Kmart announced yesterday the formulation of their Latina Smart Fund. The announcement was part of their observance of National Hispanic Heritage Month.
The Latino market is important to Kmart as many of their stores are in urban areas with a high or emerging Hispanic population
"Kmart recognizes education is a passion point within the Latino culture," said Nydia Sahagun, the director of multicultural marketing for Sears Holdings, the parent company of Kmart.
The Hispanic demographic has been very loyal to Kmart. As the chain moved its headquarters from downtown Detroit to suburban Troy in the 1970s they also were the first major national discounter to expand to Puerto Rico with stores in San Juan and Ponce. Both Kmart and Walgreens, which also expanded to the island around the same time, have enjoyed the loyalty of shoppers in the face of increasing competition as other retailers have moved there.
The program will award a total of $25,000 in scholarships to students currently in college, trade school, or technical institute or in their senior year of high school.
"Through the Latina Smart Fund, we aim to further engage and empower the Hispanic community that represents some of Kmart's most loyal customers."
Students can apply for the scholarship either by submitting a 750 to 1,000 word essay or two-minute video before the end of October. Entries are uploaded to the company’s Latina Smart facebook page. The 50 most “liked” entries will advance to a judges round where the 20 best will be selected by the Latina Smart Ambassadors. These 20 will be evaluated by a panel of Kmart selected experts that will ultimately award one $10,000 winning and three $5,000 runner-up scholarships.
For more information go to Kmart on facebook or visit any of their Detroit-area Kmart stores including Rochester, Roseville, Lake Orion, or Utica.
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