Al Exito TV

Challenge: Recognizing that the fastest-growing minority group in the country has astonishing purchasing power, the customer would like to develop a mass media Hispanic marketing campaign. The elements include weekly television and radio media, in-store support, and program sponsors. The client needs a dedicated resource with a specialized skill set to ensure that the plan is carried out on time and within the allotted budget.

Solution: Santa Fe Communications proposes a self-produced and branded television variety program to operate as the communications medium. The program will work in conjunction with specially designed in-store events and collaterals that support the brand message, product placement, and talent endorsement seen on the show. The proposal is a turnkey solution that presents an opportunity for the client to access nontraditional resources to partner in the project.

Results: To date, more than 100 one-hour television episodes have been broadcast, each containing four or more sponsor segments that feature top entertainment talent and supported by weekly drive-to-retail in-store programs. A review of the first year's results indicates that more than 1.5 million new transactions were made at targeted stores.