Stanley Works Launches Its Hispanic Marketing Campaign to Help Grow Skills and...

Stanley Works Launches Its Hispanic Marketing Campaign to Help Grow Skills and Build Knowledge Among Hispanics in the Trades


ATLANTA, Nov. 9 /PRNewswire-HISPANIC PR WIRE/ — Stanley Works announced today its launch of a nationwide Hispanic outreach program called “Hazla en Grande” — which translates to “Make It Big” in English — during its media debut at the 2009 STAFDA convention. The initiative is designed to provide materials that will build knowledge and/or skills among Hispanics working in the construction trades. During the event, Todd Langston, director of marketing for Stanley, issued an open invitation for all distributors to participate in the program and begin offering the Stanley materials to their base of Hispanic customers.

This bilingual initiative provides a variety of materials designed to attract, educate and inspire Hispanics during their journey to a successful career … possibly even a path to business ownership. Materials include training videos, pocket translators, books, and other exciting program elements that will engage Hispanics on a cultural level.

“Stanley is committed to support Hispanic workers and we firmly believe that our products will indeed become the Hispanic’s tool of choice, if it isn’t already. However, our goal is to earn their preference through building trust and providing knowledge,” said Scott Bannell, VP Brand Management at Stanley Works.

The training video collection covers practical topics such as framing, drywall, roofing, finish & trim, and techniques for mechanics. Each 25-minute video provides tips & techniques for selecting the right tools, estimating a job, preparing the jobsite, and meeting building code requirements as well as valuable safety tips for working around the jobsite.

The pocket translator is an English-to-Spanish/Spanish-to-English guide to translating more than 2,000 commonly used construction terms on the jobsite. By design, this guide can be used by Spanish speakers and English speakers alike for more effective jobsite communication.

The Book “Learn to Earn” provides basic information for workers who want to start their own business. It includes advice from industry experts, key information from industry associations, and insight from entrepreneurs who have succeeded in establishing their own companies.

Alfredo Garza, Marketing Director at AC&M Group, the advertising agency that created the initiative, said “Stanley will support the educational and training efforts of the National Hispanic Contractors Association (NHCA) and its 11 chapters that operate a regional level,” said Garza.

In addition to the educational materials, Stanley has selected Jose “Lupe” Esparza as its spokesperson for the initiative. Esparza is a well-known vocalist, composer and songwriter for the Mexican band called Bronco. “Lupe Esparza is a well-respected celebrity in the Hispanic community, not only for his artistic talent, but because his story as a living example of hard work, dedication, and success in achieving big dreams,” said Bannell.

For more information about “Hazla en Grande,” visit the website or contact Todd Langston or Alfredo Garza.

About Stanley Works

Stanley Works, an S&P 500 company, is a diversified worldwide supplier of tools and engineered solutions for professional, industrial, construction and do-it-yourself use, and access security solutions for commercial applications. For over 165 years, Stanley(R) brand has been synonymous with quality, reliable products. Its well-known tool and storage brands include Stanley(R) as well as FatMax(R), Facom(R), Bostitch(R), Jensen(R), Mac(R), Proto(R), La Bounty(R), Vidmar(R), and InnerSpace(R). Security Solutions brands include Stanley(R), Best(R), National(R), HSM(R), Blick(R) and Frisco Bay(R). Additional information about Stanley Works can be found at

About AC&M Group

AC&M Group is a Charlotte based and independently owned marketing firm founded in 2001. AC&M specializes in using cultural insights to connect with consumers. For AC&M a culture goes well beyond an ethnicity, and any group with shared values and passions will respond to targeted and relevant communications. Under this principle, deeply rooted in research, AC&M has for the past 5 years developed and executed successful programs for clients such as Batanga, National Gypsum, Lowe’s Home Improvement, Stanley Tools, Televisa, American Airlines, Eurosport, Comex, Best Mexico, and GMAC Insurance, among others. For more information, please visit

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SOURCE Stanley Works

Stanley Works Launches Its Hispanic Marketing Campaign to Help Grow Skills and Build Knowledge Among Hispanics in the Trades