Hispanic Heritage Month, September 15 - October 15. It's invented here in the U.S., much like the term "Hispanic" itself. It is based on Fiestas Patrias, or the many countries' independence days celebrated by Latin Americans everywhere. There is no "Hispanic Heritage Month" in Latin America or Spain.
So while it may be a little forced, it's a way we can devote a month to the incredible history, culture and people of these regions. It's a clear target for corporations to get "involved." But of course, that wheel keeps turning whether we're celebrating it or not.
Earlier this month, I retweeted a message about Nordstrom and its involvement in Hispanic Heritage Month this year with a special Roberto Rodriguez-designed top, the proceeds of which will benefit the Hermanitas program (part of MANA, the largest pan-Latina organization in the U.S.). Nordstrom quickly followed me on Twitter after that retweet. While this major retailer is not a client, there's something they may not realize I know about them.
Nordstrom has backed the passions, aspirations and achievements of Latinos for years, and in many significant ways.
While Nordstrom has done some national print advertising, its connection is deeper than simply attracting the Latino consumer to shop at their stores. And while it does it pretty quietly 11 months out of the year, it makes a big difference. Here are some ways Nordstrom has done it right--ways that every corporation should be noting:
CHARITABLE DONATIONS
When I last spoke with a Corporate Communications contact there, Nordstrom was making annual donations of $1,000 to $65,000 each to more than 20 Latino organizations nationally--eight of which were focused on education.
SUPPLIER DIVERSITY
Their Supplier Diversity Program, created in 1989, ensures access to the economic opportunities within Nordstrom for minority- and women-owned businesses. I have figures back from 2005, when Nordstrom expenditures with minority and women-owned businesses reached $635 million, bringing total expenditures to $6.4 billion since the program was launched.
Also, prior to building or relocating a new store, Nordstrom sponsors and promotes a Project Preview, which is designed to introduce Nordstrom to minority- and women-owned subcontractors and suppliers in local communities. This presents a great opportunity for local companies to learn about Nordstrom business practices, bidding procedures and to become familiar with the requirements of the project.
LATINA EMPOWERMENT
Each year, Nordstrom hosts the Latina Empowerment Summit at its downtown Seattle store. This is a day wherein local Latinas are invited to hear from nationally known speakers as well as a panel of regional role models. This year's Summit--the 10th annual event--is this coming Saturday. Attendees will hear from keynote speaker Consuelo Kickbusch, a retired Lieutenant Colonel in the U.S. Army, founder and president of Educational Achievement Services, Inc., and an accomplished author. It's an event that inspires and connects attendees to the Latinidad they share. (I've attended this event, too, and its an amazing warmth that's created in that room!) This year's invitations feature the work of local artist Blanca Santander.
So as you may have noticed, it's about more than just Hispanic Heritage Month, and it's about more than advertising. It's about creating a real connection--a connection that truly matters--to communities and to consumers.
Of course, as a native Seattleite I'm partial to Nordstrom, which got its start as a Seattle shoe store in 1901. But I think this is one company that can proudly serve as a model of diversity. Oh, and here's more information on its Hispanic Heritage Month promotion this year.
Showing posts with label Nordstrom. Show all posts
Showing posts with label Nordstrom. Show all posts
Tuesday, September 21, 2010
Thursday, October 1, 2009
Bravo, Nordstrom!
...And I'm not just referring to yesterday's Fall Fashion Show.
When it seems most companies are pulling back on sponsorships and special events, Nordstrom steps up to the plate and more. I read an editorial in The Seattle Times the other day that hailed the retailer for stepping up and taking over a sponsorship when another company backed down.
And of course there's the annual Latina Empowerment Summit, what appears to be a venture between Nordstrom and local iconic leader Dr. Sandra Madrid. In past years, an employee or intern of mine would attend the event, meant for Latinas. This year, I sent myself.
I am so glad I finally had an opportunity to see what the fuss is all about! It's a half-day of inspiration, of laughter, of sharing. Truly empowering, even for this gringa.
The day was kicked off with Nordstrom staff (Go, Amelia!) and Dr. Madrid who is always so warm and welcoming; then Marisa Rivera-Albert took over. She is the president of MPowerment Works and previously served as president of the National Hispana Leadership Institute. This woman is the BOMB--she has amazing energy and just makes you feel GOOD.
And she offered up some cool figures to show us just how important women are to U.S. marketers:
After Marisa lifted us with her candor and passion, we had the pleasure of hearing from a panel of women who were each so different from each other.
Blanca Santander
An artist and communicator, Blanca celebrated the achievement of getting a tote bag featuring her beautiful work distributed throughout U.S. Barnes & Noble stores. Hurrah! I urge you to seek out this piece and buy it. I think she said it was just $10, but the art is priceless--very magical.
Blanca urged Summit attendees to "Follow your heart, no matter how difficult," explaining that doors were going to open if we follow our passion. She talked about how hard it is to be a successful female artist, and that being Latina makes it that much more difficult.
The Rt. Reverend Bavi Edna "Nedi" Rivera
Bishop Rivera was a hoot! She had a wonderful, calming presence, but her humor was fantastic. She is the first and only Latina bishop (and one of only 27 women, of thousands of bishops). She's the 12th female bishop in the Episcopal Church. So she's clearly a pioneer. Oh and she had a role model: Her father was the first U.S. Hispanic bishop in the Episcopal Church.
She shared a telling story about discrimination: That when she lived in Northern California, a neighbor was trying to keep Latinos out, mentioning that he/she didn't "want those people moving in." Nedi replied, "You should know, then, that about 60% of your current neighbors are 'those people' and that I am also 'those people.'"
She explained that every time she's been in transition, she's been open to a greater number of choices. Her mission? "To help people. We're here to serve one another."
Sonia Rodriguez
Sonia is a current council member of the Yakima City Council, and is running for re-election. Sounds easy, considering she's the only Latina/o candidate (and the only Latina/o currently serving). But it's not. Despite the fact that Yakima has a Hispanic population density of 40%, there still exists a lot of discrimination there. Many there fear that the Latinos will "take over" if they amass power, shared Sonia.
Her advice for success? "Always take risks. Don't stay in your comfort zones."
And she said something else that she finds to be a misconception about Latinos. "They think I can represent the entire Latino community," but, she warned, "You can't group us all together." As for Sonia, she's a young mother and attorney--and leads the largest firm in Yakima.
By the way, a bag was passed as the speakers talked, and it filled with checks and cash for the Committee to Re-Elect Sonia Rodriguez. Sonia's platform focuses on the gang problem, public safety, economic development, and control of the budget. If you'd like to contribute, here's the address:
Sometime during the morning's events, they asked who had been to previous Latina Empower Summits, and many of those in attendance had--and one had been there for every single event.
There was something else I just have to relate: Mother-and-daugher pairings were asked to stand and be introduced, and there were at least 10 of those pairings--including one representing not two but *three* generations! (Which reminded me of a photo The P-I took of my grandmother, my mom, my little sister and I--in matching dresses--in front of the Women's University Club, back in the day.) It was pretty neat.
Other cool stuff happened, such as the "Cosmetics Presentation," which I frankly dreaded would be a hard sell. It wasn't. It was just some cool Nordstrom employees representing different brands and products, willing to show us how the products work and also willing to give some of it away. Women were asking questions about their particular skin types and situations, and were very engaged. So in the end that was a very positive part of the program.
Fun stuff was given out all day (I was not one of the lucky ones)--mostly from Nordstrom (including a coveted pedicure at the Nordstrom Spa). Also - It was really cool of SAM to offer up free passes to the museum for us all, and Capitol Hill's Barrio to give us all gift cards!
Beautiful event. I will continue to encourage my Latina friends to attend. And now I know why, first-hand.
When it seems most companies are pulling back on sponsorships and special events, Nordstrom steps up to the plate and more. I read an editorial in The Seattle Times the other day that hailed the retailer for stepping up and taking over a sponsorship when another company backed down.
And of course there's the annual Latina Empowerment Summit, what appears to be a venture between Nordstrom and local iconic leader Dr. Sandra Madrid. In past years, an employee or intern of mine would attend the event, meant for Latinas. This year, I sent myself.
I am so glad I finally had an opportunity to see what the fuss is all about! It's a half-day of inspiration, of laughter, of sharing. Truly empowering, even for this gringa.
The day was kicked off with Nordstrom staff (Go, Amelia!) and Dr. Madrid who is always so warm and welcoming; then Marisa Rivera-Albert took over. She is the president of MPowerment Works and previously served as president of the National Hispana Leadership Institute. This woman is the BOMB--she has amazing energy and just makes you feel GOOD.
And she offered up some cool figures to show us just how important women are to U.S. marketers:
- Women are responsible for 83% of all consumer purchases in the U.S.
- Women own 70% of small businesses.
- Latinas are the fastest-growing segment among small business.
- Among Latinos, women have 62% of the purchasing power.
After Marisa lifted us with her candor and passion, we had the pleasure of hearing from a panel of women who were each so different from each other.
Blanca Santander
An artist and communicator, Blanca celebrated the achievement of getting a tote bag featuring her beautiful work distributed throughout U.S. Barnes & Noble stores. Hurrah! I urge you to seek out this piece and buy it. I think she said it was just $10, but the art is priceless--very magical.
Blanca urged Summit attendees to "Follow your heart, no matter how difficult," explaining that doors were going to open if we follow our passion. She talked about how hard it is to be a successful female artist, and that being Latina makes it that much more difficult.
The Rt. Reverend Bavi Edna "Nedi" Rivera
Bishop Rivera was a hoot! She had a wonderful, calming presence, but her humor was fantastic. She is the first and only Latina bishop (and one of only 27 women, of thousands of bishops). She's the 12th female bishop in the Episcopal Church. So she's clearly a pioneer. Oh and she had a role model: Her father was the first U.S. Hispanic bishop in the Episcopal Church.
She shared a telling story about discrimination: That when she lived in Northern California, a neighbor was trying to keep Latinos out, mentioning that he/she didn't "want those people moving in." Nedi replied, "You should know, then, that about 60% of your current neighbors are 'those people' and that I am also 'those people.'"
She explained that every time she's been in transition, she's been open to a greater number of choices. Her mission? "To help people. We're here to serve one another."
Sonia Rodriguez
Sonia is a current council member of the Yakima City Council, and is running for re-election. Sounds easy, considering she's the only Latina/o candidate (and the only Latina/o currently serving). But it's not. Despite the fact that Yakima has a Hispanic population density of 40%, there still exists a lot of discrimination there. Many there fear that the Latinos will "take over" if they amass power, shared Sonia.
Her advice for success? "Always take risks. Don't stay in your comfort zones."
And she said something else that she finds to be a misconception about Latinos. "They think I can represent the entire Latino community," but, she warned, "You can't group us all together." As for Sonia, she's a young mother and attorney--and leads the largest firm in Yakima.
By the way, a bag was passed as the speakers talked, and it filled with checks and cash for the Committee to Re-Elect Sonia Rodriguez. Sonia's platform focuses on the gang problem, public safety, economic development, and control of the budget. If you'd like to contribute, here's the address:
Committee to Re-Elect Sonia Rodriguez
P.O. Box 768
Yakima WA 98907
Sometime during the morning's events, they asked who had been to previous Latina Empower Summits, and many of those in attendance had--and one had been there for every single event.
There was something else I just have to relate: Mother-and-daugher pairings were asked to stand and be introduced, and there were at least 10 of those pairings--including one representing not two but *three* generations! (Which reminded me of a photo The P-I took of my grandmother, my mom, my little sister and I--in matching dresses--in front of the Women's University Club, back in the day.) It was pretty neat.
Other cool stuff happened, such as the "Cosmetics Presentation," which I frankly dreaded would be a hard sell. It wasn't. It was just some cool Nordstrom employees representing different brands and products, willing to show us how the products work and also willing to give some of it away. Women were asking questions about their particular skin types and situations, and were very engaged. So in the end that was a very positive part of the program.
Fun stuff was given out all day (I was not one of the lucky ones)--mostly from Nordstrom (including a coveted pedicure at the Nordstrom Spa). Also - It was really cool of SAM to offer up free passes to the museum for us all, and Capitol Hill's Barrio to give us all gift cards!
Beautiful event. I will continue to encourage my Latina friends to attend. And now I know why, first-hand.
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