Women in Business
Maria Isabel Sanquirico is the founder and CEO of Eleven 11 Communications. She established the agency in Orlando
in 2011 to provide inclusive marketing strategies and public relations advice to companies in Florida, as well as to brands seeking to do a market crossover from Spanish speaking countries.
Reaching this market segment presents its challenges, but a savvy professional who understands Latino culture and trends can reach this coveted demographic.
“Hispanics are not a monolithic group,” Sanquirico said. “On top of that, today’s fragmented media marketplace makes it more difficult to connect with consumers. The ability to develop culturally-credible and relevant brand awareness with a multicultural audience has never been more critical.”
Sanquirico prides herself on leading a team of Spanish and Portuguese communications experts. Their mission is to develop cross-cultural awareness, consumer insight, and crafting relevant messages and tactics unique to each client’s audience.
Sanquirico is a former Univision network and Telemundo anchorwoman, as well as a former iHeart Radio personality. She, she is an active member of the Florida Public Relations Association and has more than 20 years of experience providing clients with communications strategies and programs.
“At Eleven, we work with clients, journalists, market analysts and influencers, to find opportunities wherever they align,” she said. “This results not only in coverage, but also in key placements that increase, expand or sustain earned media value.”
Hispanic market outreach may be challenging for many agencies to provide because, reality is, it isn’t something every client needs. Eleven helps agencies fill that void by partnering to work together with them and act as an extension of their services.
“Our objective is to embrace cultural sensitivity to gain consumer’s trust and deliver the message effectively.”