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Nativa’s Advantage as the Digital Multicultural Agency in Phoenix

320467_10150930103302967_344719277_nPhoenix, AZ – For the past few years, when you speak about Phoenix, Arizona and multicultural (Hispanic) groups or markets – some people may have felt uneasy due to recent national media coverage.

For us at Nativa as a digital multicultural agency, we see hope, opportunity and values.

The reality is that Hispanics have been part of this area longer than our nation’s union. The cultural implications, understanding and influence simply can’t be denied.

That’s what inspired our co-founder, Eric Diaz, to make a huge move from Columbus, OH, and open a branch in the West Coast 4 years ago.

Over 6 years ago, Nativa (formally Social Media Spanish) was born digital as a humble web design and social media management company. As the web evolved and social media and culturally relevant content marketing rose in importance, we were able to adapt to those trends and start creating some of our own. This natural progression pushed us to become a true multicultural digital agency. (It just felt right!)

Numerous great multicultural agencies have been here in Phoenix for years before us. But most, if not all, started as traditional agencies doing traditional work (print, radio, TV, etc.).

Because digital is …

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ONE YEAR REBRAND ANNIVERSARY AS NATIVA Multicultural Communications ( Cheers to All! )

NATIVA LOGOColumbus, OH – In December 2013, we officially announced the birth of Nativa. Back then, we had one reason for the change – simplicity.

Today, we are beyond excited to be celebrating our first anniversary rebranded as the Nativa Multicultural Communications Agency.

And to keep our simplistic approach, we’re sharing our biggest lesson of the year, which has actually been a building block for all our businesses.

Innovation.

Now in our 7th year in business we continue to feel pride in how our team has been able to keep us, and our clients, innovating.

Here are some highlights for Nativa and team from 2014:

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Case Study: CDC Social Media Outreach (Facebook en espanol)

The Nativa team was able to provide relevant Spanish language content to reach out to the Hispanic community and increase awareness of health issues as such as the flu as shown above.

Brief

The Nativa team was assigned with the task of creating a Spanish language Facebook (Facebook en español) and Twitter page for the Hispanic audience for the government entity Centers for Disease Control and Prevention (CDC). The goal of the CDC in this project was to increase online reach among Hispanics, foster engagement with this group, and to be known as a provider of credible, science-based health to all Hispanics in the US.

 

 

 

 

Through interactive quizzes on social media such as the “Health Super Stars” campaign shown above, the Nativa team helped the CDC increase online reach among Hispanics by fostering engagement with the Hispanic market.

Approach

We researched internally and worked closely with the CDC social media team to develop direct and clear messages in Spanish based on three pillars; health promotion, prevention, and safety. Our long term strategy included the development of a 12 month calendar of content for all Hispanic social media pages. This content calendar was largely supported by an …

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CDC (Latino LGBT Research & Ambassador Outreach)

LGBT Advertising Agency

Above is a resource that can be found on the CDC LGBT Reasons website which can be used to create awareness of the importance of HIV testing for people of all sexual orientations.

Brief

The Centers for Disease Control and Prevention (CDC) in collaboration with FHI 360, reached out to the Nativa advertising agency to help them understand how LGBT Latino men seeking men (MSM) communicated on social platforms. In addition to this, the CDC needed to identify the tone of conversation and the reach of their current marketing efforts with the Reasons awareness campaign among Latino LGBT. Finally, the CDC wanted to identify the main opinion leaders in the Latino LGBT community in order to partner with them in promoting the importance of HIV testing and drive engagement to different community events.

Here we see a Latino Instagram user describing the importance of getting tested regardless of your orientation.

Approach

In order to fully capture the objectives of this project, the Nativa advertising agency used a wide range of automated and manual search tools to capture online conversations by Latino LGBT throughout different social platforms such as Facebook, Instagram, Twitter, YouTube and even Vine. The same tools were used …

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Q&A: With Pew Research Center’s Director of Hispanic Research – Part I

In early March I had the opportunity to travel to Washington DC; I enjoy visiting this vibrant city, walking alongside Richard Romanesque and Queen Ann homes next to modern office buildings and usually getting lost after leaving a metro station. During this trip I  met with some of our partner agencies to learn about their current work, visiting their expanded offices and strengthening our relationships. Each time that I travel for business I like to connect with professionals that are providing a significant contribution to better the understanding of the rich Hispanic culture in the U.S.  This trip, I had the privilege to meet in person and have a one-on-one interview with Mark Hugo Lopez, Director of Hispanic research at the Pew Research Center.

 

Pew Research Center, Hispanic population analysis.

Pew Research Center: Hispanic population analysis.

 

Mark’s job is to coordinate and direct the Pew Research Center’s Hispanic Trends Project and assist colleagues on any research that is related to Latinos that includes analyzing their attitudes, views of religion, politics and immigration reform. As a director he helps to shape the research program related to Latinos across the Pew Research Center.

 

Natasha (Nativa): How is a topic selected for research and what

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US Retailers’ Outreach to the Online Hispanic Retail Consumer

Hispanic Retail Marketing – SEARS/K-Mart Case Study

We hear and read daily about the increasing numbers of Hispanics in the United States.  The latest census results indicate Hispanics make up 16% of the US population and that this number will climb to 25% or higher by the year 2050[1].

Through our Facebook walls that sometimes resemble malls, we know that the retail industry is strategically using Social Media Forums to provide enhanced customer service, engagement and brand experience to their customers. Something that is clear regarding Social media best practices is that connecting, listening, and taking action are keys to success and the right path towards long term customer loyalty desired by all retailers.

How does this apply when Marketing to US Hispanics?

Sears outreach efforts at a Hispanic community event

To understand the fastest growing ethnic group in the US is not as simple as many may assume. Hispanics are a diverse group with deep roots in Latin traditions and are devoted family members. Hispanics are generally eager to be represented in all different aspects of American life, including being the center of marketing campaigns. As many recent studies show, Hispanics are active users of the internet, …

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