The program, Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress, is anchored in the brand DNA of success and aspiration. It also stems from our uncovered “ownable” insight that Latinos want to be recognized for their strong values and work ethics in their constant pursuit of progress, rather than be victimized by their or their families’ status as immigrants to the US.

Based on detailed insights into the mindset of Hispanic pros and consumers, Santiago Solutions Group anchored the Marketing Strategy in relationship-building between USG brands and Hispanic Contractors, Remodelers and Do-It-Yourselfer’s.

The rationale behind this relationship-building strategy was to lay the groundwork for valuable long-term communications, brand building and ongoing product offerings with Hispanic customers.