ComPRehension

Professional development and training blog of the Public Relations Society of America (PRSA)
October 25, 2013

Wells Fargo Hispanic Consumer Financial Education Campaign


Edna Silva and Jennifer Elena are presenting the Silver Anvil case study, “Wells Fargo Hispanic Consumer Financial Education Campaign,” at the PRSA 2013 International Conference on Tuesday, Oct. 29, 2:15-3:30 p.m.

The Hispanic community is the largest-rising minority group in the United States. According to the U.S. census, today there are 50.5 million Latinos in the U.S., and by 2050 there will be 130 million. The financial stability and contribution of Hispanics are important to the success of a U.S. economic recovery. Lack of financial knowledge can hinder an individual’s ability to own a home, secure college loans, manage debt and save for retirement.

Given the Hispanic community’s need for increased financial guidance and in-language financial education, Wells Fargo worked with the JElena Group on a financial education campaign to help educate the Hispanic community around financial topics, and to help them succeed financially.

The session will discuss strategies and tactics that created a financial education platform by:

  • Delivering in-language and culturally relevant messages.
  • Collaborating with national community partners.
  • Understanding what information reporters and communities need.
  • Developing a network of Wells Fargo subject matter experts.
 Edna Silva Edna Silva is assistant vice president with Corporate Communications at Wells Fargo. Silva leads the company’s national media relations and communications for the Hispanic and Asian segments, and is responsible for protecting and enhancing Wells Fargo’s reputation with both communities nationally. She also provides strategic communications counsel to the Asian and Hispanic segment strategy teams with Enterprise Marketing, who are responsible for developing and defining the company’s segment-specific priorities.
Jennifer Elena Jennifer Elena is the president and founder of the JElena Group. Elena has more than 12 years of experience and has worked with Fortune 20 companies, national associations, federal agencies and nonprofit organizations. She has extensive experience crafting national and international consumer education campaigns for both the Hispanic segment and the general market, and understands the intricacies of both English- and Spanish-speaking media. Elena is an expert communicator across all mediums, as well as a results-driven business owner and leader.

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