Georgia-Pacific expands reach.

As part of a strategic effort to reach the Hispanic market, Georgia-Pacific Corp. announced a new integrated marketing program designed to address the needs of the nation’s 2.5 million Spanish speaking construction professionals. The program combines a variety of communication and media elements, including a dedicated Web site, toll-free technical assistance line and materials, designed to provide information in Spanish about Georgia-Pacific products and resources.

Recognizing the growing number of Hispanic homeowners and contractors – statistics show that 60 percent of Hispanics will own their homes by 2010 – the new initiative from Georgia-Pacific will provide educational materials about building homes for long-term durability. “Our increased focus on the rapidly growing Hispanic market is integral to the strategic direction of Georgia-Pacific building products,” said Chris Beyer, director of marketing in the building products group. “Georgia-Pacific is dedicated to providing all customers, including the growing Hispanic contractor market, the resources to build better homes, better businesses and better lives.”

One component of the Georgia-Pacific program for construction professionals is content delivery via a new Web site, www.gpamigos.com. The Web site will provide Spanish-speaking construction professionals with comprehensive information about Georgia-Pacific products and resources, such as product literature, free project plans, step-by-step written instructions and video instructions. A 2005 AOL/Roper U.S. report estimated that 51 percent of Hispanics online get information about products and services from the Internet. The company’s new site, www.gpamigos.com, will be an important resource to this market.

In addition to the Web site, a technical assistance line exclusively for Spanish speakers is now available Monday through Friday between 8 a.m. and 5 p.m. EST. The “Linea de Asistencia Amigo” (friend assistance telephone line), which can be reached by dialing 1-866-280-7379, provides support for individuals who have product or company inquiries.

Additionally, as part of this outreach initiative, Georgia-Pacific plans to develop a strong grassroots campaign. The initiative will include partnerships and exchanges with a variety of Hispanic contractor associations and construction-related Hispanic organizations throughout the country. In the community, Georgia-Pacific plans to sponsor local soccer events in key cities. In home improvement retail outlets where DensArmor Plus is sold, the company will offer assistance to customers via its brand ambassadors, the “G-P Amigas” (G-P Friends), who will deliver information about the company and its products. The G-P Amigas are already active in Los Angeles and will expand to other markets across the U.S. This community effort will also be condensed in radio segments with messages designed specifically to speak to Hispanic construction professionals.

To lead this reinforced outreach to the Hispanic market and continue developing products and services to address the needs of this segment, Georgia-Pacific recently announced the appointment of Monica Morales as marketing business development manager for its building products businesses. Morales will develop marketing strategies to directly reach the Hispanic audience by executing a fully integrated marketing program.

“The tremendous growth of Hispanic homeowners and the construction market underscores the importance and potential of this program,” said Morales. “Georgia-Pacific is committed to building a positive, fruitful relationship with the Hispanic community under the Amigo umbrella – a theme that is included in several components of this program such as the website, the telephone assistance line and the grassroots initiative,” concluded Morales.