Balsera Communications | National Museum of the American Latino Commission

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BACKGROUND INFORMATION

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.

Campaign Elements

TACTICS

Public Forums

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

Leveraged our relationship with key local influencers and community organizations in each of the eight cities.
Created local welcoming committees of influencers who immediately became engaged, involved and empowered to be surrogates and advocates for the Commission.
Developed compelling collateral branding materials including online banners, print ads and step-and-repeat and retractable banners.
Scripted the Commissioners talking points for each forum, videotaped and recorded the dialogue and edited highlight reels of each forum that could be used for content on the website and across various social media channels.
The public forums were conducted in the following cities:

Chicago • Albuquerque • Austin •Minneapolis

Los Angeles • Miami • New York • San Juan

Print Media Coverage Highlights

Broadcast Media Coverage Highlights

Online Media Coverage Highlights

Radio Media Coverage Highlights