MERCADEO Versión en español
Alejandro Gomez of Coca-Cola: After supporting the Hispanic Scholarship Fund for 30 years, we want to make sure more Latinos youths go to college
17 de septiembre de 2013
Alejandro Gómez, director de Portafolio en mercado multicultural de Coca-Cola
The Coca-Cola Company and the Hispanic Scholarship Fund announced a scholarship program sponsored by the leading soft-drink brand. To learn all the details, PRODU spoke with Alejandro Gomez, portfolio strategy director of multicultural marketing at Coca-Cola.Coca-Cola has supported the HSF for the last 30 years. Especially in the last two years weve had a program that helps Latino students obtain scholarships across the United States. In 2013, as part of National Hispanic Heritage Month, were giving more than $200,000 in scholarships to help close this gap we have between Latino students who should go to college and those who do he said.From Sept. 1 to Dec. 15, young people in their last year of high school can apply online. Applicants who fulfill the minimum requirements will be presented on social media, where they will be asked to share their profiles to win votes from the community. Every participating voter will automatically have the chance to win a gift card worth $500. We in Coca-Cola understand that social and digital media are very important, above all to young people Gomez said.Coca-Cola retailers will also play a vital role in the program through the awarding of $100,000 in their local communities. These associates are helping raise awareness about the importance of education as a means of strengthening individual communities.Winners will be announced in late May 2014 by the HSF, which will name the beneficiaries of the scholarships according to standard selection criteria.
