Eduardo Crespo, an immigrant from Ecuador stated “Throughout my career in the Hispanic marketing and diversity fields I have come across many well-intentioned executives who wanted to reach and service Hispanics even though they either lacked a basic understanding, believed in myths or had terrible misconceptions about this sophisticated market segment.”

Communicating with this rapidly growing demographic is about more than simply translating messages or materials to Spanish or targeting Spanish-based media. It is critical for communicators and diversity leaders to understand that other factors such as culture, religion, heritage, and family beliefs weigh heavily in the decision making process. Eduardo will present his “URS” methodology that has catapulted him to national and international prominence. It is a framework that provides a roadmap for leaders to understand, reach and service this growing community. Lack of planning and rushing to quick fixes is a disservice and frequently backfires negatively.

Eduardo will share his 20+ years of experience helping F500 and emerging organizations in welcoming and promoting Hispanics in their workplace and leveraging their knowledge of their idiosyncrasies to better serve and contribute to the economic development of their communities. It is an exciting, interactive dialogue that includes case studies, personal/professional anecdotes and latest trends.

 Mr. Crespo has been featured in the The Boston Globe, Boston Business Journal, El Miami Herald, El Diario (NYC), Adweek/New England, Hispanic Business Magazine, Hispanic, Associated Press, Reuters and the Bernard Hodes Group Diversity Matters (Sept. ’04) . He was a recent guest speaker at the 2004 New England Direct Marketing Association Annual Conference at Bentley College and at the New England Latino Student Summit at Brown University.