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The National Museum of the American Latino Commission (NMALC) is a 23 - member congressionally mandated body, appointed by the President and the Majority and Minority Leaders of the U.S. Senate and the U.S. House of Representatives, tasked with providing a report to Congress and in the fall of 2010 on the possible creation of a museum in Washington, D.C. or its environs, which would pay tribute to the art, history and culture of Latinos in the United States.
The Commission's work falls under the auspices of the Department of the Interior and is managed by the National Park Service. In order to facilitate the report, the National Park Service hired contractors to handle various aspects of the Commission's tasks, including: public outreach, site selection, governance, architectural issues and fundraising.
Balsera Communications was selected to handle public outreach for the Commission, which included the following:
· Developing overall core messaging and strategy for Commission outreach
· Designing a public outreach campaign to promote the results of the campaign
· Developing and implementing a six city nationwide bi-lingual public forum tour
· Designing an attention-grabbing logo for use on branded media (print ads, banners, flyers)
· Designing and maintaining a compelling and informative official website
· Launching and managing a social media strategy for engaging wide-ranging publics
· Designing and implementing a publicity plan
· Designing and implementing web-based and video multi-media strategies
· Compiling and analyzing Latino demographics
STRATEGY & IMPLEMENTATION
The contract was awarded five weeks prior to date of the first public forum, which necessitated an immediate multi-pronged implementation plan to create a logo, develop a website and execute the first public forum.
We simultaneously developed an overarching strategic message for the Commission and developed a communications plan for the duration of the contract.
Our public relations, social media and grassroots plans focused on maximizing impact through media placements and outreach to influential community groups. Particular emphasis was placed on raising awareness of the Commission, its mission and goals and receiving input from interested parties that would be included in the report to Congress.
Public forums were used to gather input from the public and to promote the Commission's task. In order to populate the forum and capture all the dialogue we executed the following tactics
The public forums were conducted in the following cities:
Chicago • Albuquerque • Austin •Minneapolis
Los Angeles • Miami • New York • San Juan
To amplify outreach, we combined our national network of media relations in key Hispanic markets with a quintessential marketing communications program. These partners included influential Hispanic community-based organizations, non-profit groups, the faith-based community, business organizations and veterans groups. Below is a list of the organizations that participated with us:
We utilized traditional marketing and communications efforts, including key messaging, press releases, media relations (interviews), marketing collateral and advertising (including public service announcements) to raise awareness for the campaign. We also created a brand identity that illustrated the Commission's mission to motivate, engage and inspire key audiences to embrace the conceptualization of the NMAL.
Our social media strategy was built around a compelling anchor site which created an ecosystem of informed and engaged users who spread the message of the Commission and its mandate. We created an impactful website with relevant information and social media links which served as the hub of all activities around the launch of the Commission outreach efforts. The concept was to build a base to the project’s social network sites that would allow users to interact with all channels from one space. Additionally, these tools would encourage visitors to learn more about plans for a Commission, how to get involved and how to give feedback. To make the site richer, we also integrated multimedia content (including text, video and a photo gallery) using content drawn from the forums across the country to continually refresh the landing page and create interest for return visits.
From March 26, 2010 - March 5, 2011 Balsera Communications generated 55,630,090 total impressions.
HuffPost & Voto Latino cover NMALC success on 10.24.11
Print Media Coverage Highlights
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