Mission

MST Latino Inc.
We orchestrate Latino marketing excellence by composing mission-driven strategic initiatives with culturally appropriate tactics.

From a musical perspective, “orchestration” is defined by Merriam-Webster's Collegiate Dictionary as “the arrangement of a musical composition for performance by an orchestra.”  Within MST Latino, “orchestration” is analogous to the process of first composing “sheet music” (strategic plans) with the intention of conducting a concert (pilot program) which attracts a target audience (Latinos).
Organizationally, the “M” in MST Latino represents “Mission”.  Our mission is to assist clients in composing mission-driven Latinos marketing initiatives.  The “S” in MST Latino represents “Strategies”.  Our strategies are all focused on orchestrating effective processes which connect an organization’s mission to tactical results.  The “T” in MST Latino represents “Tactics”. Our tactics are field-tested methods which are culturally relevant, and metrically measureable.  And the “Latino” in MST Latino represents—well, US--people with passion who apply the “MST” process with pride and confidence toward prosperity for our clients and community!

The composition of MST Latino strategic plans (“sheet music”) are created utilizing Marketment®, a trademarked strategic planning process which orchestrates the integration of marketing and management strategies with people who are passionate about achieving a clearly defined mission. 

MST Latino originates these orchestration by first reviewing the Core Values and Mission of the organization—we believe that the long term effectiveness of target marketing initiatives MUST be congruent with the parent organization’s objectives.  Marketment® target marketing initiatives are first and foremost developed with purpose, and then orchestrated through people with passion.  For while culturally competent people with passion are critical for the tactical implementation of Marketment® Pilot Programs—it is the strategic plan (“sheet music”) that insures the long term effectiveness and guidance toward the mission-driven objectives.

Most organizations are fully aware of the growing buying power of the Latino market—and today, most organizations have some type of Latino initiative.  However, all too often, organizations fail in achieving their objectives because of the lack of a mission-driven strategic plan.  Latino advertising agencies can generate award winning creative, Latino media can promote these messages and Latinos within the organization can be charged with implementing the tactical efforts—but without an organic, organizationally mission-driven strategic plan, these efforts often return less than desirable returns.  

Utilizing the Marketment® developmental process can be viewed as similar to the process in which long distance marathons are won—the winner is often the one most mentally prepared, it’s assumed that all the top runners can finish the race in record time—so in actually, the winner of the race was determined before it began—the winner is the runner who mentally, spiritually, and physically prepared themselves before they ever left the start line—the finish line is where the audience, and fellow competitors, can observe who is the winner—the one who won the race before it began.

The marathon of effective marketing is similar, a company that wishes to win in the long race of marketing excellence, prepares detailed, integrated strategic plans long before running the race of tactical marketing (i.e. ads, direct mail, sponsorships).  An organization’s long term success is usually not determined by short term tactical results that rely on promotional gimmicks and discounts—that may win the short sprint races (with the finish line ending at quarterly returns), but  the audience (prospects & clients) at the finish line also realize that these types of tactical marketing techniques do not possess the deep sense of brand value that will keep them loyal to the organization.

MST Latino assists champions in winning more Marketment® Marathons—Latino Style!