The Strategy

Comcast’s goal was to be embraced as the provider of choice for the entertainment and communications needs of the Latino community by delivering compelling products, improving value perceptions and communicating with passion and relevance.

I was able to translate 2010 Census Data into an actionable, Latino Strategy for Comcast’s NE Division that consistently outperformed mass market Acquisition and Upsell efforts, and earned Emmy Nominations and national industry awards.

The crux of the strategy was to evolve Comcast from the conventional marketing styles and morph from “in language” to “in culture” – adjusting marketing strategies to the values, beliefs, attitudes, and practices of our target.

In additional to traditional integrated marketing efforts, we would place more energy on bridge-building with community leaders and other organizations in the community.

The Execution

Define both the brand and product mix at an emotional and experiential level. Utilize an integrated media mix that included broadcast, radio, print, DM, outdoor, online/interactive and grassroots events.

Build relevance in consumers minds that map back to the Comcast brand and combined strong call-to-action with product relevance.

Awards/Honors

Integrated Marketing Campaign