Hispanic

Objective

One of the nation’s largest and longest-serving nonprofit credit counseling organizations that promotes a national agenda for financially responsible behavior, launched a robust Spanish-language public service announcement campaign targeting homeowners within the Hispanic community. The campaign’s message aimed to help Hispanic homeowners who are at risk of foreclosure and/or trying to overcome debt. Beyond the challenges of homeownership, many in the Hispanic community are struggling with how to properly save money and manage their finances responsibly. Through a series of public service announcements, the organization’s goal was to reach out to the Hispanic community and let them know that the nonprofit provides trustworthy solutions, financial education, housing and credit counseling in Spanish to help them make the best choices for their financial future.

Campaign Tactics

Connect360 Multimedia used a multi-faceted approach to create wide-ranging awareness for the
campaign throughout the Hispanic community. The broadcast TV and radio PSAs campaigns targeted the universe of Spanish-language TV and radio stations in the U.S. and Puerto Rico through digital and hardcopy distributions. Additionally, Connect360 translated all of the distribution materials into Spanish and worked closely with the nonprofit organization to ensure its PSAs were culturally-oriented and specifically tailored for the Hispanic community. The broadcast distributions were paired with extensive Internet PSA marketing tactics including Connect360 custom designed Spanish-language campaign awareness banner placements on major Hispanic publication websites and top market Telemundo TV station websites. The banner placements were enhanced by a Spanish-language multimedia news release distribution to Spanish-language newspapers, broadcasters and websites. The campaign awareness banners linked to a dedicated landing page established by Connect360, which housed campaign logos, images, streaming PSAs, descriptive text and live links. The broadcast PSAs were marketed to stations across the country through bilingual publicist outreach via phone and email, coupled with ongoing promotions driving stations to download the PSA by visiting PSA Connect, Connect360 Multimedia’s digital platform for public service campaigns.

Results

In total, the various Spanish-language distributions earned 25,265 airings, 68.3 million impressions
and over $2 million in media value. Strong coverage was garnered throughout top Hispanic markets and mainstream media markets such as New York, Los Angeles, Dallas, San Francisco and Houston, among others. The TV PSAs also received airplay with Univision, Telemundo, UniMas and MundoFox affiliates across the country. The Internet PSA campaign reached more than 21 million online viewers, with over 3,000 views of the campaign landing page. Featured online placements included Telemundo TV station websites in New York, Los Angeles, Chicago, Dallas and Miami. Placements also occurred with top Hispanic publication websites including El Diario and Hoy New York, La Raza, La Opinión, La Prensa, Vista magazine and El Mensajero. The Hispanic multimedia news release was featured on CNN EXPANSIÓN, Latin Vision Finance, Reporte Hispano and MiLatino.