To engage with Hispanics across the United States, the Republican party, created GOP Hispanics a campaign designed to reach Hispanic voters. According to PEW Research Center, Hispanic voters vote 62 percent in favor of the Democratic party in the national election. With this in mind, the mission of the GOP Hispanics campaign is to educate Hispanics across America. The campaign engages with Hispanic communities, influencing them to vote Republican in every election cycle. The issue of gaining the Hispanic vote is talked about regularly. Latinos are the fastest-growing demographic group in the United States. An example of the importance of the Latino vote is seen in the last presidential election. Obama won 71 percent of the Hispanic vote to Mitt Romney’s 27 percent in the 2012 Presidential Election. The Hispanic vote proves to be a deciding factor in every election cycle.

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The GOP Hispanics campaign expands to reach every state within the United States.  This campaign works like a food chain. The key players consist of Hispanic Republican advocates. These advocates work in each state to encourage Hispanics. They engage with communities gaining Hispanic volunteers to educate the Hispanic community. The volunteers work to get more people in the Hispanic community to sign up and support the Republican party. All the materials used to encourage Hispanic voters are formed based on engagement with the community, the communities concerns, and the Hispanic values and ideas. Even after any election cycle the advocates work year-round to come up with a plan for the next election cycle. As stated earlier it is similar to a food chain, a repeated process.

The goal of GOP Hispanics is to grow the success of the Hispanic Initiatives Team from 2014 and identify committed Hispanic Republicans to recruit, mobilize and activate in the community ahead of the 2016 presidential election. GOP Hispanics advocates within communities to accomplish their goal by:

  1. Registering voters in various neighborhoods – 50,000 Hispanics turn 18 every month!
  2. Educating others on issues that are of concern to the Hispanic community, including our children’s education, jobs, family values and immigration: Preserving the American dream.
  3. Mobilizing fellow Hispanic voters to turn out and vote their values on Election Day – Every vote counts.

When your organization exists on a national level setting goals is necessary. In the 2016 election, a record 27.3 million Hispanics were eligible to vote. With such a large number of potential voters, GOP Hispanics grounded these three goals as their platform going forward. The campaign utilizes their goals in a repeated process every election cycle to get more Hispanics throughout the country engaged and involved with the Republican Party.

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The reason the Republican Party formed GOP Hispanics, is due to the turnout of the Hispanic community in favor of the Democratic party. In swing states such as Florida, 24.5 percent of the population is Hispanic. The turnout of Hispanic voters has major impacts on the election. The problem has been encouraging Hispanics that Republican core ideals are more favorable than the Democratic ideals. Digging deeper the Republican party needs to realize the voters that make up the Hispanic community are Millennials. According to Pew Research Center, Millennials Make Up Almost Half of Latino Eligible Voters in 2016. Encouraging these votes with the current Republican ideology can prove to be difficult. Democratic policies include a favorable immigration policy and education policy for millenial Hispanics across the United States.

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The aim of this campaign is to challenge the traditional voting habits of Hispanics. The campaign has various social media platforms it is currently using to encourage Hispanics. The question is formed, is it effective? It could be, the campaign is not utilizing their social media platforms effectively. Research shows, 90 percent of millennials are using smartphones, which means social media is essential. GOP Hispanics currently uses Facebook and Twitter. Part of GOP Hispanics aim is to encourage Hispanic voters. The campaign does post news regarding the Republican Party, but it is not the kind of news that will generate the millennial Hispanic vote. With a weak turnout of followers on both social media platforms. It is evident Hispanic millennials are not being reached effectively with the current efforts in place.  The opportunity for Millennials to encourage each other exist. A dedicated Hispanic millennial blogger would have been useful for this campaign.

Research on Millennials is needed for this campaign. The primary demographic of this campaign consist of Hispanic millennials. The campaign must target an effective way to get the attention of this demographic. Social media platforms such as Snapchat and YouTube should be used.

  1. 57 million Americans use Snapchat, 60 percent of these users are under 24 years old.
  2. A dedicated blog on YouTube would also be effective. A known Hispanic blogger can relate to millennials and connect with them on a personal level. A majority of the viewers on YouTube are aged between 18 to 24

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The attitudes of Hispanic millennials can be influenced using social media. Issues can be portrayed using emotional ties. Millennials are more likely to listen to each other, especially if the person delivering the message is within their demographic. According to Target Latino, Hispanic millennials (see Hispanic Market Trends Forecast) are nearly 66 percent more likely to connect via mobile than non-Hispanic whites. And they are nearly twice as likely to own a tablet such as an iPad. Online, Hispanic millennials are just as likely as other millennials to be heavy Facebook users but they are almost twice as likely to use YouTube. Hispanic Millennials like to be heard. GOP Hispanics must take advantage of this in their campaign. On various social media platforms, videos should be created to hear Hispanic millennials voices. The campaign can focus on answering these voices through their dedicated blogger. Having methods in place to listen to the voices of Hispanic Millennials is essential and it has to be implemented into GOP Hispanics campaign.

The GOP Hispanic campaign strives to achieve their goal of gaining Hispanic voters. The campaign was not formed properly. GOP Hispanics must attract Millennial Hispanics who currently are a majority of the Hispanic voters. Finding methods to attract these voters and utilizing social media effectively will further advance this campaign. Researching and understanding social media platforms is needed, which will determine the success or failure of this campaign.

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