National Museum of the American Latino

Situation Analysis:
The National Museum of the American Latino Commission (NMALC) was 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. It was tasked with providing a report to Congress in the fall of 2010 on the possible creation of a museum in Washington, D.C. to pay tribute to the art, history and culture of Latinos in the United States.

Objective:
To develop and execute a public outreach campaign that would include logo design, website development, public forums, social media outreach, media relations, multi-media strategies, analysis of Latino demographics, and a Congressional report outlining its results.

Strategy:
Due an accelerated timeline, Balsera simultaneously developed the website, an overarching strategic message and a communications plan, while launching the first forum in Chicago, Il. The 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 to the Commission, its mission and goals and receiving input from interested parties that would be included in the report to Congress.

Results:
From March 26, 2010 - March 5, 2011 Balsera Communications generated over 270 hits and 55 million media impressions across print radio, television and digital media channels. Top placements included The Miami Herald, Diario las Americas, New York Times, CNN Espanol, Huff Post Voces, MSN Latino, NPR, and Yahoo!, among others. Additionally, the Commission garnered the support of high profile Hispanic civil organizations such as the National Council of la Raza, National Museum of Mexican Art, Hispanic Heritage Foundation, League of United Latin American Citizens and many more.

Case Studies