The Essence
For over three decades, Loisaida, Inc. has established itself as a successful Latino-based cultural and community development organization in downtown Manhattan, with award-winning innovative programs in education, arts, culture and community development.
Our objective was to bring attention to the Loisaida Festival while establishing concrete communication systems to better define, target, and cater to their communities. Through a solid media outreach and community outreach program we planned to reach out to the LES and Latino communities throughout NYC, all the while increasing visibility to the festival.
The Approach
We set to do this through a two-pronged approach that targeted media and directly engaged with the community. Between the months of February and June 30, 2015, a team of consultants assessed our current media outreach and communications practices, developed and implemented a series of new strategies and tactics to achieve these goals. Some of the highlights from the process included developing a more refined and targeted approach for reaching out to the media and our community; conducting a series of pilot focus groups and establishing strategic partnerships with organizations such as Cornell University, the Museo del Barrio, the Bronx Museum, the School of Poetic Arts, and the Flux Theater Ensemble. By leveraging these initial recommendations, Loisaida Inc. exceeded its initial goal of increasing media and social media exposure by 30%; and increased guests at our Center by over 50%.
RESULTS.
The New York Times
El Diario
Lower Manhattan Cultural Council
NY1 Noticias
Latino Rebels
Bronx Net
PR Institute For Development of the Arts
Remezcla
La Respuesta
Time Out New York
Bedford & Bowery
GayLetter
Impacto
Sofrito Magazine
Sofrito For Your Soul
Lower East Side
Manhattan Times
Noisey
