Sanchez & Associates Grows.

Chicago based Sanchez & Associates, Inc (S&A) has won the W.K. Kellogg Foundation, Red Gold, Inc , and Old Orchard Brands.

In April, S&A signed a contract with the W.K. Kellogg Foundation, the philanthropic organization established in 1930 by cereal industry giant, Will Keith Kellogg. S&A is the agency of record promoting the Foundation’s ENLACE (ENgaging LAtino Communities for Education) program, which aims to increase Latino graduation rates and pave a pathway towards higher education. The $28 million initiative is one of the single largest philanthropic efforts to target Latino education.

S&A helped plan, develop and execute ENLACE’s First Annual Networking Conference in Chicago, the first time that the 13 university partners from seven states were brought together to formally share lessons with each other. Key activities focused on increasing student support at critical transition points such as the 9th grade and first year of college when Latino students face challenges that can lead to failure. The event garnered both local and national media coverage.

“ENLACE continuously puts Latino education and advancement to the forefront, therefore it was our job to ensure the success of the conference,” said Jennifer Tudder Pizano, manager, public relations, Sanchez & Associates. “Plus, by bringing together the 13 universities which execute ENLACE program components on a local level, we can help identify those best practices which should be replicated across the country to boost Latino graduation rates.”

Program components for the ENLACE project through August, 2002 include materials translation, event planning and marketing, public relations, legislative and community affairs, speaker engagements, signage, promotional materials and logistic support.

Red Gold, Inc. is making its first foray into Hispanic marketing and S&A is its agency of record. Through October, S&A will conduct focus groups, provide strategic recommendations and translation of materials. S&A also is acting as a consultant regarding the research and development of two new sauces expected to hit the market in late 2002. Once the R&D phase is complete, S&A will handle the launch strategy which may contain media and in-store sampling.

According to Kristen Strenk, account executive and primary contact for the account, “Many Hispanic households tend to use fresh vegetables in their cooking. Red Gold wants to differentiate itself from the competition by focusing on its fresh ingredients – i.e., fresh from the vine to the can.”

Old Orchard Brands, known for its array of juices, has contracted S&A to promote six of its juices in Chicago via in-store sampling, couponing and point-of-sale materials. S&A will design and develop counter cards, poll toppers, bag stuffers and door banners. To date, 180 events have been planned and pending the results, the effort could be expanded to include the Dallas, Houston and Phoenix markets.