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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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Natasha: Latina Entrepreneur of the Year

IMG_0320Natasha Pongonis of Nativa named “Entrepreneur of the Year” by Latina Style

“Land of the free, home of the brave,” will forever define immigrants who move our country forward. Yet freedom means nothing without brave people willing to put everything on the line for an idea, a belief and a dream. In today’s transforming American landscape, much like early in our country’s formation, the brave surface by their ability to lead. Leadership, now more than ever, is shaping the new America.

Natasha, a native Argentinean along with her business partner Eric Diaz, a second-generation Peruvian, are leading an agency that has become a great influencer and leader in the digital media multicultural marketing space.

“The key to staying relevant in this business is to be able to evolve with the market and to seize these new growth opportunities.” Pongonis said in a recent interview for the Columbus CEO magazine.

“Understanding how the Hispanic demographic advances and realizing how these changes affect digital conversations and the use of the many different platforms are key factors to ensure our success and that of our clients.”

Pongonis’ role in the Latino Startup Alliance and Hispanicize 2014: Latino Startup of the Year

One of …

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Nativa’s Co-Founders to Speak at the 2014 Social Media Week Miami Conference

smw-miamiFor the first time in Nativa’s history, co-founders Eric Diaz and Natasha Pongonis will speak at the popular Social Media Week Miami Conference, which will be held September 22-26, 2014 in the iconic city of Miami, Florida.

According to Social Media Week Miami’s website, the conference “provides the ideas, trends, insights and inspiration to help people and businesses understand how to achieve more in a hyper-connected world.”

This year, Eric’s session, The Untapped Opportunity With Hispanics and Social Media will focus on the struggles most brands are still experiencing and how businesses can best understand and capitalize on the fastest growing audience in the U.S.

Natasha will bring years of social media analytics and data measuring experience to her session, Social Analytics: The Key for Social ROI Success. Conference goers will learn how to leverage the wealth of social data now available through social media analytics tools to make better marketing and business decisions.

Natasha’s session starts at 4 pm on Thursday, September 25, and Eric’s at 3 pm on Friday, September 26.

Don’t miss this incredible conference. To register and get special pass deals for social Media Week Miami, please visit, www.socialmediaweek.org/miami/attend.

 

ABOUT NATIVA

Nativa is …

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Collectivo – Filling the Hispanic Marketing Education Void in the Phoenix Valley

The Kickoff Event

This Wednesday night was the inaugural event for a new Phoenix area Hispanic marketing networking group named Collectivo.  Nativa has been active in supporting the new group by providing sponsorship for their first two events.

Attendees

Attendance was excellent at the first event; there was approximately 70 people who came to see what the discussion about the new Hispanic marketing group was all about.  The Office Pile coworking space venue was perfect for the event as it allowed people to freely grab an adult beverage and find someone new to converse with in this open environment.

 

Networking

There was great networking to be had at the Collectivo inaugural event.  A diverse crew assembled with a mix of people from all types of professions such as marketing agencies including Santy and Lane Terralever, web agencies like User 10 and Breeze Advantage, and Hispanic marketing professionals from numerous big valley brands and organizations such as …

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2014 Ohio’s Hispanic Heritage Month Celebration

Nativa’s Natasha Pongonis Announced as Keynote Speaker

Hispanic Heritage Month

 

Columbus, OH – All of us at Nativa are beyond excited and proud of our very own, Natasha Pongonis, co-owner at Nativa, who will be the Keynote Speaker for The 2014 National Welcome Week and Hispanic Heritage Month Celebration hosted by the Mayor of Columbus, Ohio, Michael B. Coleman.

This Friday, September 19th at 11:30 a.m. at The Center for Workforce Development at Columbus State Community College, community and government leaders, as well as influential local and regional businesses will celebrate minority Hispanic businesses bringing “positive economic impact” to the city of Columbus and state of Ohio, as well as our nation.

On this day, Mayor Michael B. Coleman, will address how “New American populations contribute cultural richness and increase the economic growth and development of the city.”

New census data shows a 9% increase of Hispanic population in Ohio since 2010 and that Hispanics now represent an estimated 3.4 percent of Ohio’s population. In 2012, Ohio’s Latino buying power totaled $8.2 billion, which was an increase of 432 percent since 1990.

This is important to us at Nativa because we haven’t just been leaders of this movement locally, but …

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Hispanic Marketers Perspective: 2014 National Conference on Health Communication, Marketing and Media

Natasha Pongonis presenting at the 8th annual CDC National Conference on Health Communication.

My First CDC Conference

Last week I attended the 8th annual CDC National Conference on Health Communication, Marketing and Media. I was invited to represent Nativa about our work engaging influential Latina mommy bloggers about the importance of flu vaccination.  Specifically I was to discuss Nativa’s work in partnership with the HMA agency during the annual National Immunization Week (NIVW).

This year’s main topic for the CDC health communication conference was storytelling; how to create and deliver compelling stories while educating and informing the audience about Health topics and changing behavior. This particular theme, is perfectly aligned with our Latino blogger outreach strategy where each blogger is encouraged to tell a personal story related to the importance of flu immunization.

Natasha Pongonis, a featured guest on one of the CDC health panels.

Nativa Marketers Are No Rookies

Each year, the Nativa team attends several marketing/communications conferences and summits nationwide. This was my first experience at a conference organized by the CDC and I look forward to attending again next year!  Here, I had the opportunity to speak and exchange insights with government professionals that live and …

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Case Study: Castrol Motor Oil (Hispanic Facebook Marketing Social Media Outreach)

Castrol knew the importance of soccer to their fans, and offered Ronaldo's biography on their Facebook page.

Castrol Motor Oil, knowing Hispanics affinity for soccer capitalized with a sponsorship of Christiano Ronaldo, one of the best  players in the game to bring awareness to their brand on all channels including Facebook and Twitter.

Brief

The Nativa team was assigned with the creation and management of a Castrol Motor Oil social media platform for Spanish speaking US Hispanics. Through surveys and point of sale data, we knew that Hispanics were interested in soccer as well as maintaining their existing vehicles for an extended period of time exceeding that of the general market. It was up to Nativa to strategize the best way to communicate with these potential fans and customers through social media.

Castrol Motor Oil, through Hispanic Facebook marketing was able to engage their fans with fun activities such as giving away soccer game tickets through their Facebook page.

Approach

Our team researched the optimal method to organically grow the Castrol social media platforms as a hub for US Hispanic soccer and car enthusiasts through Hispanic Facebook marketing. As Castrol is a sponsor of Major League Soccer (MLS), the US Men’s National Soccer Team and the Mexican Men’s National Soccer Team, we created and maintained a 60 …

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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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