Embracing Diversity is More Than Supporting A Cause

When Entrepreneurship Finds You

Tue, 03 Mar 2026 05:18:45 GMT

Lessons from Uncertainty, Caregiving, and Learning to Choose Myself

A Note from the Founder

This post is part of a short reflection series for Women's History Month. I’m sharing for women navigating questions around work, balance, and what success looks like in different seasons of life.

Over the years, I’ve worked across corporate, nonprofit, and entrepreneurial environments. Each offered something valuable—and each came with trade-offs that aren’t always talked about honestly.

In the first post, I share how I think about choosing between these paths with intention. In the second, I open up more personally about how entrepreneurship found me during a season shaped by uncertainty, caregiving, and the need to prioritize my own health.

My hope is that these reflections offer clarity, reassurance, or simply the reminder that you are not alone in asking these questions.

Post #2 in the Series

Entrepreneurship was never something I set out to do.

I didn’t wake up one day with a business plan and a dream to “be my own boss.” What I had instead were moments of uncertainty, corporate mergers, restructuring, and financial decisions made far beyond my control that resulted in entire departments being shut down.

Like many women, I did everything right. I worked hard. I stayed committed. I delivered results. And still, I learned the hard truth that stability inside an organization can change overnight.

Entrepreneurship didn’t come from ambition—it came from timing.

It showed up when I needed to be present for my aging parents. When appointments, advocacy, and simply being there mattered more than another meeting on my calendar. It showed up when my own health demanded attention, after years of pushing through, postponing rest, and putting myself last.

That season forced a realization I couldn’t ignore anymore.

We’ve all heard the airplane analogy: put your oxygen mask on first before helping others. I understood it intellectually for years. I just never practiced it.

Like many women, I was conditioned to carry responsibility quietly, to keep going, to be dependable, to absorb stress so others didn’t have to. Entrepreneurship slowed me down enough to see that sustainability is not selfish. It’s necessary.

This path hasn’t been glamorous or linear. It’s required discipline, boundaries, and a willingness to listen to myself in ways I hadn’t before. But it gave me something I didn’t realize I needed so badly: permission to design my life around what mattered most in that moment.

If you’re standing at a crossroads, whether because of change you chose or change that chose you, know this: sometimes the path you never planned for becomes the one that allows you to breathe again.

And that, too, is success.

Read the companion post: Choosing Balance: Corporate, Non-Profit, or Entrepreneurship-Lessons I've Learned Along the Way

About Angelica Urquijo and The Imagen Group:

A proud graduate of the University of Southern California's Marshall School of Business, Angélica also pursued specialized studies in Marketing, Public Relations, and Broadcast Journalism at UCLA. Beyond her professional work, she is deeply committed to mentoring Latina entrepreneurs, empowering

minority-owned businesses, and advancing equity in underserved communities. At her core, Angélica is a connector, storyteller, and advocate. She leads with gratitude and vision, ensuring that every campaign The Imagen Group touches not only achieves its goals but also leaves a lasting social impact. Learn more: www.linkedin.com/in/angelicaurquijo

www.theimagengroup.com

Women's History Month Series: Choosing Balance: Corporate, Nonprofit, or Entrepreneurship — Lessons I’ve Learned Along the Way

Tue, 03 Mar 2026 01:15:01 GMT

Choosing Balance: Redefining Success on Our Own Terms

A Note from the Founder

This post is part of a short reflection series I’m sharing for women navigating questions around work, balance, and what success looks like in different seasons of life.

My hope is that these reflections offer clarity, reassurance, or simply the reminder that you are not alone in asking these questions.

Part 1: Choosing Balance: Corporate, Nonprofit, or Entrepreneurship — Lessons I’ve Learned Along the Way

There comes a moment—sometimes quietly, sometimes all at once—when you realize the life you are building no longer fits the person you are becoming.

For many women I speak with today, that moment shows up as a question: Do I stay in corporate America, move into nonprofit work, or build something of my own? And beneath that question is another, more honest one: How do I create a life that allows me to succeed without losing myself in the process?

I’ve lived each chapter in different ways. I’ve worked inside structured institutions. I’ve partnered closely with nonprofits driven by mission. And I ultimately chose entrepreneurship—not because it was easy, but because it allowed me to design a version of success aligned with my values, my health, and my family.

For years, I believed balance would come after I proved myself, after the promotion, after the next milestone, after the recognition. What I learned instead is that balance must be built intentionally, regardless of where you work.

Corporate environments can offer stability, resources, and clear advancement paths, but often at the cost of rigidity and limited flexibility. Nonprofits can provide purpose and alignment, but they frequently ask for emotional labor that goes unseen. Entrepreneurship does not magically create balance. What it creates is choice.

Entrepreneurship is not an escape, it is a commitment. You trade predictability for responsibility. You trade hierarchy for accountability. But you gain the ability to build your work around your life, not the other way around.

One of the most important lessons I’ve learned is that mission and sustainability must coexist. Meaningful work should not require burnout as proof of dedication.

You are allowed to redefine success. What success looked like for me in my twenties is not what it looks like now. Today, it includes flexibility, health, relationships, and the ability to contribute without constant urgency.

There is no single right choice, only the one that fits this season of your life. Balance is not something you find. It is something you design, one decision at a time.

Read the companion post: When Entrepreneurship Finds You

Shedding Light on Latino Heart Health — A Valentine’s Day Weekend Wish

Mon, 16 Feb 2026 05:24:19 GMT

Taking care of your heart is an act of love — not just for you, but for your familia

Valentine’s Day — a day about love, connection, and the precious people who hold our corazón. But beyond chocolates and roses, this day also reminds us of the heart that makes every love story possible: our own heart.

Heart disease remains the leading cause of death in the United States, accounting for more deaths than all cancers combined. According to the American Heart Association (AHA) 2025 Heart Disease & Stroke Statistics Update, more than 940,000 Americans died from cardiovascular disease in a single recent year, nearly 1 in 3 deaths. (AHA 2025 Report)

For many in Latino communities, love is tied to familia, shared meals, celebrations, traditions, and collective care. Yet the same communities face significant heart health challenges:

High blood pressure affects Latino adults at similar or higher rates than the general population, increasing risk for stroke and heart attack.
Obesity and diabetes, both risk factors for cardiovascular disease, are more prevalent in Hispanic/Latino adults than in non-Hispanic White adults.
Despite these risk factors, Hispanic/Latino people are underrepresented in clinical research, making it harder to tailor prevention and care strategies to our communities. (AHA Continuing Efforts Report)

These aren’t abstract numbers. These are our abuelos, nuestros padres, our hermanos y hermanas — the very people who make our communities whole.

Bridging Awareness and Action

Understanding risk is one thing. Acting on it is another, especially when systemic barriers like lack of culturally responsive care, language challenges, and limited access to care exist. The AHA also reports that nearly half of U.S. adults have some form of cardiovascular disease or related risk factors, highlighting why prevention and early care matter more than ever. (AHA 2025 Report).

At The Imagen Group, we know that health communication isn’t just about facts, it’s about meeting people where they are, with messages that speak to their lived experiences, culture, and values. That’s why we work alongside:

Healthcare providers
Academic researchers and institutions
Government agencies and public health departments
Private sector partners

…to ensure outreach and engagement strategies connect not only to the mind, but also the corazón of the communities they serve.

❤️ What You Can Do Today

Taking care of your heart is an act of love — not just for you, but for your familia:

Know your numbers: Blood pressure, cholesterol, and blood sugar checks are vital.
Move with loved ones: A daily walk after meals can make a difference.
Eat with intention: Heart-healthy versions of cultural dishes can nourish without sacrificing flavor.
Find care you trust: Culturally responsive providers help close gaps in prevention and treatment.

Our Valentine’s Day Wish

This Valentine’s Day, our wish is simple:

That we choose love — for ourselves, our families, and our communities.

At The Imagen Group, we are honored to partner with organizations across sectors to support heart health initiatives that are equitable, effective, and culturally grounded. Because when messaging connects to the heart and soul of a community, the impact goes far beyond awareness — it becomes action.

From our familia to yours — take care of your corazón, today and every day. ❤️

The Imagen Group. Inc. is a California based social impact marketing and communications firm led by Angelica Urquijo a former news anchor and medical reporter. Our goal connecting to the heart and soul, while educating and empowering diverse communities. Behavior change programs among the specialties led by the bilingual team of communications, public relations and community engagement teams at The Imagen Group.

Choosing the Right PR & Marketing Agency to Reach Hispanic Communities | The Imagen Group

Mon, 29 Sep 2025 06:09:28 GMT

Connecting with Hispanic Communities Requires More Than Outreach

Reaching Hispanic communities isn’t just about sending out translated materials or showing up at events. True connection requires strategy, cultural fluency, and trust .

For organizations committed to engaging Latino audiences, the right PR and marketing agency can make the difference between surface-level outreach and meaningful, long-lasting impact . At The Imagen Group, we often hear from organizations that know they need help but aren’t sure what to look for in a partner. Here are four key questions to ask when selecting the right PR and marketing firm:

Quick Tips: What to Ask Before Choosing a PR Partner

“4 questions to ask when choosing a PR and marketing agency to reach Hispanic communities”

1. Is the leadership bilingual?

Speaking Spanish is more than stringing together a few words. It’s about fluency, cultural nuance, and confidence in engaging with Spanish-language media and stakeholders. Agencies with bilingual leadership guide messaging with authenticity and ensure your outreach resonates.

2. Does the team understand cultural context?

Translation alone is not enough. Effective communication requires bicultural insight —an understanding of how messages are received and interpreted within diverse communities. A strong partner agency ensures campaigns are both linguistically accurate and culturally relevant .

3. Do they provide bilingual media training?

Your leaders and spokespeople are the face of your organization. Preparing them to represent your brand in both English and Spanish builds trust and credibility. Look for agencies that offer bilingual media training so your team communicates confidently across languages and platforms.

4. Do they have community relationships?

Successful outreach doesn’t happen in isolation. The most effective agencies maintain long-standing, trusted partnerships with grassroots organizations, community leaders, and local media outlets. These relationships open doors, increase visibility, and foster genuine engagement.

Why This Matters

The U.S. Latino market continues to grow in size, influence, and buying power. But earning trust requires more than outreach—it requires cultural fluency and proven expertise .

Partnering with an agency that brings lived experience, professional credibility, and community connections ensures your investment in outreach delivers measurable results.

The Imagen Group Difference

At The Imagen Group, bilingual leadership is at the heart of who we are . We combine lived experience with professional expertise to help organizations communicate authentically and effectively with Latino audiences. From strategy and media training to grassroots engagement, we position our clients to succeed.

Ready to Strengthen Your Communications and Outreach?

Let’s connect and explore how we can help your organization build authentic relationships with Hispanic communities.

�� Contact The Imagen Group

Kick off to Hispanic Heritage Month- Meet Our Founder Angelica Urquijo

Sun, 14 Sep 2025 05:44:06 GMT

Angelica Urquijo embraces her culture. Latina leader, connector, storyteller and advocate.

Angélica Urquijo is a seasoned, bilingual public affairs executive, journalist, and entrepreneur with more than 25 years of experience leading communications strategies that move missions forward. As the Founder and President/CEO of The Imagen Group, Inc., a certified small, minority, woman-owned consultancy, she specializes in creating visibility solutions that connect public and private sector organizations with diverse communities across Southern California, the United States and beyond.

Angélica has built a reputation for designing campaigns that are culturally competent, impactful, and inclusive - bridging the gap between institutions and the people they serve. Under her leadership, The Imagen Group has partnered with government agencies, nonprofits, and corporations to lead high-profile initiatives in public health, economic opportunity, education, infrastructure, and community engagement. Clients rely on her and her team to educate, empower, and mobilize audiences through innovative strategies in public relations, cross-cultural marketing, stakeholder engagement, and social impact communications.

Her career began in broadcast journalism, where she spent a decade as a television reporter and news anchor. That foundation in storytelling and on-camera communications continues to shape her approach today, as clients often call upon her to serve as a trusted bilingual spokesperson and community liaison.

www.theimagengroup.com

5 Tips to Attracting Media Coverage

Wed, 10 Sep 2025 03:11:06 GMT

Trust, Consistency, and Respect the Basis to Strong Media Relationships

Strong media relationships don’t happen overnight, they’re built with trust, consistency, and respect. If you want your brand’s story to be heard, investing time into cultivating connections with journalists and outlets is key. Here are five quick tips to get started:

1. Do Your Homework: Research journalists and outlets before reaching out so your pitch aligns with their interests and audience.

2. Personalize Your Outreach: Avoid mass emails. Tailor your message to show you understand their beat and value their work.

3. Offer Value, Not Just Promotion: Position yourself as a resource by providing expert insights, timely data, or unique perspectives.

4. Respect Their Time: Keep your pitches clear and concise, and always follow up politely without spamming.

5. Nurture the Relationship: Stay in touch even when you don’t have a story. Share relevant updates, congratulate them on their work, and keep the connection authentic.

Building meaningful media relationships opens the door to stronger visibility and lasting credibility.

Did we mention The Imagen Group team includes former tv, radio and print reporters with relationships with general market and Spanish language media outlets in Los Angeles, Southern California and across the United States?

At The Imagen Group, we help businesses craft powerful stories and foster the right connections to elevate their brand. Learn more at theimagengroup.com !

5 Media Relations Tips to Reach Los Angeles News Outlets

Wed, 06 Aug 2025 19:52:36 GMT

Are you using data to enhance your news coverage?

Numbers don’t just belong in reports, they can also strengthen your media outreach. Data can help you time your pitch, tailor your message, and prove why your story matters. Here are five smart ways to use data to refine and elevate your press pitch strategy.

1. Track Reporter Beats and Timing: Use tools like Muck Rack or Google Alerts to find out what reporters are covering and when, so your pitch lands at the right moment.

2. Analyze Audience Engagement: Look at which topics or formats get the most clicks, shares, or comments, and frame your story in a similar way.

3. Reference Recent Industry Stats: Add relevant, timely data to your pitch to show why your story has urgency or impact, journalists love a strong hook with numbers to back it up.

4. Use Open and Response Rates to Tweak Pitches: Review how your past pitches performed and adjust your subject lines, timing, or angle based on what’s worked best.

5. Track Seasonal Trends: Use historical data to anticipate coverage cycles, like pitching mental health stories in May or back-to-school topics in August.

Want to turn numbers into newsworthy stories? The Imagen Group can help you use research and insights to build stronger media relationships and get your story noticed. Visit theimagengroup.com to learn more!

Leadership in Action our Commitment to Our Clients and Key to Business Success

Tue, 22 Jul 2025 07:37:36 GMT

MEHKO Program – Leadership in Action

At The Imagen Group, leadership is more than direction, it’s about showing up in the field alongside our communities and clients.

Here’s a look at Angelica Urquijo, President & Founder, connecting with a community member at our booth for the Los Angeles County MEHKO Program , an exciting initiative that enables residents to launch mini restaurants from their home kitchens.

As the firm’s lead partner in Community Outreach, Education, and Technical Support, Angelica guides strategy and client relations personally, always working hand-in-hand with our Outreach Team to deliver exceptional impact.

As a certified small business, we offer customized, high-quality solutions rooted in deep experience and personal attention. Whether you're launching a new initiative or scaling a current program, we’re committed to achieving your goals together.

Contact us today at theimagengroup.com to schedule a FREE 30-minute consultation!

6 Marketing and Communications Trends in 2025

Tue, 31 Dec 2024 08:57:51 GMT

How to Boost Your Business Incorporating these 6 Tips into Your Marketing Strategy

Marketing, communications, and social media are evolving faster than ever in 2025. Here’s a glimpse at the 6 things to incorporate into your business strategy in 2025.

1. Personalization at Scale : From tailored emails to customized ads, brands are leveraging AI and data to create hyper-personalized experiences like never before.

2. Video as a Dominant Medium : Short-form videos and interactive content are taking over, making platforms like TikTok and Instagram Reels a must for reaching audiences.

3. Social Commerce Expansion : Shopping directly on social media is becoming seamless, with features that make browsing and buying as easy as tapping a screen.

4. Voice Search Optimization: As voice assistants grow in popularity, content will increasingly be optimized to answer queries conversationally.

5. AI in Marketing : From automating tasks to generating creative content, AI tools are streamlining workflows and driving innovation.

6. AR Integration : Augmented reality is transforming how consumers experience brands, offering virtual try-ons and interactive demos.

Discover how The Imagen Group a Los Angeles based Hispanic strategic communications, public relations, marketing and public engagement consulting firm can help your business stay ahead of the curve in 2025. From innovative strategies to tailored solutions, we’re here to elevate your marketing and communications. Visit theimagengroup.com to learn more!

Four Tips to Effective Community Engagement to Reach a Hispanic Audience

Fri, 29 Nov 2024 07:46:31 GMT

Did you know? Latinos are not a monolithic group-- our community is beautifully diverse, including Afro-Latinos, Asian Latinos, and many others who come from different cultural backgrounds and experiences

Want to engage effectively with the Hispanic community? Here are a four key strategies to develop an effective community outreach strategy to help your company build trust and make meaningful connections:

1. Collaborate with Trusted Community Partners : Collaborating with established community partners helps build credibility and trust.

2. Develop Bilingual Collateral : Ensure your materials are available in both English and Spanish to effectively reach and communicate with diverse audiences.

3. Hire Representatives from the Community : Bring on consultants who reflect the community you're trying to engage, ensuring cultural understanding and authenticity.

4. Ensure Your Team is Truly Bilingual : It's important that your team can not only speak Spanish but also understand cultural nuances to communicate effectively.

Looking to develop an impactful engagement strategy? Reach out to The Imagen Group at theimagengroup.com for tailored solutions. The Imagen Group, is a minority-owned, Pasadena based public relations firm serving clients throughout California and the US.

Four Tips to Reach Spanish Language Media

Sat, 28 Sep 2024 01:50:50 GMT

Make Sure Your Team or Consultant are Bilingual !!!

Looking to connect with Spanish language media? Here are a few key tips to ensure your message resonates:

1. Ensure Spokesperson is Bilingual : A fluent bilingual spokesperson can effectively communicate your message in both languages.

2. Pitch Relevant Stories : Focus on stories that are of interest to ethnic media and resonate with the Hispanic community.

3. Media Training is Key : Make sure your team is properly trained for interviews to maintain a polished and professional image.

4. Provide Specific Stats : Use data that reflects the Hispanic population to create a stronger connection and highlight the relevance of your message.

We’re ready to help you connect with this powerful demographic through tailored strategies. Our team, including our President/ CEO and Founder of The Imagen Group, a Los Angeles based minority-owned marketing and public relations agency are all bilingual with strong ties to Spanish language and mainstream media. Reach out at theimagengroup.com to start building meaningful connections today!

PR Tips to Generate News Media Coverage in 2025

Thu, 29 Aug 2024 07:11:43 GMT

Do you have a Public Relations toolkit for reporters?

A well-prepared PR toolkit is essential for efficient and effective public relations efforts. Here’s some things to include:

1. Press Release Templates : Have adaptable templates ready that can be quickly tailored for various announcements and events.

2 . Media Contact List: Keep an updated list of media contacts, segmented by industry for targeted outreach.

3. Company Fact Sheet : Create a one-page overview of your company's history, mission, key products, and leadership team.

4. Crisis Communication Plan : Prepare a thorough crisis plan with pre-drafted statements and response strategies for potential PR challenges.

5. Brand Assets Library : Maintain a collection of high-quality logos, images, and brand guidelines for easy sharing.

Ready to build or refine your PR toolkit? Contact us today at theimagengroup.com for expert support and resources!

The Imagen Group is a Los Angeles based minority-owned multicultural marketing and public relations agency led by a Latina former broadcast journalist.

Continuing to Push the Boundaries As We #EmbraceEquity this International Women’s Day

Wed, 08 Mar 2023 04:43:31 GMT

#EmbraceEquity … that’s the hashtag. But what does it mean to you on this International Women’s Day 2023?

For starters, why are 43 percent of the women leaders suffering burnout compared to 31 percent of men, according to Lean In’s Women in the Workplace 2022 study? Perhaps, as the same study shows, it’s because women on all rungs of the business ladder are responsible for most, if not all, of the homemaking and caregiving responsibilities. Twice as many women entry-level workers were responsible for all of the homemaking duties. In leadership roles, that gap nearly doubled. In addition, the National Strategy on Gender Equity and Equality report showed one in six women provide unpaid eldercare. Meanwhile, the paid child and eldercare workforce has been low-paying for decades. Women make up 95 percent of childcare workers and 90 percent of home health providers, with a disproportionate number being women of color.

On the flip side, Lean In found women’s relative representation in engineering and technical fields had dropped since 2018. This bodes poorly for gender equality front as these positions tend to be the nation’s high-growth and high-pay opportunities. One bright spot, however, exists in the manufacturing sector, according to the US Census Bureau . Women earned 16 percent more on average than the median income for employed women. The industry is attracting more women by nudging girls toward the STEM track, and changing perceptions of women in manufacturing.

Organizations and industries that do not promote diversity, equity, and inclusion stand to lose their greatest asset … their women leaders. And who will follow? The young women who should have been the organizations’ next great leaders will instead take their mentors’ leads and go to an organization that shares their values or embark on their own business ventures with like-minded entrepreneurs. Equal opportunity isn’t enough. True inclusion and belonging require equitable action.

"The story of women's struggle for equality belongs to no single feminist nor to any one organization but to the collective efforts of all who care about human rights,” Gloria Steinem once said.

What efforts will you make? How will you tell your story? Partner with The Imagen Group to explore the possibilities.

The Imagen Group, a Los Angeles based minority-owned marketing and public relations agency led by a Latina public relations executive, and former broadcast journalist in California and Nevada.

Celebrate You- Women's History Month 2023

Sun, 05 Mar 2023 07:12:11 GMT

Changing the Narrative About Mujeres

Women’s History Month’s 2023 theme is “Celebrating Women Who Tell Our Stories!” Women like the San Francisco Bay Area’s Belva Davis , the first Black woman reporter on the west coast, who hosted and helped create the nation’s first public affairs program focused on ethnic communities. As a Latina-owned small business, The Imagen Group appreciates women like Belva and Maria Hinojosa , the first Latina in many newsrooms. Thanks to their pioneering work, we now have a host of women of all races and ethnicities telling stories about all our cultures on forums from podcasts to art and music videos.

What is your story as a woman entrepreneur? Do you need help telling it? Call the Imagen Group to discuss the possibilities .

The Imagen Group, is a Los Angeles based minority-owned marketing and public relations agency led by a Latina public relations executive and former broadcast journalist.

Shedding Light on Latino Heart Health - Valentine's Day Wish

Tue, 14 Feb 2023 09:15:06 GMT

Messages that connect to the heart and soul

Happy Valentine’s Day!

Today we celebrate all things love and matters of the heart. But have you thought about how much your heart matters to your overall health? Heart disease is the leading killer in the United States, and according to the American Heart Association , US Latinos in particular are vulnerable to risk factors that contribute to poor heart health, from 2015 to 2018, 52.3% of Hispanic men and 42.7% of Hispanic women aged 20 years and older had cardiovascular disease (CVD). Excess weight, high blood pressure, high cholesterol, and diabetes all can lead to poor heart-health outcomes. Heart attack and stroke can lead to problems with Dementia, as well as problems with the function of all our other organs.

Americans, and Latinos in particular, must be more conscious of proper diet and nutrition, the importance of taking prescriptions for maintaining healthy blood pressure and glycemic levels, and one we all sometimes want to overlook …. exercise. It can be easy to say, “I’ll go to the gym manana,” or “I’ll start eating healthy tomorrow after my Valentine’s Day feast,” or a host of other things we have all uttered at one or another to put off doing what doesn’t seem like “fun.”

Part of making a heart-healthy lifestyle fun is looking at it through a different lens. While our moms might have used lard and cooked with a lot of pork and red meat, we can substitute heart-healthy olive oil and use poultry, fish, or plant-based proteins. There are many blogs and websites out there with recipes and ideas for making healthier versions of our traditional foods.

Who doesn’t like to talk to our friends and catch up on the latest gossip? How about instead of inviting your friends over for a cafe or vino you go out for a walk with them? It’s a great way to get your steps in while you’re catching up on the latest chisme. If they’re not in your town, call them up and walk while you talk to them. Just like that, you have an exercise accountability partner. And while you’re dishing the latest dirt, why not encourage your friends and family to go to the doctor for regular check-ups to make sure their prescriptions are still maintaining healthy blood pressure and glucose levels? You can also keep track of your personal stats between doctor visits with various apps on your smartphones or inexpensive blood pressure monitors.

Let’s commit to showing our love for one another and our culture this February for American Heart Month by instituting heart-healthy habits in our own lives. If you have a product or service that can help in our heart-health endeavors, set up a free consultation with The Imagen Group to find out how we can partner and reach our diverse communities.

The Imagen Group, is a Los Angeles based minority-owned public relations and multicultural marketing agency led by a Latina public relations executive and former broadcast journalist, and medical reporter.

Valentine's Day.... Latin America Celebration of Love and Friendship

angelica@theimagengroup.com (Angelica Urquijo) — Tue, 15 Feb 2022 04:36:15 GMT

Happy Valentine's Day. Feliz Día del Amor y la Amistad to our friends, clients and community partners.

Happy Valentine's Day ... Feliz Día del Amor y la Amistad�� to our friends, clients and community partners.

You've heard of the 5 Love Languages, as it pertains to personal relationships, right? In the business world, understanding and embracing diversity, and connecting to the heart and soul of our customers and employees is key too !!!

On this Valentine's Day... share the gift of love and learn one new thing about another culture. Did you know the day of love and friendship is celebrated in The United States, Canada, Mexico, Guatemala, Peru and other Latin America countries?

Are you interested in developing an inclusive marketing strategy to engage diverse audiences in 2022? Let's schedule a free 30 minute consultation and let's identify how The Imagen Group team can assist your organization reach its short and long term D & I goals.

The Imagen Group is a Los Angeles California based minority-owned multicultural marketing and public relations agency led by a Latina former broadcast journalist.

�� Feliz Día del Amor y la Amistad.

Have a wonderful day celebrating the amazing people in our life.

Photo credit of rose: @Unsplash @beccatapert

What is the Meaning Behind Your Logo?

angelica@theimagengroup.com (Angelica Urquijo) — Mon, 20 Dec 2021 07:55:17 GMT

ImageN: Connecting You to the Heart and Soul of Multicultural Audiences

At the ImageN group, we take our name very seriously. As the saying goes, “image is everything.” For us, ImageN isn’t just a logo to be plastered on t-shirts, ball caps, and tchotchkes. It’s a symbol of how we strive to create lasting value for our clients and our community.

Of course, the root of ImageN is “image.” Since you never have a second chance to make a first impression, we want to convey our meaning, values, and what we stand for the first time you see our name ImageN. ImageN says we are champions of diversity and inclusion, with our strength and focus on reaching the Spanish-speaking community. The flourishes in our N remind us of the tilde over the n in words such as español, our common language spoken in many, diverse dialects. The flourishes reaching out to connect to the two pillars of the “n” remind us of a bridge, spanning communication and cultural gaps to make that connection. The contrasting, deepening of the colors on that “bridge” speak to the diversity that exists within our culture. We come in many colors, and speak our language many different ways, but we share our love of family, community, and humanity. At ImageN, building cultural bridges is our business and our passion.

Working with ImageN inspires confidence in laying the foundation, building up, then putting the finishing flourishes on that bridge. We help you hone and fine tune that image so our communities are aware of your product or service to enhance the quality of their lives. We help you lay that foundation so that your business can be seen as a provider of products and services that is attuned to and responsive to our communities.

Finally, Image and the N come together to look like “imagine.” Imagine the creative talent of the ImageN group team , working with you to hone, brand, and/or enhance your image in the Latino community . Imagine our continuing team support as your product or service gains traction and visibility in the community. Imagine growing your business in this growing sector of our state and nation’s economy. Imagine the possibilities ….

We invite you to visit our website and learn more about our services and capabilities . www.theimagengroup.com

The Imagen Group, is a Los Angeles based minority-owned public relations and multicultural marketing agency led by a Latina public relations executive and former broadcast journalist.

Big Brand Cerveza’s Battle for the Latino Consumer

Thu, 18 Feb 2021 04:33:00 GMT

Aligning Corporate Social Responsibility and Multicultural Marketing in 2025

It is a universal truth that Latinos enjoy their beer, with the group accounting for 1 8% of all beer consumption in the United States . Beer epitomizes the social tendencies of the Latino population, we enjoy family gatherings, big dinners, watching futbol on the weekends, and cracking open a cold one after a long day of work. It’s no surprise that large alcohol brands are starting to hone in on Latinos and their $1.7 trillion in purchasing power . Coors and Budweiser (Anheuser-Busch) had command of 23.51% of the beer market i n 2020 and they both chased the lucrative Latino population through emotionally driven campaigns surrounding football and the Super Bowl.

Building Brand Loyalty Reaching the Hispanic Market

Coors went with a football-centric campaign that tugged at the heartstrings of true NFL fans by supporting the election of beloved Raiders coach Tom Flores into the Pro Football Hall of Fame. Flores, a son of Mexican immigrant farm workers, broke barriers in the NFL, as the first Latino head coach and one of only two people to win a Super Bowl as a player, assistant coach, and head coach. Coors Light’s “The Ice Man” campaign in support of his inclusion into the PFHOF, which included a landing page , commemorative can, a coupon code, and a petition prior to the announcement. Aside from this being a unique and brilliant campaign executed by Coors, their biggest achievement was successfully integrating multicultural and general marketing. Tom Flores is considered “one of their own” for Latinos and an NFL trailblazer, yet highly respected by football fans alike. Nothing felt forced or unauthentic, just an ode to a great man through some brews.

Corporate Social Responsibility Amidst the Pandemic

Budweiser made a big splash this year at the Super Bowl by not participating for the first time in 37 years. To put it in popular terms, in an unprecedented year, Budweiser opted to redirect their marketing funds to COVID-19 vaccine awareness campaigns. The beer brand is a Super Bowl staple, with commercials of puppies and their famous clydesdales, yet the goal this year, according to Anheuser-Busch CMO Marcel Marcondes, was to do “the best of both worlds” by actively contributing to society while improving societal perceptions of the vaccine. You could ask the question ”What makes this a multicultural marketing “campaign?”, but the answer lies in the statistics of the impact of COVID-19 by ethnic population. Latinos only account for 18% of the U.S population yet are 2.8x more likely to be hospitalized and die of the virus compared to their white counterparts. Latinos and people of color are the essential workers who live in multigenerational homes and are impacted the hardest by the virus. Budweiser’s “power of absence” campaign may not have intended to target Latino audiences, yet it’s directly impacting the health and lives of our population in the United States.

Corporate Social Responsibility Aligns with Inclusive Marketing

The need for multicultural marketing is finally being prioritized by big brands and it’s not often that they succeed in being authentic to reach the much-pursued Hispanic demographic like Coors and Budweiser. Aside from the knowledge that the ROI is high if Latinos are correctly marketed to, brands are starting to realize the importance of actively integrating themselves within the Latino community and committing to giving back to our diverse comunidades. It’s a commitment that takes time and must be authentic.

Aligning Community Engagement Programs to Your Brand Goals

Connecting to the heart and soul of the Hispanic community is what we do best at The Imagen Group , as a Latina, woman-owned marketing agency, our specialty is bringing together the right stakeholders to connect our clients with community leaders, ethnic news media, and Hispanic serving non-profit organizations in communities from Los Angeles and San Diego in California to New York City and San Juan, Puerto Rico. We are ready to bring our passion and knowledge of reaching multicultural consumers to your organization. Coors and Budweiser scored big with Hispanics for the big game through sincere and authentic marketing, sentiment achievable by brands who value and properly connect with their intended audience.

Are you ready to see your company reflect the needs of its community? Our team of bilingual communicators and marketers at The Imagen Group are ready to help you make that next move.

www.theimagengroup.com

The Imagen Group is a Los Angeles based minority-owned Hispanic public relations and marketing agency led by a Latina public relations executive and former broadcast journalist.

Photo by Fred Moon on Unsplash

Photo by Eeshan Garg on Unsplash

Multicultural Marketing Matters Even More Today

Tue, 19 Jan 2021 16:00:31 GMT

Three Takeaways for Reaching the Hispanic Market in 2025

If there was anything we learned in 2020, it’s that multicultural marketing matters. After a year of political campaigns, social activism, and men and women of color finally getting a seat at the table, the need to attract the multicultural audience has been made a priority by brands and organizations. As Forbes contributor Isaac Mizrahi put it, “As marketers, we should always reevaluate with whom we are trying to reach and build deeper empathy and connection with people to ensure they’re feeling seen. Marketing today means marketing in a multicultural world.”

There are a few things that we know are essential, here at The Imagen Group from our work in the Southern California community that you and your business could find useful, as you adapt your marketing strategy to our new norm.

The first? Latinos (and other ethnic groups) are not a monolith. In what has been a grueling election year, there was one topic that everyone was talking about: the Latino vote. The one thing the Hispanic population has in common is the language and even then, there is variation. Time puts it perfectly saying “What we call Latinos or the Latino community is made up of folks who are very different in terms of national origin, in terms of generation, in terms of language use, nativity, class, gender, gender identity, sexuality, and then it also really matters where people end up living.” When planning a multicultural strategy, think about the specific segment of Latino to target rather than the Latino population as a whole.

Reaching Latinos across the United States cannot be accomplished with a one size fits all approach. Latinos of Mexican origin on the West Coast in California will respond to different messaging from Cubans in Florida or Puerto Ricans and Dominicans in New York.

The Importance of Diversity and Inclusion in the Workplace

The people who are leading marketing efforts are just as important as the audience they are trying to reach. Having a diverse workforce is essential to providing an organic and honest multicultural campaign. The rise of diversity and inclusion practices this year have brought us closer to a workforce that looks like its customers, but there is still a long way to go, with only 8% of senior level advertising and marketing executives identifying as Latino . Having people who understand diverse voices, interests, and cultures not as third parties but as part of their identities will be an asset in connecting with the right audience.

Community Matters

Aside from your company looking like your customer, it’s also important for you to actively be a part of your local community. I n an earlier blog post we quoted Uriel Saenz, CEO-Founder of The US Lifestyle Group LLC who shared, “The company needs to make sure that they are not tippy toeing through this, and naturally bringing in consultants within the community will help make sure your internal, B2B and B2C decisions reflect your commitment to the community.” Serving on boards or volunteering for organizations that give back to communities of color, and joining an ethnic business organization, such as the Los Angeles Latino Chamber of Commerce could go a long way to demonstrate your commitment to not only working with, but giving back to local minority, owned businesses and causes.

Multicultural Marketing Delivers and Converts

Obviously, any marketing campaign is measured by its success in conversion. Investing in multicultural marketing is not just practical, inclusive marketing, it delivers and converts. With 37.5% of the U.S population falling under the multicultural category , the purchasing power of that population delivers high ROI to brands and companies, with 61% of marketers attributing it to an increase in conversions. A shift from traditional marketing to a cross-cultural marketing strategy is essential to communicating with the new face of America, your business, will see the results in a growth in market share and profit.

As a Latina, woman-owned business in Los Angeles, these are concepts that are ingrained in our values and identity. We are passionate about our work, leading effective multicultural campaigns, connecting our clients to non-profits, ethnic media outlets, and community stakeholders. Are you ready to see your company reflect the needs of its community? Our team of bilingual communicators and marketers are ready to help you make that next move.

www.theimagengroup.com

The Imagen Group, is a Los Angeles based minority-owned public relations and multicultural marketing agency led by a Latina public relations executive and former broadcast journalist.

Celebrating Hispanic Traditions

angelica@theimagengroup.com (Angelica Urquijo) — Thu, 07 Jan 2021 01:21:19 GMT

Inclusive Marketing Can Ensure Your Brand is Connecting to Multicultural Consumers in 2025

Feliz día de los Reyes Magos…. Happy Three Kings Day. While many Americans celebrated Christmas on December 25 ^th , took down the Christmas tree and packed away the holiday decorations, for many Latinos the Christmas traditions continue.

January 6 ^th known to Christians as the Epiphany is celebrated in Spanish speaking countries as “El Dia de los Reyes Magos” aka “Three Kings Day. The celebration would not be complete without the yummy Rosca. A large, sweet bread shaped like a ring, decorated with colorful dried fruit, inside a tiny figurine to signify the baby Jesus. Our friends at L.A. TAC O provide a colorful recap of the significance and history behind the Rosca de Reyes.

The Importance of Familia

This year, El Dia de los Reyes Magos will be different, the pandemic has robbed precious family time with our loved ones, and getting together for the traditional celebration with family and friends is on hold, to ensure we remain healthy and safe. An ideal opportunity for bakeries and grocery stores to step up as good, corporate citizens and encourage families to remain safely at home and not gather in large groups for the traditional celebration.

Corporate Brands Adapting to Meet the Needs of Diverse Communities

Why not create individual sized Rosca’s or a version the size of a donut? This would enable families and friends to celebrate virtually in the comfort of their home. A few of our favorite LA based bakeries, such as the Pacific French Bakery pivoted and adapted the Rosca for our new norm. La Monarca Mexican bakery is adapting a favorite sweet bread, the concha and modified it into “ Rosca Conchas”.

Felicidades to these retailers and brands that get it. Understanding the issues and traditions important to our diverse communities is key to business success . It will also strengthen your relationship with your customer base and employees and will demonstrate a desire for the brand to meet the needs of their customer while embracing culture and traditions.

Ensure Your Team and Consultants Mirror Your Customer

Moving forward, a one size fits all marketing, communication and community engagement strategy will not stick and will result in a loss of your customer base and market share. A diverse team is no longer a nice to have, it’s essential for success in the changing business landscape. A diverse leadership team, employees and consultants will present fresh ideas, address inequities, and provide solutions to issues impacting our diverse communities.

Inclusive Marketing- Connects to the Heart and Soul of Your Customer and Employees

Life as we knew it, will forever be changed. 2020 reminded us of the need to be authentic, vulnerable, and engaged in our communities.

The Imagen Group is here to support your organization, providing visibility solutions utilizing integrated marketing and communications strategies enabling you to tell your story. Our team of bilingual professionals will work hand in hand with your inhouse marketing and communication teams and general market agencies to adapt your existing initiatives and develop an inclusive marketing strategy to engage, empower, and educate diverse internal and external stakeholders.

We look forward to the opportunity to collaborate in 2025 as your partner , to raise your visibility, enhance your brand and connect you to the heart and soul of your customers and employees. Connect with us to schedule a complimentary 30 minute consultation. www.theimagengroup.com or (626) 765-3553.

The Imagen Group, is a Los Angeles based minority-owned public relations and multicultural marketing agency led by a Latina public relations executive and former broadcast journalist.

Honoring Our Veterans and the Changing Face of Our Heroes

angelica@theimagengroup.com (Angelica Urquijo) — Thu, 12 Nov 2020 01:10:15 GMT

Your daughters, sons, husbands, wives, fathers and mothers will never be forgotten

On this Veterans Day we celebrate and honor the men and women who’ve committed their lives to ensure our safety, freedom, and liberty. Across the Country and around the world, our men and women in the armed forces represent the changing face of America.

According to Pew Research “Today’s active duty military is smaller and more racially and ethnically diverse than in previous generations. The gender dynamics also have changed over the course of the past 50 years, with more women serving in the military – and as ranking officers – in 2017 than ever before."

Latinos and Women in the Military

We salute the 16% of Latinos - women and men serving the United States of America. Gracias for your sacrifice. And to the familias of our veterans who have lost their life-- no words can express our gratitude. Our condolences to you, today and the other 364 days of the year we honor you and your sacrifice. Your daughters, sons, husbands, wives, fathers and mothers will never be forgotten.

To our women, you truly are our superwoman, "sheroes" leaving behind your family so that we can remain safely in our homes and communities pursuing our dreams.

Women are assuming a more prominent roles, in 2017, women represented 16% of the overall active duty force, that is an increase from 9% in 1980 and just 1% in 1970.

Since the 70’s the percentage of officers who are women has steadily. In 1975 just 5% of commissioned officers were women, and, by 2017, the number has risen to 18%.

As we close out this day in your honor, The Imagen Group salutes all who have served, are currently serving, and the families.

“As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them”

-John Fitzgerald Kennedy

Financial Toxicity the Connection to Breast Cancer

angelica@theimagengroup.com (Angelica Urquijo) — Sat, 24 Oct 2020 00:55:08 GMT

Latina-Black-Asian-Native American: We are All At Risk for Breast Cancer We’re Women

The most significant risk for this deadly disease is being female and getting older.

Mothers, Sisters, Amigas, Friends, Daughters, Aunts, Grandmothers and Comadres nobody is spared. It’s devastating to be on the other end of a phone call and hear from a loved one…. I have breast cancer.

Did you know 1 in 8 women in the United States will develop breast cancer?

October is devoted to raising awareness for Breast Cancer , but let’s not forget the other 11 months of the year and the days, months and years that follow, and the emotional and financial distress it will create for the innocent victims.

The Connection to Financial Toxicity

And these, most likely the thoughts going on inside a woman’s head. Now what? Am I going to die? How will I pay for the treatment ? What about my job and the bills ? From the time a woman is diagnosed, receives treatment, and the time that follows…. Breast cancer impacts the whole family unit and our communities.

Researchers have connected the term “ financial toxicity ” to breast cancer. And while the energy of the woman diagnosed with breast cancer should be on healing and taking care of herself. Life spirals out of control and money is the root cause.

Benefits of a Support Group

This is where your close group of amigas-friends, your familia and your professional support system can assist a woman, talking through scenarios and working on a plan to focus on you, and how the money questions get answered.

“Women face unique challenges in our lives, a support network can help us identify solutions and provide us with much needed emotional support, I’ve faced personal challenges in my own family and that has played a role in my decision to support women”, Rene Nourse, is founder and CEO of Urban Wealth Management , an all women team of Certified Financial Planners dedicated to ensuring women live the life they desire and deserve .

“Back in early February – before the spike in covid-19 cases, one of my team members and I began working with a wonderful couple who hired us for financial planning services. At the time, the couple was focused on planning for retirement, creating a savings plan, and expanding their business. After a few months of working with them to create a financial plan, things took a turn for the worse— the wife was diagnosed with breast cancer in early spring, which turned their world upside down. As a result, we wanted to continue providing our assistance to relieve financial stress and offered pro-bono services. Keeping and getting their financial life in gear is a dream that they want and that we are proud and delighted to give”, adds Rene.

I invite you to visit The Imagen Group client's website: the latest Urban Wealth Management blog provides 3 Tips to Manage Breast Cancer and Financial Wellness .

The women of Urban Wealth Management are proud to join the Los Angeles Business Journal in the fight against Breast Cancer. Please join us in saving lives and remind the woman in your life to get a mammogram.

A Candid Conversation with Latina Money Pros

Fri, 16 Oct 2020 06:31:47 GMT

Closing Out Hispanic Heritage Month with Tips for Latino Owned Businesses Impacted by the Pandemic

In Real Estate it’s all about Location, Location, Location. For Our Latino Business Community, the focus should be Plan, Plan, Plan.

Latino businesses have been the engine fueling the growth and revitalization of communities all over the United States, according to a Barrons article and a recent Latino Donor Collaborative report. If the U.S. Latino population were an independent country, it would rank as the eighth-largest economy in the world, with a 2017 output of $2.3 trillion.

Overnight all that changed, Covid-19 ravaged our vulnerable Latino communities, destroyed dreams, and claimed precious lives.

Our gente is resilient, and determined to see the other side, and save the business they worked so hard to start in their search for the American Dream.

And those PPP loans we heard so much about, the more than $10 Billion set aside from the CARES Act to provide a safety net for small businesses impacted by Covid-19, well, those dollars didn’t get into the hands of many of our Latino owned businesses. Why? Many were not prepared.

During a zoom charla with my two amigas Millu Ramirez, CFP , Urban Wealth Management and Paula Bahamon, Vice President-Community Development Officer, Mission Valley Bank they provided insight that can position our small Latino business owners for future success in tapping into capital for their business.

“In many cases, applications were turned in incomplete, or they lacked business records such as an income statement, or current tax returns, Mission Valley Bank received 360 applications for PPP loans, we funded 100 % of those loans, most under a $1 million, about 15% were Latino owned businesses”, shares Paula Bahamon. She attributes the high success rate to the fact the applicant had an established relationship with the Bank and they were prepared.

Paula refers to the 5 C’s as critical for small business owners to position themselves favorably when seeking funding from a bank.

Character
Collateral
Cashflow
Capacity
Conditions

Millu Ramirez, CFP® with Urban Wealth Management works mainly with women experiencing life transitions, she adds “Fear of the unknown and lack of information often prevents many small business owners from reaching their full potential and accessing capital when they need it the most”.

It’s essential for Latino business owners to surround themselves with their own board of directors or advisors that will prepare them to navigate unforeseen challenges like we’re facing today. The team looks like this, an accountant, attorney, banker, and financial advisor. Additionally, take advantage of the free business resources in your community offered by the SBDC , non-profits, the local chambers such as the Los Angeles Latino Chamber of Commerce .

Banks carry out extensive background checks on prospective clients; our small business owners should research banks too to identify the financial institution that aligns best with their needs. Paula recommends a small bank for a business with less than $30 million in sales. One added tip, “take time to get to know your banker, invite them for coffee, help them better understand your business and what drives you to get out of bed each day to head to work”. It works both ways she adds, “Relationship building is essential to ensuring you can access money for your business when you need it the most”.

As far as getting your personal finances in gear, identify a financial advisor if you don’t already have one on your board of advisors. At Urban Wealth Management they have a motto, “We start with our clients where they are today, we don’t look back, there is no judgement”.

The pandemic poses a threat to our Latino community, but their youth, tenacity, and growth rate positions them for long term success.

Urban Wealth Management is committed to the success of our Latino and Black owned businesses, look for upcoming blogs and webinars with resources to support your growth in 2021. We invite our women to join the Smart Woman, Savvy Money Club.

Client Profile:

The Imagen Group is a Latina Owned Public Relations Firm located in the Los Angeles area. We provide Urban Wealth Management with marketing and communications services to include branding, marketing and communications strategy, content development, public relations, and media training.

The Imagen Group is Your Partner: Culturally Relevant Branding and Content Development

angelica@theimagengroup.com (Angelica Urquijo) — Tue, 15 Sep 2020 07:48:08 GMT

Support A Latina Owned Business

Today we celebrate "Support a Latino Business Day"

As we kick off Hispanic Heritage Month, we welcome the opportunity to collaborate with you and your Marketing and Communications teams.

It's great to meet you. I'm Angelica Urquijo, the President- Founder and Chief Strategist for The Imagen Group, a woman, minority owned multicultural marketing and public relations agency based in Pasadena California. We provide visibility solutions for our clients utilizing integrated marketing, communications, public engagement strategies that enable you to educate, engage and empower diverse communities.

I invite you to watch my short impromptu message with an overview of The Imagen Group's capabilities .

Find Out How We Pivoted to Support Our Clients During the Pandemic Providing Bilingual, Live Virtual Community Outreach and Education Services

Español is the Unifying Language for Latinos

angelica@theimagengroup.com (Angelica Urquijo) — Tue, 30 Jun 2020 07:00:12 GMT

Is your company providing a culture of inclusion in 2025?

A diverse team is essential to your success as a Latino owned business. Differing views and experience will translate to more innovation and financial gain.

According to the United States Hispanic Chamber of Commerce , there are more than 4.37 million Hispanic-owned businesses in the United States, and they contribute over $700 billion to the American economy every year. Small and Mid-Sized Latino owned businesses, the economic engine driving the revitalization of communities all across the Country. These family owned businesses represent the diverse communities where we live, workshop and work.

But are Latino entrepreneurs embracing diversity within their organization, or are they missing the opportunity to expand their customer base by not having a workforce, leadership team and consultants that mirror the diversity in our neighborhoods?

According to an SBA r eport, Latino-owned businesses tend to have lower average sales and hire fewer employees than white-owned businesses, and the disparities have widened over the past couple of decades.

A fresh approach, guidance from a strategic consulting firm like The Imagen Group, Inc. could shed light on missed opportunities for your Latino owned businesses in Los Angeles, California and across the United States.

Diversify your team . Do your employees reflect the multicultural customers you want to reach?

Attract Millennials : Reach out to a nearby college to identify candidates for paid internships or entry level roles. Select students that represent other ethnic groups to assist you in bringing your company story to life on social media.

Expand your Network: Join ethnic business organizations in your community to identify potential teaming, business partners to expand your reach.

Hire Diverse Consultants: Identify business/human resource consultants to assist you in developing a strategic roadmap to expand your team and attain workforce diversity. Hire employees that represent different age groups, cultural backgrounds, physical abilities, genders and sexual orientation .

Pictures tell your story. Does your website and marketing material reflect your diversity?

You don’t get a second chance to make a great first impression. Do the images on your website, social media pages and marketing material demonstrate an inviting culture? Potential clients, business partners, and employees will decide in seconds if they’ll do business with you or apply for a job.

Hire Consultants with the ability to spot diversity or a lack of inclusion when reviewing your communications and marketing collateral.
Opt out of using stock photographs instead choose pictures of your team members
Be strategic, spend digital and print advertising dollars in the right places to reach diverse audiences.

The LGBTQ community is often overlooked by business owners, another missed opportunity to take your business to the next level. According to a 2019 article in USA Today, approximately, $917 billion is the combined buying power of the adult lesbian, gay, bisexual and transgender (LGBTQ) population.

78% of people surveyed said they tend to support companies that market and support the LGBTQ community. (LGBTQ research firm Community Marketing & Insights)

Uriel Saenz, CEO-Founder of The US Lifestyle Group LLC, shares an interesting perspective as a Latino executive, who identifies as LGBTQ.

“My suggestion for business owners planning to engage the LGBTQ community, make sure your company’s internal culture is ready for it. The company needs to make sure that they are not tippy toeing through this and naturally bringing in consultants within the community will help make sure your internal, B2B and B2C reflect your commitment to the community. LGBT people select the companies we work for based on overall company commitment to our community, to get our great talent you must also be socially responsible toward the LGBTQ Community.”

While Español is the unifying language for Latinos, we are not all created equal. Some of us are bilingual, others only speak English or Spanish. We are tall, short, lighted skinned and some have a natural tan. We are Latinos.

As a Latino business owner, it’s important to step out of your comfort zone, take an inventory of the people on your team: Do they all look like you? Do you share life experiences and beliefs? If you answered yes, it’s time to identify opportunities to diversify your workforce and attract a team that will enable your business to grow and engage customers, business partners, and employees that represent the new face of America.

“Juntos Todo Es Posible” “Together Everything is Possible”

Embracing Diversity Is More Than Supporting A Cause

angelica@theimagengroup.com (Angelica Urquijo) — Wed, 10 Jun 2020 05:20:32 GMT

Does your leadership team and consultants mirror your customer?

Acceptance, Social Equity and Justice are some of the words that have risen to the top of Google searches in the last few weeks. What do those words signify to you and your organization? Embracing equality, diversity and social justice entails more than just standing behind a cause when it comes to the success of a business. Do your executives, board of directors and consultants look like your customers?

The face of America has changed, communities and neighborhoods reflect a melting pot of cultures, ethnicities, languages, and experiences. Unfortunately, this diversity is not often represented inside our organizations, leaving businesses out of touch with the needs of their customers and employees.

Diversity and Inclusion will provide your business with a competitive advantage

We commend organizations like The Association of National Advertisers who acknowledged “limited progress in all aspects of diversity and inclusion.” In an article published in AdAge, “The organization, along with its diversity arm, the Alliance for Inclusive & Multicultural Marketing, issued a call to action on Tuesday that included a letter to member companies asking them to pledge to take steps to become more diverse and inclusive”.

Does this mean at the top of the list will be to hire executives, senior managers and consultants that look like the consumers they want to engage through their ads on behalf of clients?

There is an opportunity to hire more Latinos into the advertising and public relations sectors where they currently make up less than 8% of senior level professionals .

In 2020, Hispanic purchasing power is expected to top $ 2 trillion. Recruiting senior level Latino executives and consultants will be essential to leading strategies that will connect to the heart and soul of the highly sought-after Hispanic consumer.

Latinas on Boards

Diverse voices in board rooms must also be part of the pledge from major corporations and the ANA. According to research from the Latino Corporate Directors Association (LCDA) , Latinas are among the lowest numbers represented on Corporate Boards and only 3.3% of newly appointed directors are Latinas. Changing this equation is important to economic recovery and growth in 2020.

Organizations will have to take a step back and re-evaluate their business model. A business as usual approach isn’t going to work.

We have been through a lot; our communities are taking steps to open our economy after Stay at Home orders in response to the covid-19 crisis.

As a Country we also mourn the passing of George Floyd and what it signifies to each one of us “Acceptance, Social Equity and Justice”.

As a Latina , woman-owned business in Los Angeles, diversity, inclusion and equity are ingrained in our values and identity. We are passionate about our work, leading effective multicultural campaigns, connecting our clients to non-profits, ethnic media outlets, and community stakeholders. Are you ready to see your company reflect the needs of its community? Our team of bilingual communicators and marketers are ready to help you make that next move.

www.theimagengroup.com

The Need for Mental Health Professionals That Look Like Our Brown and Black Communities

angelica@theimagengroup.com (Angelica Urquijo) — Sun, 07 Jun 2020 05:40:29 GMT

Addressing the Stigma Over Mental Health A Diversity Issue

The Need for Latino Mental Health Professionals

There are currently less than 1% Latino mental health professionals. For every 100,000 people

living in the United States, on average there are 29 Latino mental health care professionals serving the needs

of our Latino community. ( American Psychological Association-Monitor in Psychology)

Graduation season coincides with Mental Health Awareness Month and is the ideal opportunity to highlight the

high demand career opportunities for students and graduates to consider. Between 2000 and 2015, the college-going rate among Hispanic high school graduates grew from 22 to 37 percent, according to the U.S. Department

of Education. Hispanic undergraduate enrollment more than doubled, to 3 million.

The Challenge: While mental health is second to technology in job creation in the US, the number of Latino students pursuing these degrees doesn’t mirror the demand in our diverse communities. The stigma within the Latino community of seeking mental health care is one of the reasons we might be seeing the disparity, shares

Dr. Monica Wilson, Assistant Professor of Psychology at National University who also is the Chair for the

Behavioral Health Commission for San Bernardino County.

“I spend a lot of my time attending community forums and speaking with Latino parents. Education is important

to them and they want to ensure their children are prepared for the future. Key to engaging with our Latino community will be attracting more bilingual, Latinos into the profession.”

“43.8 million adults experience mental illness in a given year, that’s one in five Americans”

Andrea Loera, received her Master’s in Counseling Psychology from National University in 2016, and returned back to her community in Coachella to provide mental health services for Latino families. “There is a real need

in our community for bilingual, Latino mental health professionals. Slowly, Latinos are beginning to understand

that seeking mental health care doesn’t mean there is something wrong with them, and often times it is crucial to keeping families together, and the missing link to address depression, aggression and poor performance at

school or work.” Loera adds, “Seeing a professional who looks like you and sounds like you has also been the catalyst for my patients, high school and college students to follow my footsteps and pursue a career in mental health.”

Mental Health Intervention

The Inland Empire and every Southern California County has experienced an upward trend in mental health

cases among people of all backgrounds. 43.8 million adults experience mental illness in a given year, that’s

one in five Americans. Intervention is key: Only 44 percent of adults with diagnosable mental health problems

will seek help. The disparity is greater among the Hispanic population, 85% of Hispanic immigrants who

needed services remained untreated. (According to 2012 report, “Latino Health Care Disparities”, published

by UC Davis Center for Reducing Healthcare Disparities.

The demand for professionals in the mental health arena will continue to rise, academic institutions such as National University are refining programs to meet the needs of our diverse communities.

Client Profile:

The Imagen Group is a Latino-owned multicultural marketing agency based in the Los Angles area. The Imagen Group provided the National University System with external affairs services to include Public Relations, Media Relations, and Community Engagement. Our area of expertise is reaching diverse communities such as Hispanic populations through collaboration with Spanish language news media and non profit organizations.

www.theimagengroup.com

New Sidewalk Vending Opportunities For Entrepreneurs

angelica@theimagengroup.com (Angelica Urquijo) — Thu, 04 Jun 2020 04:30:47 GMT

Did you Know Sidewalk Vendor Permits in Los Angeles are Now $27.51 ?

NEW CITY OF LOS ANGELES BILINGUAL RESOURCE GUIDE STREAMLINES PERMIT PROCESS FOR THE NEW SIDEWALK VENDOR PROGRAM

Street Vendors in the City of Los Angeles now have access to free resources enabling them to fast track the permit process to ensure their business success. Close to 400 vendors have secured permits to sell food and merchandise on City sidewalks and City parks since the new ordinance went into effect January 1, 2020, legalizing street vending.

StreetsLA oversees the program. The City’s Economic & Workforce Development Department (EWDD) facilities support through its eight BusinessSource Centers to provide sidewalk vendors with one on one counseling, and assistance completing applications for required City, County and State permits.

Community organizations are collaborating with the City of Los Angeles to host free online informational webinars to answer vendor questions about the permit process. A new bilingual resource guide has been created to accompany the information presented in the workshops.

It’s estimated there are 50,000 vendors-micro-businesses operating in the City of Los Angeles, providing $517 million in economic stimulus to the local economy. Three quarters of the vendors sell merchandise such as t-shirts and caps, the remaining 10,000 serve favorites such as bacon wrapped hot dogs, tacos and pupusas.

The new sidewalk vending rules protect both the vendors and the community, and enable the City to maintain safe, clean sidewalks and parks.

For information about vending permits and BusinessSource Center locations

visit vending.lacity.org, or call 3-1-1 or StreetsLA at 213-847-6000.

Register for an upcoming live online Zoom webinar check out our events calendar on the main page of The Imagen Group website and visit vending.lacity.org to sign up and for updates on the program

Client Profile:

The Imagen Group is a Minority-Owned Public Relations Firm located in Los Angeles. We provide The City of Los Angeles, Department of Public Works, Bureau of Street Services with marketing and communications services to include branding, marketing and communications strategy, content development, public relations, media training, community outreach.

Messaging and Tone Essential in Reaching Spanish Speaking Community

angelica@theimagengroup.com (Angelica Urquijo) — Tue, 24 Mar 2020 06:23:48 GMT

Infographics Enable Organizations to Share Complex Information

Sharing is caring.....

Please pass along the infographic to your Spanish speaking clients, employees, family and friends.

Tips we can use to stay safe against the corona virus. #covid-19

If you're a business owner or lead marketing and communications efforts for your organization. It's essential to communicate with our diverse communities using colors, language and messaging that connects with them.

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Brands Leading With Compassion Amidst Covid-19

angelica@theimagengroup.com (Angelica Urquijo) — Tue, 24 Mar 2020 03:49:10 GMT

How is your organization and business responding? Lessons Learned from our favorite brands.

In good times and in bad times we'll be there for one another. It's a phrase often associated with marriage vows. As we face a global pandemic, many of our favorite brands are demonstrating their commitment to the customer, employees and our diverse communities. Covid-19 has forever changed our norm for living life, it's also reinforced the need for the business sector to pivot and be there for their customer if they are to remain relevant.

Here are a few of the Coronavirus Champions: A Running List of Brands Getting It Right thanks to Forbes and Shama Hyder for introducing us to the Brands who will forever be seen as a the hero in our diverse communities.

Among the heroes are the grocers like Vons, Albertsons, Pavilion offering a $2 hour raise to the men and women working long hours to ensure shelves are stocked at our neighborhood grocery store while we remain " Safe at Home".

Who are your heroes? How have they impacted your life and business during the corona-virus outbreak?