|Republicans hope their initiative will establish a permanent GOP Hispanic outreach effort in the state.
"We are no longer going to come in six months before an election and leave when it is over," Sevilla Korn said.
Former state Rep. Aaron Peña (R-Edinburg) -- who is mostly only known for having betrayed the Democrats by switching parties after being elected in 2010 -- will serve as chairman. Republicans are starting their efforts in San Antonio, where they have already hired two field directors. They will soon begin to expand into other areas of the state.
Greg Abbott, who was at the RNC's announcement in Houston, thinks Hispanic values align more closely with Republican beliefs on social issues and economic matters.
"We have not seen Hispanics switching from the Republican Party to the Democratic Party," Abbott said during his remarks. "This is a one-way street that we're driving on down the pathway toward a more powerful future for the great state of Texas."
At The Texas Tribune Festival last month, Abbott claims he's aiming to win at least 40 percent of the Hispanic vote these upcoming 2014 elections. He has made multiple stops in cities with large Hispanic populations, including Houston, McAllen, and Corpus Christi. Abbott also frequently makes references on the campaign trail that his wife, Cecilia, is part Hispanic.
Democrats are pushing back with their own efforts.
The Texas Democratic Party's Wendy Davis loteria depiction is a small -- but much more culturally aware -- effort that Democrats hope shows Latinos the party is more in tune with the Latino culture than Republicans.
TDP spokeswoman Tanene Allison said she's gotten requests to use the Wendy La Valiente image in many different ways, but the party will just be using it to capture the grassroots outreach.
Ortega, who was at Wendy Davis' announcement of her campaign last week, believes Davis' personal story resonates strongly with Latino voters.
"She represents that strong figure of a woman, and was a single mother as well," Ortega said. "She did everything she could to provide for children, and that story - I have a lot of friends and people I know who can identify with that."
The Democratic National Committee (DNC) announced Thursday it is launching Spanish-language online ads and robocalls targeting Republicans on the government shutdown.
The Spanish-language calls and Twitter, Facebook and Google ads will target Latino voters in Florida, Nevada, Arizona, and Texas.
The calls in Nevada and Arizona will target the Republican Party as a whole, while those in Florida and Texas will focus on informing Latino voters about the consequences Sens. Marco Rubio's and Ted Cruz's GOP government shutdown are producing in their home states.
Texas Democratic Party Chairman Gilberto Hinojosa believs Republicans will continue to struggle to win over Latinos.
"DC Republicans can pour money into Texas, but they can't buy the Hispanic vote out here," Hinojosa said in a statement, adding: "We see where the Tea Party has led Republicans in our state - and how they spend their primaries fighting over who can be the most anti-immigrant. The problem with the Republican Party and Hispanics is a policy problem, something no marketing campaign can fix."
It's only a matter of time before the Republican's conflicting messages will isolate both groups they're attempting to cater; on one hand, telling Latinos that they support immigration and, on the other, telling the Tea Party they want to deport every immigrant in this country.
Hinojosa is absolutely right in stating that the Republicans' problem with Latinos is not their marketing strategy. Republicans can hire as many Hispanics to hunt down their own brothers and sisters, but this alone will not change the fact that Republican policies hurt Latinos and other minorities.
One glaring example of this is that while Republicans are desperate for Latinos votes, they are viciously fighting to strip Latinos from our right to vote.
Republicans seem to want to have it both ways. Their simple-minded belief that because most Latinos are Catholic, they ought to be voting conservative, is really outdated. The reason is that Latinos are 9pt more likely to say they are liberal than the general population. Not only do Latinos support a larger role in the economy from the government, but even on social issues, second- and third-generation Latinos are no more conservative than the general population. In fact, second- and third-generation Latinos are more likely to believe abortion and gay marriage should be legal than the general population. Catholics especially support same-sex marriage.
Latinos, much like the rest of the population in the US, have grown more liberal and embracive of progressive views. Unless Republicans decide to ditch the Tea Party and join the rest of the country, Republicans will never have a real chance at championing the Latino vote, no matter their marketing tricks.