Have you asked yourself lately, “Am I ready to succeed in a changing work environment?” One of the best ways to prepare for success is learning to tap into the new Hispanic market and have fun learning Spanish at the same time.

Alabama’s Hispanic population is one of the fastest growing in the nation. In 2004, the total number of Hispanic/Latinos in Alabama’s metropolitan areas, central cities and suburbs surpassed 100,000.

According to research by the Brookings Institution and the Pew Hispanic Center, this figure represents a 274% growth rate in the demographic during the 1990s, outpacing the national average of 71%. Alabama’s Hispanic/Latino population has greatly influenced the economic, cultural and social life of the state.

More Spanish marketing
Now more than ever, local corporations and family-owned firms across the state are beginning to notice the fast-growing number of new potential clients. So they are launching Hispanic promotions, Spanish language web sites, and hiring bilingual representatives in an effort to win Latino customers who, according to Santiago Solutions Group, reached a purchasing power of $700 billion in 2005, and are expected to hit $1.2 trillion by 2010.

Large national companies such as Procter & Gamble, General Motors, McDonald’s and Coca-Cola understand the advertisement spending pattern they adopt today will define the success or failure of their products and services in the future.

Besides market trends, competition is always a great incentive for corporate marketing investments in learning Spanish and capturing Latino dollars. Telecommunication giants Cingular and Verizon
compete in million-dollar campaigns with Spanish speaking TV ads and web sites to attract more Hispanic customers.

KPI Latino, a minority-owned Hispanic marketing and media firm located in Birmingham’s Southside, has been proud to work with several proactive organizations at the state level serving as the “one-stop shop” for Hispanic advertisement and Spanish content for radio and TV in Alabama.

Some of KPI Latino’s local and national clients include Alabama Power Co., Birmingham Coca Cola Bottling Company, Western Union, the Birmingham Airport Authority, Bank of Alabama’s Banco Hispano, the U.S. Postal Service, the McWane Center, Alabama Public Television, and government agencies.

Teaching the Language
While KPI Latino consulted for Hispanic marketing issues for over three years, the need for professional language training was always in high demand. Following the widely recognized success of its on-site Spanish for Community Outreach classes at public agencies in Sylacauga, Talladega, Tuscaloosa, and Birmingham, KPI Latino’s Academia launched its new intensive language summer training for corporate professionals.

Academia developed a methodology to present the vocabulary used in real life situations and encourage students to incorporate their personal and professional experiences in the learning process.

The career-focused courses are designed for business and customer service professionals, educators, social workers, law enforcement, health and medical professionals. The curricula offer students a progression of workplace learning experiences, including tours, job shadows, and internships.

Lorraine Petta, from Birmingham’s Immigration Law Center, was one of the first students to enroll. “We have many Hispanics calling our office to inquire about our services. We do have interpreters that can assist them, but I want to know enough Spanish to be able to answer the call and direct them to the right person or resource,” says Petta.

Academia’s 50-hour course includes one-on-one language training by native speaking instructors, written activities, audio practices and class assignments. Courses can be standard (16 weeks) or intensive (8 weeks). The course packet includes the career-focused Academia curriculum, audio CD, specialized vocabulary reference book and online assistance.

Experience Spanish in Spain!
Academia has partnered with Select Spanish Courses (www.selectlanguages.com) to offer a unique opportunity to learn Spanish in Andalusia, Spain—the land of flamenco, great wine and fascinating culture.

Select Spanish is located in Cadiz, one of the oldest cities in Western Europe. With its sunny climate, rich history and friendly locals, Cadiz offers the perfect atmosphere for language learning. The school also overlooks a beautiful 8-mile beach, providing a scenic backdrop for classes.

Standard and intensive Spanish courses are available for Academia SCO students twice a year from one to four weeks. The course package includes accommodations with a Spanish family or with local hostels, class materials, group excursions, cultural sight visits and optional Spanish art and dance classes.

To register for classes online, go to: http://www.kpilatino.com/AcademiaInvitation_page.htm

Vivian Mora , a native of Spain, is the vice president of KPI Latino. If you want to know more about how to market to Hispanics in Alabama , please contact her or Hernan Prado at KPI Latino (205) 328-9334.