GMAC Mortgage Corp.@ Enlace Communiactions.

GMAC Mortgage Corp. has assigned Enlace Communications Inc. to handle creative and media responsibilities for the company’s first integrated Hispanic marketing initiative. The agency and client report that the program is structured in stages, with the initial efforts focused on first-time homebuyers. Ennio García Miera, VP New Markets Group, leads the vision for this initiative.

“We are approaching the Latino market from a highly informed position in terms of market segmentation,” explains García. “This allows us to direct messages specifically to consumers at varying lifestyle stages and with varied levels of information. Enlace was selected because of its strategic approach to the market which allows for highly customized and targeted work instead of cookie cutter formulas too often seen in traditional Hispanic marketing. We’ll be working in both Spanish and in English.”

A centerpiece of the strategy is free homebuying education seminars that provide consumers with information and tools to build wealth through homeownership.

Enlace CEO and Principal, Rochelle Newman-Carrasco, reflects on the agency’s strength in the financial category. “This is a category that is a core competency for Enlace and I believe it is because we view the category as playing a critical role in the health and well being of the Latino community. We are pleased to work in an industry that strengthens the lives of Latinos across the country and we are particularly proud that GMAC Mortgage has selected us as its partner.”

Working together, Enlace and GMAC Mortgage will develop both branding and “sales-centric” strategies, thereby working on a national and a local level. Initial efforts will take place in at least seven of the top US Hispanic markets and will utilize radio, direct to home, print, and targeted magazines. Additionally, Enlace will employ grassroots efforts and PR strategies, including key partnerships with prominent Latino organizations such as LULAC. It is anticipated that the program will expand significantly in 2005 as results are measured and the infrastructure is solidified.