By: Lucia Moses
Building reach with Hispanics, who represent 30% of the market, is a goal of aggressive marketing plans by Freedom Orange County Information, parent of The Orange County Register in Santa Ana, Calif., and its related publications.
To that end, Freedom hired for the first time an ad agency with Hispanic expertise, DGWB. The company also hired the 10th Degree agency to develop direct marketing programs to increase customer loyalty.
Forthcoming campaigns will strive to make an emotional connection with readers said David Stark, senior vice president of strategic market development for the Freedom Communications Inc. unit, which will start targeting people by life stage.
“Everyone’s aware of our brand,” he said. “What we want to do is push attributes.”