Bush Hispanic Communications Pro Opens Own Company; Impacto Becomes 1st DC-Based GOP Firm to Target Hispanic Market, Voters

6/25/2003

From: Mike Collins or Hilary Strahota, 202-494-6105 or 240-472-1483 both of the Impacto Group LLC

WASHINGTON, June 25 -- Leslie Sanchez, named one of America's "100 Most Influential Hispanics" by Hispanic Business magazine and the woman who spearheaded the Republican National Committee's $3 million Hispanic marketing campaign during the 2000 elections, announced today that she has left her most recent position as executive director of President Bush's "White House Initiative on Educational Excellence for Hispanic Americans," to form "Impacto Group LLC," the premium Washington-based strategic communications and marketing firm serving clients who target Hispanic markets.

"The dramatic growth of our community impacts corporations, political parties and candidates in a vital way," said Sanchez. "We'll bring a mix of experienced management, a solid Washington presence, access to the players and exceptional understanding of the diverse Hispanic community in a way that will set Impacto apart. We believe we're competitively positioned to deliver for our clients like nobody else -- developing strategies that win and promoting ideas that work."

With proven multicultural expertise in the Hispanic community, Impacto will provide a unique blend of full-service solutions, including integrated marketing brand and image campaigns, crisis communications, boycott management, strategic counseling, community partnerships and sponsorships, organizational business development, issue analysis, message development, media training, national TV specials, blended paid and earned media solutions and market research.

"I'm pleased to announce that prominent GOP pollster V. Lance Tarrance, Jr. will head Research and Development for Impacto Strategies, one division of Impacto Group LLC," Sanchez said. Impacto Strategies will be the first DC-based Republican political strategy and research group aimed solely at the U.S. Hispanic marketplace. The political division will provide in-depth market analysis, national public opinion research and strategic advice and counseling for elections and public policy. Tarrance will also serve as Chairman of the Board of Advisors for Impacto Group LLC.

"I'm proud of my association with Leslie Sanchez," Tarrance said. "Leslie's proven expertise at the highest national levels distinguishes her career. Not only is she a rising star in the GOP, she's recognized in the Latino community as a leader who delivers."

Over the past three decades, Tarrance has directed survey research programs for hundreds of successful U.S. Senate, House and gubernatorial campaigns and has been professionally involved in every Presidential election between 1964 and 1988. He formerly served on the Board of Directors for Gallup Organization. During the 2000 presidential election, Tarrance and Sanchez were the principal architects of the Republican National Committee's two watershed Hispanic surveys, which were widely praised as the most comprehensive political and cultural survey of Hispanic voter attitudes ever undertaken by a political party.

Impacto also announced a strategic relationship with Mike Collins Public Relations. Collins is one of Washington's most respected and sought-after media strategists, specializing in earned media and known for his highly unusual and creative approaches to news management. Collins worked with Sanchez on the GOP's Hispanic outreach media campaign in California, and has developed his own sub-specialty in Hispanic political outreach during political campaigns in Texas, Florida and California.

Sanchez's highly successful approach to building brands for diverse audiences results from her ability to maximize concept and message development, to form broad-based coalitions in the public and private sector, and to gauge the pulse of the ever-growing Hispanic community.

The Impacto Group LLC will be based out of Washington, DC, with operations in Houston, Texas.