hispanic public relations case studies
TRANSCRIPT
Appendix A: Recent Work Samples
Case Study: I Am A Smoke-‐Free Zone Client: Denver Public Health Budget: $3,089,000 Timing: April 2013-‐June 2014 Demo: English-‐Adults 25-‐54, Spanish-‐Adults 18-‐49 Project Overview Evolution was contracted by a group of 18 local public health agencies, led by Denver Public Health, to execute a geo-‐targeted mass media campaign that included TV, zoned cable advertising, radio, mobile, online, out-‐of-‐home, event sponsorships, and direct outreach. All campaign elements were in English and Spanish. Because it was determined that existing pre-‐licensed creative did not meet our needs, Evolution guided the group through the development of a unique brand which included creation of a logo and tagline. An out of market television campaign was revised to suit our Colorado audience, and a companion commercial educating caregivers about the myths of secondhand smoke was created and facilitated by the Evolution team. The resulting campaign is an attention grabbing, empowering, tongue in cheek approach to traditional “shock value” anti-‐tobacco ads. View Campaign YouTube channel Scope of Work
o Create and implement a dual language mass media campaign for 18 counties in metro Denver and Northeastern Colorado to increase awareness of the dangers of secondhand smoke
o Identify non-‐traditional messaging opportunities to reach target audience o Build and design consumer-‐facing website to serve as campaign call to action o Create social media campaign to support paid media efforts o Conduct campaign evaluation
Results
o Media bonus secured via strong negotiation: 124% o Total Publicity Value: $29,719 (Public Relations was outside the Scope of Work for this project.
However, Evolution received and responded to a considerable number of media requests for additional content).
o Total impressions of paid media campaign: 342,328,478 o Evaluation results:
o Seventy-‐three percent of parents reported either hearing or seeing the campaign’s ads. o Eighty percent of smokers recalled the campaign. o Of the smokers who recalled the ads, 95 percent said the ads were memorable
compared to 85 percent of non-‐smokers who saw the ads.
Appendix A: Recent Work Samples
Case Study: CCARES/Montez Family Client: Connect for Health Colorado Budget: $337,055 Timing: December 2013-‐April 2014 Demo: Spanish Adults 18-‐49 Project Overview Evolution was contracted by Connect for Health Colorado to enhance statewide messaging efforts to Colorado’s Spanish speaking community and educate them about new health insurance benefits available under the Affordable Care Act. At the same time, Evolution was serving as the communications partner for CCARES, a group of bilingual health insurance navigators working at a certified assistance site. The invaluable perspective of these grass-‐tops community members who deal directly with our target population on a daily basis informed our messaging. The result is culturally competent creative that speaks directly to the target audience; one viewer remarked “It’s nice to see a family on TV that looks and sounds like mine.” CLICK HERE TO VIEW THE MONTEZ FAMILY (in English) CLICK HERE TO VIEW THE MONTEZ FAMILY (in Spanish) Scope of Work
o Execute statewide Spanish language mass media buy to include rural markets utilizing TV, zoned cable, radio, online, and print advertising to increase awareness of and enrollment in the state health insurance marketplace
o Create culturally appropriate English and Spanish television spots featuring a testimonial by identifying a Latino family who successfully purchased health insurance through Connect for Health Colorado
o Develop culturally appropriate messages for print and radio advertisements o Negotiate additional messaging and outreach opportunities to reach target population
Results
o Media bonus secured via strong negotiation: 141% o Total impressions of paid media campaign: 12,027,006 o Evolution negotiated several long-‐form TV and radio interviews for Spanish speaking navigators
to further educate the audience about enrollment opportunities o Call center/enrollment metrics specific to Spanish speakers were not made public. However, the
client noted that after the campaign began, Spanish-‐language calls increased to such an extent that a translation service had to be utilized because existing staff was at full capacity.
Appendix A: Recent Work Samples
Case Study: Encrucijada 3/Crossroads Client: The Colorado Health Foundation Budget: $354,000 Timing: 2013/2014 Open Enrollment and 2014/2015 Open Enrollment Demo: English-‐Adults 25-‐54, Spanish-‐Adults 18-‐49 Project Overview Evolution Principal Anne Smith is proud to have served as Project Manager for the Encrucijada series since 2009. This distinctive messaging concept involves using entertainment as a vehicle for education, or “edutainment”. The Encrucijada Series has its roots in the wildly popular concept of the Spanish language telenovela (soap opera), and reaches viewers with health content presented in a storyline with a dramatic flair. Previous topics include enrollment in CHP+ and Medicaid, and healthy eating/active living. The third iteration of Encrucijada (E3) was created to educate viewers about the value of health insurance, and how to navigate the new health insurance marketplace. E3/Crossroads aired statewide during spring enrollment, and will air again during fall enrollment. Evolution facilitated production of this one hour drama in English and Spanish, and managed the associated media buy and promotion of the program. CLICK HERE TO VIEW E3/CROSSROADS (In English) CLICK HERE TO VIEW E3/CROSSROADS (In Spanish) Scope of Work
o Project management of high level TV production of a long form program in English and Spanish (English-‐Crossroads only, Spanish-‐all three seasons)
o Create Advisory Committee to inform program content/messages (all three seasons) o Achieve statewide reach in English and Spanish with a coordinated media buy (E3/Crossroads) o Conduct campaign evaluation (E1 and E2)
Results
o Achieved statewide reach in English and Spanish to 98% of Colorado households with a TV (E3/Crossroads)
o Quantitative evaluation data showed a statistically significant positive change in behavior, knowledge and attitudes about campaign subject matter (E1 and E2)
o Please see Appendix F for a complete summary of evaluation findings.
Appendix A: Recent Work Samples
About Evolution
A communications agency based in Littleton, Colorado, Evolution creates message-‐driven campaigns for media buys, digital marketing and advertising for non-‐profit and for-‐profit organizations targeting the Hispanic population throughout Colorado. We build rock solid message-‐based campaigns for our clients that include PR consulting, media buying and digital marketing to get the message across the first time. Visit us at becausemessagematters.com.