Hispanic business group hopes ambassadors foster young entrepreneurs

CHARLOTTE, NC: The National Hispanic Entrepreneurs' Organization (NHEO) is in the midst of a national awareness campaign for the organization, and introduced a team of ambassadors from around the country who will spread the group's message.

CHARLOTTE, NC: The National Hispanic Entrepreneurs' Organization (NHEO) is in the midst of a national awareness campaign for the organization, and introduced a team of ambassadors from around the country who will spread the group's message.

Targeting students and young entrepreneurs, the campaign is working to "build the next generation of social leaders," said Juan Pablo Giometti, founder of NHEO, which launched in 2009. "We have an awareness campaign, but part of [the ambassadors'] role is they are going to be working on projects, contacting local leaders, working with educating, and doing events to mentor students on entrepreneurship."

Ambassadors were chosen based on their leadership skills, business acumen, and potential, and included a mix of business owners to students, such as Diana Rodriguez Agiss of the University of San Diego.

Working with Beautiful Planning Marketing Group, the NHEO is doing traditional media outreach to Spanish- and English-language outlets and hosting events, mostly organized by ambassadors. The ambassadors and the overall campaign are using social media, posting videos and using Twitter and Facebook to spread NHEO's message and to promote upcoming events.

"We're mainly using online marketing, PR, and social media, because for us, it is more effective," said Giometti, noting that the ambassadors connect with each other via social media to talk about ideas and the group. The PR budget for the year and the campaign is about $20,000 to $25,000, Giometti said, though the organization will evaluate the program and budget each quarter.

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