Comcast was rolling out in the Colorado market its new Internet Essentials service, which offers low-cost Internet service to low-income families to help bridge the digital divide. Comcast wanted aggressive media outreach in Colorado, including Spanish-language outlets, to spread the news about the initiative.
Tapping into SE2 Multicultural Specialist Abraham Morales’s knowledge of and relations with local Hispanic media, SE2 crafted a comprehensive plan to reach English- and Spanish-language outlets. Activities included contacting key media outlets well before the event, transcreation of the media kit into Spanish, and serving as a Spanish-speaking spokesperson for the program.
Internet Essentials' launch event was covered by all three Spanish-language TV stations. Univision, the local ratings leader with an average of 97,600 viewers for its two daily newscasts (ranked third among all local newscasts), led its 5 and 10 p.m. newscasts with the story. The story also was covered by six Hispanic newspapers, in both print editions and their websites. Abraham served not only as the liaison to Hispanic media but also as a credible spokesperson for the program. Abraham was featured in five live radio interviews and a two-minute interview on Univision’s local morning show.