It's expected that more than 10 million Latino voters will cast ballots in the 2012 election. Both political parties are upping their efforts to lure Latino voters for this presidential election cycle.
The Republican National Committee and Texas Democratic Party are trying to "one up" each other with a barrage of press releases targeting unregistered Hispanic voters.
Lubbock Tejano Democrats started a grassroots effort. Chapter president Olga Aguero said it takes more than just knocking on doors to attract the Latino vote.
"Make them more involved in the process to make those numbers grow," she said. "Once they register, we do not just let them be, we educate them," Aguero said. "We will be communicating with them as what laws are being passed, what do you think about this law?"
Director of the Lubbock Tea Party, Ysidro Gutierrez, said Latino voters are changing their traditional ideals.
"Hispanics have come to realize that conservatism may be the better choice," he said. "Obama won the election four years ago with 67 percent Hispanic vote, but today he is down to 29 percent among Hispanics, so Hispanics are watching, they do understand and they are smart enough to make up their own minds."