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Marketing and Public Relations

 

 

 

Case Studies


Client: IBM

Overview: According to statistics, US Hispanics graduating with a BA in Science, Technology, Engineering and Mathematics (STEM) in the 2002-03 academic year, represented a mere 6% of overall graduates in this field. By the mid 21st century, Hispanics will constitute over 25% of the population, representing a purchasing power surpassing 1 trillion dollars. The data indicates a disturbing gap in the pool of skilled job candidates filling key STEM positions. IBM, in conjunction with ExxonMobil and Lockheed Martin, felt we should to examine ways to encourage the pursuit of STEM careers among this growing population in order to compete in the current and future global economic climate.

 

Project: A two-day summit of over 200 Business, Education, Government and Community Leaders from throughout the United States
The summit was designed to initiate dialogue and actionable responses to increasing interest in the pursuit of STEM training and careers. The conference brought together advocates, professionals, community and political leaders to engage in lively discussion on a variety of sub-topics that will assist in creating substantive solutions. The information gleaned from this effort has been published in an actionable report released by IBM.


Client: Goya Foods, Inc.

Overview: The largest Hispanic-owned food company in the United States enjoys a high market share of Latin American consumers. Our ongoing Public Relations work with the company indicated a surge in non-Latino consumers as the foods of Spain, the Caribbean, Mexico, as well as Central and South America were becoming mainstream.

 

Project: Guru Campaign
As interest in the cuisine increased, so had misconceptions about the differences and nuances in how meals were prepared within different regions. We launched an "information campaign" to reach out to journalists from epicurean glossies and highlighted our expertise as Leaders of Latin American cuisine. Several top writers took advantage of the free one-hour session with our resident expert and a tasting of dishes specially prepared to reflect the diversity of the company's product portfolio. 


Client: Goya Foods, Inc.

Overview: The largest Hispanic-owned food company in the United States enjoys a high market share of Latin American consumers. Our ongoing Public Relations work with the company indicated a surge in non-Latino consumers as the foods of Spain, the Caribbean, Mexico, as well as Central and South America were becoming mainstream.

 

Project: New Product Launches
As new products are added to the growing list of over 1,500 offerings, we designed and implemented a New Product digital Goya eCard© to a customized Trade and consumer publications database. The execution of this campaign has resulted in a growing awareness of Latin American food products within both Hispanic and non-Hispanic communities.