Association of Hispanic Healthcare Executives (AHHE.org) is a nonprofit organization that sought to foster programs and policies to increase the presence of Hispanics in health administration professions.  AHHE faced a variety of challenges internally and externally due to the use of traditional marketing tools.  Grupo Parada conducted a Business IntelligenceA broad definition of competitive intelligenceA broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. process to determine what needed to be done to empower AHHE into reaching Hispanic healthcare partners and executives, and in lowering marketing costs through technology.

The Challenges

The organization lacked a corporate identity online as well as an effective internal communication and project management systems.  This challenge decreased productivity and AHHE’s effectiveness in reaching out to the community and to healthcare leaders.  Without control of its brand, an online presence and marketing campaign, AHHE was limiting its growth by preventing a connection with national partners and corporate sponsors.  Also, without a plan for digital sources of income, the organization’s revenue was not diverse and were not able to reach its goals.

The Strategy

The Digital Communications Audit allowed Grupo Parada to identify the internal and external communication issues that AHHE was experiencing.  Also, through Consumer Market ResearchA broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. and Competitor Analysis of the organization, a blueprint was developed to know where AHHE wants to achieve and how it can reach those goals.  Moreover, the Content Marketing Management, based on the digital blueprint, Grupo Parada integrated marketing efforts to increase the organization’s memberships and other sources of sustainable income.   Also, the online presence, visibility, and branding strategies were aimed at empowering AHHE to position itself as a leader in both the Hispanic community and the Healthcare industry.

The Results

AHHE experienced a 180° turnaround , going from literally being absent in the digital world, to becoming a digital leader in its industry. Grupo Parada’s work helped AHHE in its continuous growth and has been able to:

• Attract key partners in its fight with health inequalities
• Better promote its roundtable and gather healthcare executives
• Facilitate the scholarship support and professional development for healthcare leaders
• Increase the number of members in the organization
• Implement online payments
• Create new revenue sources
• Develop sustainable website operations
• Increase the benefits of corporate sponsors
• Develop national exposure and recognition of the AHHE brand

The Challenge

Despite being a well-known journalist, writer, broadcaster and chef, Denisse Oller felt a lack of connection between her and the public. In 2007, Oller ended her successful 20-year career as a national news anchor in the Spanish-speaking Television to pursue in a full time basis her biggest passion – being a Chef.

One of the biggest challenges was to rebrand Oller – Denisse needed to create recognition, connection and awareness among the public about her new professional stage as a Chef. The challenge was to eliminate any association to her previous employer and create a new brand and image that would uniquely identify Chef Denisse Oller.

The Strategy

The rebranding process was a core part of the strategy; Denisse Oller is well received and recognized among the Hispanic Community – that recognition, admiration and gratitude that Denisse earned from the public during her entire career needed to be carried over. The strategy was to reflect her transition and in the process create a complete new brand to represent Denisse, her profession, her goals and her passion; the new brand would be the medium to connect with the public and build Denisse’s image.

The Results

Through a Digital Communications Audit, Grupo Parada was able to analyze Oller’s digital assets. After the audit, Grupo Parada decided it was better to start off from zero – create a brand new logo and a new site that would integrate and consolidate all the already existing digital assets. The difference was to organize, channel and optimize.

Grupo Parada managed all digital assets including social media platforms, by conducting Consumer Market ResearchA broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. and a Digital Public Relations Campaign we were able to see a significant increase in the website traffic, brand recognition and engagement. The work with Miss Oller is not finished, but the results we have this far have surpassed expectations. The Consumer Market ResearchA broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. conducted by Grupo Parada predicts further engagement and growth in Denisse Oller’s brand.

BACKGROUND

In the quest of including the Latino Community in the Woodrow Wilson Teaching Fellowship offered by the Woodrow Wilson National Fellowship Foundation, Grupo Parada was contacted. Specialized in the Hispanic Market, Grupo Parada offered an insider’s perspective to developing an Integrated Marketing and Communications Campaign for a period of two months. The goal was to inform the Latino community about the program. However, in order to fill the gap between the community and the purpose of the program, it was necessary to create engagement. Engagement cannot be done through a simple literal translation, but more like the creation of a new concept according to the audience.  At Grupo Parada we felt it was crucial to develop a culturally relevant strategy rather than a replica of what the Foundation had been doing in the past.

THE CHALLENGE:

The Woodrow Wilson Teaching Fellowship has attracted few Latino participants to the program in the past 2 years. The Latino community is rapidly growing in the United States and it is necessary to include more Latinos in programs that will affect the entire country in the future.

THE STRATEGY:

FIRST PHASE:  We identified the target audience in two segments:

1. Influencers:  Parents and older family members who obtain their information in Spanish.  Therefore, the message to this audience was in Spanish.
2. Applicants:  Since they must be fluent in English in order to apply, the messages were in English, but implementing the cultural context of the US Hispanic market.

Once identified the segments, we built a theme that would depict the essence of the program and would bring the most attractive parts of the program specifically to each segment.

For parents:

• Latino parents have a greater influence on the decisions made by their children, we wanted to provide with adequate, and useful information for parents who were looking for ways of supporting their children’s education.
• We portrayed the idea that they had the power to help their children continue with higher education by informing them of the opportunity.
• The newly created website en Español has separate information for parents and for students; in the Latino community the mentality and decision making process is more of a collective rather than individual process.

For students:

• Many Latino college students are the first generation to have a college degree in their families, and the achievement of higher education brings a feeling of pride and accomplishment, We encouraged this idea.
• The message and the theme we created included ideas of making their parent’s effort worth it and giving the students the opportunity to make a difference in someone’s life the same way their parents made a difference in theirs.

During the recreation of the website in Spanish, we carefully reviewed and avoided literal translations. The theme and relevant messages were often included in the content of the website. Images portraying Hispanics were included.

SECOND PHASE: The second phase started by contacting different media representatives. We focused on the three states and the press release was sent to radio stations, newspapers, and important Latino websites. Email and telephone assistance in Español was available for all inquires. The press release both in English and Spanish was sent to various media which distributed and published the information themselves.

As a result:

• About 100 major Hispanic websites and print media published our release and wrote articles on the story (see screenshots attached).
• Univision and Telefutura (major Hispanic TV stations) featured our publication through TV announcements
• The message quickly spread across the nation

THIRD PHASE: We focused on social media platforms and for the publication of the message to continually spread. We assisted applicants in the process of application and encouraged them to continue with the process, many needed special assistance which was provided in Spanish or English according to their needs.  Our message went viral throughout Facebook groups, and pages related to:  Universities, alumni associations in STEM fields, influences in the Latino and education field, and the ones that gathered Latinos from different nationalities and lived in the US.

Our strategy was based on planning, creating, promoting and auditing the effectiveness of the new content in order to constantly find the best formulas to reach our audience.  The information gathered, the theme development and the content are valuable assets for the Woodrow Wilson National Fellowship Foundation.  The digital presence of the Foundation in the Hispanic market developed an continues to be a strong base for future Hispanic targeted campaigns.

THE RESULTS

• More than 100 major Hispanic websites and print media published our press release and wrote articles based on it.  All the publications linked to the new Hispanic targeted website (www.EducaWW.org)
• Univision and Telefutura (mayor Hispanic TV stations) featured our publication through TV announcements for a period of three weeks.
• An average of 35-45 phone calls and emails were received on a daily basis.
• The message quickly spread across the nation and even received inquiries from Puerto Rico, Mexico and Chile.
• The creation of digital assets, the use of a content marketing and optimization strategy  will have an ongoing visibility withing the Hispanic market.

The infinite uses and advantages of the Internet were introduced to the city of Quito with Grupo Parada by helping implement systems and web programs to control, monitor and evaluate projects and campaigns. One of the biggest challenges of FONSAL was the inability to access accurate information and have regular updates on the city’s projects.

THE  STRATEGY:

A web system was conducted as well as several complementary systems to conduct monitoring and control of projects; also, different works and management systems that allow control of all activities.

THE RESULTS:

When we began the institution had 20 daily users, by working through promoting culture to the citizens that number has increased to 2,000 daily visitors.

Grupo Parada created a visually appealing, technologically efficient and user-friendly website for Adventure Travel in Ecuador. Grupo Parada conducted a marketing campaign in the US to increase ROI, traffic and engagement. The portal rapidly experienced an increase in sales and visits.

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By using local media marketing targeted to spanish searches it´s been able to acquire new customers on a consistent basis.

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