David G, I appreciate you adding a contact to your profile. thanks.
You say "Let me also say that my post should not in any way be interpreted to mean I am trying to give preferential treatment to any race, **** or ethnic population, etc. " and yet you also say "I feel like there must be something we can do better to reach them".
This reminds me of folks that use the phrase "with all due respect" and then go on to berate someone in a manner that shows no actual respect.
What you seem to mean is that while you wish there was some easy way to improve one group's response to your advertising without being a disadvantage to any other group, but that is just about an impossible thing to do with any limit in funds and we all know there is no such thing as "enough money" any more than there is ever "enough time".
I just can not see how to give a bigger piece of the pie to one group without giving less of the same pie to some other group.
We must strive to reach ALL the possible techs our customer's would like to see show up at their door, equally. What I think you may be seeing is a result of years of some groups of techs having gotten an impression that lower, middle and upper management at the local Hyster dealer has been a "good old boys network" for so long that "some things may never change" and "why try to swim -up- that stream". Took a long time to create that reputation, to do -it- right, -it- might be a long slow climb away from that reputation.

I think this brings up another interesting bit of conversation, in how should a reputable company handle a customer that openly exhibits their prejudices?
Customer; "we don't want that Anglo here, all our operators only speak Portuguese so we want a tech who speaks Portuguese, if you can't send us someone that speaks Portuguese, we will use some other company that can" [or pick any 2 language/racial/ethnic groups] ?