Multicultural Campaigns and Ethnic Media  

 

My experience in communications and social marketing includes engaging communities through broadcast media placements, online placements, social media, blogger relations, newsletters, white papers, reports, out-of home (billboards and posters), message development, media relations, workshops, and personalized instruction.  I have utilized mediums such as video, audio and printed materials in various formats to reach both the general public and targeted ethnic audiences. 

 

While managing campaigns on behalf clients such as the U.S. Department of Health and Human Services, USO and March of Dimes, I established and maintained relationships with contacts at hundreds of ethnic media outlets nationwide.  My team’s ability to win earned media placements and generate widespread visibility was impressive.  The bilingual publicists conducted outreach to each station and noted their preferences for airing public service messages, and I designed a system to combine station feedback with data from our media monitoring services to create a profile for each station. 

 

The media profile was a very useful tool for strategically targeting the stations most likely to support a specific campaign, which created efficiencies in our outreach efforts and made the best use of my clients’ limited resources.  This approach earned impressive returns on their investment, and it served the needs of broadcast stations by providing superior content according to their specific preferences, in addition to providing a service to the communities that benefitted from the exposure to important (and potentially life-saving) messages.