

Dear Supporters of Community Empowerment,

Please join us in our work to empower underrepresented communities. Our goals at Empowering Latino Futures, a 501c3 nonprofit, are initiatives including educational, financial empowerment, health awareness, and civic engagement. Our cause is improving lives, both professionally and personally.

For this 2023 event a team of community leaders, educators, librarians, and Award Winning Authors have united to ensure that the Festival is well organized, well attended, and has a great array of workshops, activities, and entertainment.

Empowering Latino Futures is committed to seeing that the businesses that partner with the Latino community are supported by the Latino community. Your contributions and sponsorships are tax-deductible and appreciated.

Sincerely,

San Diego Festival Facts

presenTed by empowering LaTino FuTures

Our 71st Festival and the 12th in San Diego County

When: Saturday, June 10, 2023 from 10 am – 4 pm

Address: MiraCosta College, 1 Barnard Dr., Oceanside, CA 92056

Parking: Plenty of FREE parking, a short walk from activities

Villages: Artists, Authors, Children, Education, Enterprise, Entertainment, Food and Health

Website: www.LBFF.us

What the Festival Offers You

+ Access to the number ONE growing market in the country today.

+ Delivery of your product, service or message in a consumer-friendly environment.

+ Best way to expand your customer client base.

+ Network with other business and community leaders who are actively targeting the Latino market.

Traffic Builders

+ Author Readings & Autograph Sessions

+ Books in English & Spanish

+ Entertainment & Seminar Stages

+ 10+ workshops to help you & your family grow

+ Product Sampling & Raffles

+ Variety of Media Coverage

Edward James Olmos Empowering Latino Futures Board Chair

MiraCosta College, Our Host

Welcome to MiraCosta College, where student equity takes a backseat to no one. At MiraCosta College, it is our mission to provide superior educational opportunities and student support services for a diverse population of learners. A 121acre, hilltop campus with stunning views stretching from the mountains to the sea, MiraCosta College’s Oceanside Campus is the ideal venue for The Latino Book & Family Festival.

When it comes to outdoor events, nothing can surpass the Campus Quad. Anchored by the landmark clock tower, the centrally located Quad includes lush lawns, a relaxing fountain, and an inviting pavilion – not to mention a cafeteria and art gallery just a few steps away. Best of all, the Oceanside Campus offers easy access from the 5 and 78 freeways plus ample free parking.

As a designated Hispanic Serving Institution, MiraCosta College is positioned for grants and services geared to dramatically improve the success of Latino students who make up 40% of our student body. Among our many successful programs is the Puente Project, which provides the support and counseling to better help Latino students navigate the myriad challenges they can face and provides a clear pathway to help them achieve their goal in a timely fashion.

The Right Place To Be

Over the last two decades 4,000+ companies have participated at our 70 Festivals from the automotive, communications, educational, energy, Entertainment, financial services, food, governmental, insurance, library, media, nonprofit, publishing, retail,travel & transportation, and union sectors. Become part of this great literary effort.

2023 LBFF Exhibitor Festival Contract

Company: ____________________________________________________

Contact Person: _________________________

Address: _________________________________________________________________________________________

Phone: ______________________________ E-mail: _____________________________________________________

Products/Services: ___________________________________________________________________________________

NOTE: Exhibitor information kits are emailed 2-3 weeks prior the event. Print clearly your email address to receive vital information concerning your participation.

Booth Prices

1 Booth 2 Booths 1 Booth 2 Booths 1 Booth 2 Booths

BYO Canopy: Booth SPACE ONLY, 10’ x 10’ canopies. Bring your own canopy, tables, and chairs. 85% of our booths are BYOC.

Pay by April 1 $125 $200 $110 $180 $100 $160

After April 1 $150 $240 $135 $215 $120 $190

Regular Booth: Regular Booth includes 10’ x10’ canpies, six foot table, & 2 chairs. Canopies are required to exhibit outdoors.

Pay by April 1 $300 $500 $270 $450 $240 $400

After April 1 $325 $550 $295 $495 $260 $440

Corner Booth: + $150 Additional Table-Chair Set: +$35

Partners

unique parTnership opporTuniTies Partnerships are ALL about creating win-win-win situations.

amigo sponsor $500 1 booths. Priority positioning. Logo on banners.

Compañero sponsor $1,000 2 booths. Priority positioning. Logo on banners.

Compadre sponsor $1,500 3 booths. Priority positioning. Logo on banners. Name in press releases.

See the INFORMADOR Rate Card for more on Packages

padrino sponsor $2,500 4 booths. Priority positioning. Logo on banners. Name in press releases. Additional marketing considerations. goLd sponsor $5,000 6 booths. Priority positioning. Logo on banners. Name in press releases. Additional marketing considerations.

Payment

Full payment must accompany this signed contract.

METHOD: ___ Online at LBFF.us/shop ___ Send me an invoice

___ Charge credit card (included) ___ Check enclosed

AMOUNT: $_______________

Include +$150 per corner booth and/or +$35 per additional table-chair set.

Agreement

Name on Card:___________________________________

Card #:________________________________________

Expiration:________ *CVV______ **Zip code___________

*CVV: 3 or 4 digit code. * Zip code associated with this credit card.

Exhibitors agree to indemnify and hold harmless Empowering Latino Futures or Festival Host for any loss, claims, actions, causes of action or proceedings of any kind which may be initiated by any person, or entity, including demands, judgments, costs, losses of service, expenses, or reimbursement of counsel fees incurred by participant or by Empowering Latino Futures from activities contemplated by this Festival Contract.

Write your name to agree to the terms above:

Name Date

Contact Information

Email or fax your completed forms: Email: kirk@whisler.com Fax: 760-434-7476

Make checks payable to Empowering Latino Futures & mail to:

Latino Book & Family Festival Attn: Event Services

624 Hillcrest Lane, Fallbrook, CA 92028

For more information contact:

Melissa Lopez, 760-458-7568, melissaL1632@gmail.com

Ellen Fusco, 760-970-6661, elenfusco2020@outlook.com

Edward Becerra, 760-681-9950, EducationBeginsInTheHome@gmail.com

2022 Empowering Latino Futures Partners

Booth Basics

NORTH

We sincerely hope you can join us in 2023 in serving the community.

The Festival will be an indoor/outdoor event. The workshops are inside and the booths and entertainment are outside. A cost-savings approach for exhibitors who bring their own canopy. The Festival team is dedicated to making your experience a success whether you have one booth or a sponsor. BYO Canopy: Your are responsible for bringing your own canopy, table and chairs. Booth Package: 10’ x 10’ open-sided canopy, One 6’ x 30” table, and Two folding chairs. ADVISORY: Exhibits unoccupied one hour before Festival opening, may be reassigned. RESTRICTIONS: To better provide for ALL exhibitors and to create a “business friendly”, the volume of noise emanating from your exhibit area may not exceed 80 decibels as measured on the Festival decibel meter. TERMS: Exhibitors agree to indemnify and hold harmless ELF or Festival Host for any loss, claims, actions, causes of action or proceedings of any kind which may be initiated by any person, or entity, including demands, judgments, costs, losses of service, expenses, or reimbursement of counsel fees incurred by participant or by the ELF from activities contemplated by this Festival Contract.