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Industry Experience
Laura Sonderup is the Director of Hispanidad, a full-service Hispanic advertising agency headquartered in Denver, Colorado.
As Director, she determines optimal communication strategies and manages the development and execution of marketing messages targeting domestic Hispanic consumers. In addition, Laura coaches a number of regional and national organizations in cultural competency curriculums, including the Colorado State Patrol; Colorado Department of Transportation; North Dakota Department of Transportation; Utah State Highway Office; National Highway Traffic Safety Administration; and the U.S. Army National Guard.
Laura is a recognized expert in Hispanic marketing and is frequently featured as a speaker at national and international conferences. Her writings on the subject have been featured in USA Today, US Industry Today, IFA Franchising World, ColoradoBiz and DirectLine. The American Bar Association recently published her article "The Business of Immigrant Markets: Providing Access to Financial Services" — a guide to understanding the legal ramifications of serving undocumented individuals within the financial services industry.
She serves on the Board of Directors of The Chamber of the Américas, the Board of Advisors of U.S. Travel Professionals of Color and is a Board member of the Direct Marketing Association's Directo Council. She is an active member of the Denver Hispanic Chamber of Commerce, Colorado Business Committee for the Arts (CBCA), The Rocky Mountain Direct Marketing Association (RMDMA) and the Association of Hispanic Advertising Agencies and is a Latino youth mentor with Metro Volunteers.
Speaking Topics:
- "Wagering on a Winning Campaign: A Case Study on Successful Hispanic Direct Response Marketing" (case study)
- "¿Español o inglés? Understanding Language Preferences in the Hispanic Market"
- "Reaching Out to Minority Communities: Developing Effective Safety Communication Plans"
- "Marketing Financial Services to Immigrants"
- "Getting the Message Right: Culturally-Relevant Creative for U.S. Hispanics"
- "Hispanic 101: Marketing to a Vibrant Community"
- "Developing Brands that Resonate with Hispanics" (case study)
- "Occupant Protection in the Hispanic Community"
- “Diversity 101: Exploring the Nation’s Changing Demographics”
For a list of previous speaking engagements, contact Laura.