Hispanic Marketing
"innovative solutions"
Claudia Goffan
Email Claudia Goffan
Able to see patterns where others see complexity, and understanding their impact, quickly develops the perfect strategy to follow. Creative and action oriented. A powerful communicator.
Alliances
Claudia "Havi" Goffan
Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been named one of the Top 48 PR professionals by the American Express Open Forum and she has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.
Her marketing expertise and her work for the community caused her be selected as one of the four participants on Soledad O'Brien's VIP Panel for the launch of CNN's Latino in America.
A native from Buenos Aires, Argentina, Claudia has been very influential in the Hispanic markets in the U.S. and Latin America - both from a business and a community standpoint - always with outstanding results. Claudia has contributed to companies such as, Grady Health Systems, The Occasions Group, The Taylor Corporation, LatinSuccess, LISTA, El Banco de Nuestra Comunidad, SunTrust Bank, XEROX, AT&T, BellSouth, Citibank, Papa John's, Liberty Mutual, British Telecom, Gold's Gym, Sherwin Williams, and Verizon, among others.
A known philanthropist, Claudia founded Target Latino in 2003, as a community project, with a vision unparalleled at the time - to show American companies the importance of the U.S. Hispanic market - not by preaching but by acting. Within three months, she was able to recruit over 50 volunteers, engage the support of almost all of Atlanta's Hispanic organizations and the participation of seven American companies.
Member of the Board for LatinSuccess; Director of the Argentine American Chamber of Commerce of the SouthEast (AACCSE) and winner of the CWR Publisher's Multicultural Award for Best Multicultural Awareness Article.
A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She is a graduate from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and she has more than 25 years specializing in Marketing, Strategic Planning and Technology, both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.
The origin of Target Latino: its heart
Target Latino: Assisting American companies market to Latinos
Target Latino started as a community project where the top Atlanta Marketing and Advertising Latino professionals helped American companies develop marketing strategies to Target Latino.
The goal of the project was to change the American companies' perception of the Latino Market through actual hands-on experience, and that's how Target Latino was born.
According to the U.S. Census Bureau; Atlanta's Hispanic population grew by 362% between 1990 and 2000, while Georgia's Hispanic population grew by 300% during the same period. Hispanics represent $450 billion in buying power in 2001. (May 28, 2002 KRTBN Knight Ridder Tribune Business News.) The country's Hispanic buying power is expected to reach nearly $1 trillion by 2007, a 315% increase. (Selig Center for Economic Growth at the University of Georgia)
Many businesses, organizations and individuals worked in and supported the project: the Latin-American Association, the Georgia Hispanic Chamber of Commerce, the National Society for Hispanic MBAs (NSHMBA), the Society Hispanic Professional Engineers - Atlanta Chapter (SHPE), the Association of Colombian Professionals in Atlanta (ACOLPA), The Latin Box (marketing and advertising), Sagitauro (web development), and media vendors such as miatlanta.com, georgialatino.com, Cuponito Bilingual Coupons, among others.
The companies that benefited from the efforts of Target Latino were: Gold's Gym, Liberty Mutual Insurance Co., Echolink Telecom LLC, Party Plus Atlanta, Nanette Freiman - Pre-Paid Legal, and Yellow Brick Road Properties, Inc.
The Marketing Strategies Handover ceremony took place on Friday October 10th, 2003 at the Latin-American Association.