An Untapped Market: Reaching Hispanic Communities Seeking Legal Status (Presented by the Federal Bar Association Immigration Law Conference 2025 sponsor Alpenglo Digital)

Jean Ginzburg | Alpenglo Digital

Jean Ginzburg is a nationally recognized marketing strategist with over 15 years of experience helping law firms grow through culturally fluent digital campaigns. As the founder of Alpenglo Digital, she specializes in helping immigration attorneys connect authentically with Spanish-speaking audiences—especially individuals seeking adjustment of status or humanitarian relief. Jean’s work combines deep knowledge of multicultural marketing, bilingual content strategy, and performance-driven advertising across platforms like Meta and TikTok. She has helped law firms increase consultations, build community trust, and serve more clients through personalized outreach that meets people where they are.

I. Why this topic matters now (demographic trends, fear in immigrant communities, digital opportunity) | 2:00pm – 2:05pm

II. Understanding the Opportunity | 2:05pm – 2:15pm

• Who is this underserved community?
  • Synopsis of the estimated 10.5 million individuals without legal status
  • Common eligibility paths: adjustment of status, asylum, work authorization
• The role of immigration attorneys in providing trusted legal help
• Barriers to access: fear, misinformation, language, and cultural disconnect

III. The Power of Culturally Fluent Marketing | 2:15pm – 2:30pm

• Why Spanish-language marketing matters
  • Not just translation: cultural fluency vs. literal messaging
  • Values that drive trust among Hispanic clients: family, safety, respect, privacy
• What doesn’t work: generic or fear-based messaging
• Examples of effective messaging and community-centered outreach

IV. Digital Channels That Work: Focus on Meta (Facebook & Instagram) | 2:30pm – 2:45pm

• Why Meta is the top-performing platform for Hispanic outreach
  • Usage stats among U.S. Hispanic adults
  • Trust-building through social proof and video
• Paid advertising strategies
  • Geotargeting, language targeting, interest-based audience building
  • Ad examples: testimonials, explainer reels, FAQs in Spanish
• Organic strategies
  • Lives, community groups, WhatsApp integrations

V. Case Studies + Actionable Steps | 2:45pm – 2:55pm

• Case study: Law firm that grew consultations by X% via Spanish Meta ads
• Case study: Community partnership campaign (churches, schools, events)
• Action steps attorneys can take immediately
  • Audit your Spanish-language presence
  • Identify trusted messengers and client touchpoints
  • Build a simple, low-cost outreach funnel

VI. Q&A and Wrap-Up | 2:55pm – 3:00pm

• Live audience questions
• Final takeaways and resources
• CLE attendance check-out instructions (if applicable)