Republicans are launching a door-to door outreach campaign targeting Latinos in the coming weeks to raise support for Mitt Romney in the general election.
The effort's message will focus on the economy and the belief that the only way to make it better is to get someone else in the White House.
At 50 million strong, Hispanics are now the nation's largest minority, and 21 million Hispanic-Americans are registered voters.
The campaign tactic comes as Romney and the Republican National Committee have virtually ignored Hispanic media outlets, according to NBC/Smart Media Delta.
President Barack Obama has spent $730,000 so far this cycle with Hispanic media buys in Denver, Las Vegas, NV; and Orlando, Tampa, and Miami, FL.
For Romney to have a chance to win Latino votes, he will need to focus both on the economy and immigration, said Ana Navarro, a Republican political strategist and former national co-chair of John McCain's Hispanic Advisory Council in 2008. Specifically he can focus on what the President hasn't done on immigration, she said in an Op-Ed in The New York Times.
“Romney needs to tell Latinos that Obama promised, without caveats, to pass immigration reform in his first year in office,” she said in the Times. “Obama broke his word, and instead he dramatically increased deportation rates, in many cases separating families.”
If Romney can exploit this fact and show sympathy for these situations, he may have a shot at building loyalty in the group, she said.