Nativa Capabilities
Multicultural Marketing Agency
About Nativa
Nativa is a cultural and data-driven communication agency that focuses on using data insights to guide the development of integrated communications strategies, content marketing, and advertising.
Company Information
Company Name: Nativa, Inc.
Company Offices: Columbus, OH - Phoenix, AZ
Company Web URL: www.thenativa.com
Certification Status: SBA 8(a), SDB, GSA MAS, GSA STARS III, Association of National Advertisers (ANA) Diverse Supplier Certified
Point of Contact (POC): Natasha Pongonis, Partner
Front Office: (650) 530 - 6508
POC Email Address: [email protected]
Key Differentiators
- Niche focus in multicultural segment strategy
- Network of 10,000 (and growing daily) multicultural influencers whom we have worked with for clients
- Social listening technology to deliver faster, more accurate research, lead generation/ acquisition and measurement
- Diverse, bilingual and bicultural team
- Marketing expertise in diverse segment strategy & development
- Dedicated project management team to streamline communication and project deliverables
- Active clients in many diverse product categories and industries
Core Competencies
Data-Driven Insights
Our proprietary software OYE! provides insights derived from online conversations regarding competitors and the industry
Marketing Strategy
Setting the right strategy in place from the beginning will deliver the highest level of results (Marketing Strategy Playbook)
Media & Outreach
Meet your audience where they are. Engage, inform and influence behavior change among specific groups
Influencer Management
Top influencers in the industry, ranked by engagement rate and follower count, provide awareness through their networks
Social Media Marketing
Full-service social media management services with high-quality culturally relevant content and daily monitoring activities
Advertising
Placement of ads on networks such as Facebook, Google, and Instagram. iHeart Radio that targets your consumer
E-mail Marketing
E-mail marketing and a drip funnel are excellent tactics to re-engage users. Landing pages, curated content, and automated email sequences
Print Collateral
collateral materials (flyers, brochures, posters, banners, etc.) will be directly tied to, and aligned with, the communications plan
Translation
Intelligent translation and transcreation of materials in a manner that is culturally relevant
Video Content Creation
Influencers and Ambassadors will provide organic video content. Additionally, Nativa can create a highly engaging video for social media
Thought Leadership
Put ideas into action. Hire our industry thought leaders to give your team a multicultural edge for your next project or pitch
Award-Winning Agency
Awards & Recognition
- 2022 Spectrum Award, Multicultural Marketing, American Marketing Association
- 2022 Women of Color Grant Award, Goldman Sachs and Tori Burch Foundation
- 2021 Spectrum Award, Multicultural Marketing, American Marketing Association
- 2020 BizTech Award, O.Y.E. Business Intelligence, Minority-Owned Business of the Year
- 2019 Small Business Award, Phoenix Business Journal for OYE! Business Intelligence
- 2019 SXSW Diverse Founders Panelist - Selection by Southwest Airlines
- 2019 CES Key Online Multicultural Leaders - Selection by Southwest Airlines
- 2018 Open Data Science Conference, Featured Speaker
- 2017 Spectrum Award, - American Marketing Association
- 2017 Startup Street Pitch Winner for OYE Intelligence software
- 2016 USHCC BizPitch Winner for OYE Intelligence software
- 2016 Women in Business Leadership Award - USHCC
- 2016 Congressional Recognition, Women Welding the Way
- 2016 Latino Entrepreneur Leaders Program – Stanford Graduate School of Business
- 2015 Honorable Mention - Enterprising Women of the Year
- 2014 Entrepreneur of the Year - Latina Style Magazine
- 2014 Women’s Entrepreneurship in the Americas - U.S. State Department Civic Society
The Core
Team
Natasha Pongonis
Partner and co-owner of Nativa
Natasha is a social media and business communication expert with extensive international marketing experience. Being fluent in four languages – English, Spanish, French & Italian – enables her to reach and connect with a diverse digital audience across the globe. A native of Argentina, she has worked with companies in Europe, North and South America developing a strong sense of understanding companies’ needs. Her most recent endeavor includes the design, creation and implementation of our online social listening software OYE! Business Intelligence. Natasha was named one of the History Makers by Columbus State Community College, Entrepreneur of the Year by Latina Style Magazine and last year participated at a round table of business women at the White House as the only female entrepreneur from the Midwest.
We are digital Latinos. We live and speak the culture. We are Hispanic. We reside in highly multicultural areas of the top markets across the country. We are fully bilingual and diverse. Some of us prefer English. But we ALL know the Hispanic culture through living it, not from reading about it.
Eric Diaz
Partner and co-owner of Nativa
Eric leads the team by focusing on the needs of the client to deliver the best long-term solution through his creative team. He credits his years working across continents for the corporate giant Staples, Inc. as the guiding path to his strong project management ability. To stay on top of the newest trends in multicultural marketing, Eric attends and speaks at industry conferences, researches best practices and industry trends, and discusses the newest wrinkles in marketing, advertising, and digital strategies. In the last 12 months alone, Eric was awarded the Small Business Award from the Business Journal as well as being asked to speak at SXSW as part of the Diverse Founders Forum and being recognized as a Key Online Multicultural Leaders at CES (Consumer Electronics Show).
We don't use Hector from accounting to create multicultural content. Relevant multicultural marketing requires recreating general market campaigns so that they will resonate with a multicultural audience. Multicultural marketing veterans know that multicultural casting is NOT multicultural marketing. A good team will take the time to fully understand the general market campaign before producing an equally engaging campaign for the multicultural audience.
Cyndinette Soto
Strategic Adviser - Media Planner/Buyer
Cyndinette is responsible for developing a trusted advisory relationship with accounts and liaise between clients and cross-functional internal teams to ensure the successful delivery of solutions per client needs. She has over 10 years of experience in communications, marketing and the hospitality field. She studied Advertising and Public Relations and obtained her MBA in International Business and has strong writing and editing communication skills. Cyndinette has led projects for Kroger, Big Lots and Columbus City Schools among others.
Gabriela Galeano
Account Manager
Gabriela is responsible for developing a trusted advisory relationship with accounts and liaising between clients and cross-functional internal teams to ensure the successful delivery of solutions per client needs. She graduated from Arizona State University with a major in Management from the W.P. Carey School of Business. She has work experience in Latin American businesses and assists in new business development, social media management, and communications with Hispanic audiences.
Jake Bova
Digital Creative
Jake joined Nativa in 2019 and brings to the team a strong experience in social media management and online marketing, video creation and he's a guru of digital advertising. Jake leads multiple creative projects and campaigns while simultaneously overseeing film and photo shoots for the Ohio Army National Guard. Jake is an expert with Adobe Creative Suite and is a graduate of the prestigious Columbus College of Art & Design school (CCAD).
David Byrd
Web & App Designer
David has more than 6 years of experience helping brands, businesses, and their products develop purpose-driven design and marketing solutions that help influence and affect the emotions, views, and actions of their customers across digital and traditional spaces. In 2014, David won the Silver Horizon Interactive Award. David’s role within our client's campaigns is to strategize marketing efforts to maximize audience reach. His depth of experience brings a unique business perspective to the table.
Josh Jarukaruta
Data Analyst
Joshua, a graduate of Arizona State University, utilizes his analysis expertise to produce reports on campaign performance and trending topics and brands using Nativa’s O.Y.E. social listening software. He has analyzed a wide variety of topics including social movements, political races, retail brands, and entertainment companies, and discusses insights developed by his short studies in the Nativa Podcasts. Additionally, Josh employs Adobe Creative Suite to create original social media posts and manages their performance to maximize engagement with target audiences.
Featured Clients
Trusted by Leading Brands & Government Agencies
Centers for Disease Control and Prevention (CDC) – Spanish Social Media Management, National Immunization Awareness, Digital and Mobile Ads, Latina Moms Influencer Outreach
AIDS/HIV Reasons Campaign - Latino Ambassador Outreach
Henkel Corp, Schwarzkopf and göt2b - Cultural Influencer Campaign (Hispanic, Black, and L.G.B.T.Q.I.A.+), Spanish Website, Spanish Social Media Managment & Digital Ads
Kroger Pharmacy – Geofencing Advertising
Arizona State University – Spanish/English Graphic design and Geofencing Advertising
MassMutual Hispanic Strategy – Data Analytics among Hispanics
CarMax – Spanish Web Development and UI Recommendations
Fox Broadcasting - Cultural Data Analytics
Castrol Motor Oil - Spanish Social Media Management, USMNT, and Mexico National Soccer sponsorship
National Influenza Vaccination Disparities Partnership (NIVDP) - Communication Management Among Underserved Populations (African Americans, Hispanics, and American Indians/Alaska Natives)
Ohio Army National Guard – Digital Communications & Recruitment
Please visit our website to view more https://thenativa.com/our-work/
Case Studies
Lifeline of Ohio (Non-Profit Hispanic Outreach)
The Challenge
This non-profit organization that drives organ and tissue donation in the Midwest came to us for our expertise in placing their organization correctly to appeal to and inform the central Ohio Hispanic market. Among other client goals, we were tasked with facilitating local relationships for media support as well as ongoing promotion on Spanish digital channels.
Our Approach
The first task for the Nativa team was to trans-create the slogan “Heroes On and Off the Field” into the best Spanish translation that would carry an emotional connection with the Hispanic soccer fan. Our work included market research to promote exclusive merchandise giveaways while raising awareness and educating Hispanics about the importance of organ and tissue donation. The Nativa team also participated in live soccer events to engage Latino Major League Soccer (MLS) and Columbus Crew soccer fans as well as promoted participation through targeted paid advertising.
Results
Based on the strategy implemented, Lifeline of Ohio established a large increase in their database of Spanish speaking supporters and followers on digital channels. Additionally, the organization saw an increase in the awareness and number of donor signups among the Hispanic community in central Ohio. Finally, Nativa's outreach and media management also facilitated a partnership with the Columbus Crew and player Bernardo Añor, a tissue recipient from the Crew soccer team.
Brand & Industry Insights, Hispanic Market
The Challenge
MassMutual had a problem not unique to many brands in their respective industries. They, in an environment with well-known competitors with deep marketing budgets such as State Farm, Allstate, New York Life, and MetLife, were competing with giants.
The Fortune 100 firm knew the Hispanic market was important to their long term strategy, however, how do you do reach this audience when your competition is already so far ahead?
Our Approach
MassMutual decided to begin with strategic research, and they would rely on insights from Nativa’s technology platform, OYE!, to help them by learning from what works and didn't work for their peer brands as well as their own independent life insurance agents marketing efforts to engage the Hispanic audience. They also wanted to know what demographics of Hispanics tended to discuss life insurance needs. Nativa was engaged to help win this industry analysis and continues to provide insights and recommendations on a monthly basis.
Results
The client wisely began with a one-year research study to understand the Hispanic insurance conversation and set a baseline from which ongoing conversation could be measured. Due to this, the MassMutual brand has been able to effectively track and learn from the Hispanic conversation on a monthly basis so that they can quickly react to what campaigns are working as well as provide feedback to their independent agents in the field.
Online Listening
Henkel Corp. Challenge
Henkel Consumer Goods, Inc. (Henkel) came to Nativa, their Hispanic Agency of Record, to establish a Hispanic marketing strategy for several of their best-selling brands including Dial, Gliss, göt2b, Renuzit, Schwarzkopf, and Tone Soap. Henkel has a long and successful tenure marketing consumer packaged goods (CPG’s) and recognized that a strong commitment to the Hispanic community is important to the manufacturer’s continued growth and success. The Global 2000 enterprise wanted to avoid the typical Hispanic marketing missteps that other brands commonly commit such as taking the “put a sombrero on it” approach or assuming that all Hispanics speak Spanish.
Our Approach
OYE! technology, which is a proprietary social listening platform offered through the Nativa agency, was used to set a benchmark at project kickoff so that each brand could find where they currently stood in regards to online conversation among Latino consumers. These same parameters monitor Hispanic online conversation daily to see how Henkel Hispanic marketing activities influence over-arching goals including share of voice (SOV), sentiment and more.
Results
Due to the marketing efforts, Hispanic consumers are able to easily find and engage with each brand, regardless of the language they speak. With efficiency in mind, it was determined that there was no need to create a separate Spanish language social channel for most brands as Hispanics could be effectively targeted using the existing general market channels. Content, including dark posts on a monthly basis, have been shared/liked heavily at significantly lower costs compared to similar general market campaigns.
Ohio Air National Guard -Digital Ads Management
The Challenge
Ohio Air Nation Guard (OHANG) approached Nativa for help trying to break into the audience of 18 - 24 year-old females as well as 18 -24 year-old African American males using Youtube and iHeartRadio as platforms.
Our Approach
Nativa had conversations with multiple vendors, sharing the goals set by our clients, to create a plan to best achieve the goal. We monitored social media daily to be able to make any changes we see would fit. Using budgeting practices to get the best value for our Rate of Engagement (ROI).
Results
For OHANG's YouTube campaign, Nativa delivered over 4.7 million views for the year, exceeding the goal by x12. Nativa was able to drop the cost per view dramatically to a $0.03 average over the life of the campaign, significantly less than the expected $0.40.
While the iHeartRadio held two campaigns, the first gained over 14 million impressions while the second gained over 3.5 million impressions. The iHeartRadio campaign also gained an additional 18 million impressions that were unpaid since they were not part of the target demographic.
Army National Guard – Digital Ads Management
The Challenge
The Ohio Army National Guard (OHARNG) enlisted Nativa to help bolster recruiting and retention efforts through the strategic use of social media, paid digital advertising, specialized content creation and direct prospect engagement. Other objectives included expanding OHARNG’s digital reach, enhancing audience engagement and differentiating the organization from other branches of military service in the social space.
Our Approach
Nativa’s team leads digital communication outreach for the Ohio Army National Guard on site working with DoD employees. First, Nativa conducted a thorough audit analysis of OHARNG’s existing social media efforts and designed a detailed organic social strategy to be deployed across all platforms. This included the creation of a 90 day content calendar and the re-branding of social media accounts while crystallizing OHARNG’s recruiting message around the owned keyword #IGuardOhio and the corresponding vanity URL, www.IGuardOhio.com.
Results
Nativa proceeded to analyze OHARNG’s primary audience demographics, created a prospect profile to be used in a targeted social ad campaign, and assigned a budget of $30,000 for this effort. Video, carousel and image ads were created and placed on Instagram, Facebook and YouTube, with top-performing organic posts receiving promotional boosts each week.
Spanish Integrated Marketing
Big Lots Challenge:
Big Lots approached the Nativa team with the goal of increasing sales and building online awareness of the Fortune 500 retailer within the U.S. Hispanic market. The plan was to manage an integrated digital marketing campaign, including monitoring online conversations via social media for better understanding of the Hispanic market, identifying Latino bloggers who can promote Big Lots by sharing their shopping experience and improving overall engagement for the brand through social media channels.
Our Approach:
Nativa used marketing strategies and sophisticated online listening tools to closely build Big Lots’ Hispanic market. Nativa is responsible for the Big Lots Latino website, social media page management and to provide copywriting, translation and graphic design services for the retailer.
Results:
Based on the marketing data insights and observations that Nativa found during the online listening process, the team makes recommendations to improve involvement between the online Hispanic community and Big Lots stores.
With a strong combination of social media marketing and promotional strategy, Nativa has positioned Big Lots as an excellent option for shopping among Hispanics in the U.S. and has achieved high engagement with this market. Big Lots Latino maintains a fan base of well over 100,000 dedicated fans/followers to share the message of savings at Big Lots every day.
Surprise & Delight
In July 2015, Henkel Corp. (Henkel) came to Nativa to assist in development of a robust Hispanic marketing strategy for several of their hair brands including Schwarzkopf, göt2b and GLISS. The Global 2000 company wanted to avoid the typical Hispanic marketing campaign. Instead, the savvy firm insisted on a data-focused, authentic campaign to engage consumers in a meaningful way.
Nativa utilized its proprietary software OYE! to track daily Hispanic influencer interactions. The OYE! platform listened in English, Spanish, and Spanglish through Instagram and Twitter to find opportunities to surprise and delight influential nationwide Latinos who took to social media to mention having a bad hair day, being bored with their hair, or having any general hair issue. This allowed the two brands to have a chance to brighten these consumers’ days by sending them a branded care package full of product and fun ideas for Schwarzkopf/göt2b/GLISS inspired styles.
RESULTS
In the first 60 days of the program, over 100 user-generated content (UGC) posts were created by Henkel fans, accounting for 27,000+ engagements and 150,000+ total possible impressions.
- 1.Content posts: 49% of all social media users that received branded care packages created organic posts for the brand.
- 2.Multiple postings: Consumers posted numerous times, leading to an average of 1.5 posts per care package.
- 3.Videos: Among all engaged fans, one user generated Instagram video post from a 19-year-old aspiring singer / college student from California (top right) generated over 30,000 engagements on its own highlighting the unique campaign
Market Research on Frozen Food Products
The Challenge
FUD approached OYE! to provide in-depth market research and insights from three data-sets including;
Real-time data analytics
Comparative historical insights
Competitor analysis.
The main goal was to learn how people on social media feel about frozen food brands to provide FUD with recommendations for future campaigns targeting Hispanics.
Our Approach
OYE!, a proprietary social listening platform, first was used to set benchmarks at project kickoff measuring share of voice, sentiment, and more. The OYE! platform was also used to monitor online conversations and see what people talked about regarding frozen food products.
Frozen food brands were split into categories such as American Meals, Meats & Sausages, Mexican Meals in order to get a broad scope around multiple types of frozen food products across the industry. Our solution listened to English, Spanish, and Spanglish on Instagram, Twitter, YouTube, and other online channels in order to capture online conversations regarding frozen food products. The tool analyzed various topics including gender, language, sentiment, and more in order to get a better understanding of people’s views on frozen foods.
Results
The OYE! solution was able to provide insights to all of FUD’s questions about frozen food products. From the analysis, we found that the most common topics when people mentioned frozen foods online were convenience, taste, temperature, nutrition, being called not real food, and being known as lazy food. It was also found that college was where people mostly ate frozen food products at but work environments were close second due to the convenience of frozen foods.
The analysis also revealed that people between the ages of 25-34 were the most active when posting about frozen foods. 18-20 typically post about frozen foods explaining that they were what was available at home or their parents bought them frozen foods. Above the age of 21, people posted that they themselves went out to purchase frozen foods whether it was for college, work, or simply because they did not have enough time and wanted something convenient. With these insights FUD received a better understanding of how to structure their marketing strategies of frozen foods to their consumers.
Online Listening
P&G Challenge
P&G’s Charmin toilet paper approached Nativa with the goal to find out how Hispanics felt about their product and the Enjoy the Go advertising campaign. The plan was to monitor online conversations via social media, websites, and forums to measure Hispanic sentiment toward the Charmin brand. Based on the marketing data insights and observations that were found during the online listening process, the Nativa team made recommendations to improve involvement between the online Hispanic community and the Charmin brand.
Our Approach
Over a 6-month period, the Nativa team used sophisticated online listening tools to closely monitor all relevant online conversations surrounding the Charmin brand among Hispanics. Among other marketing data the Nativa team tracked were volume, sentiment, social channels and conversation drivers. Reports were compiled on a monthly basis to provide key insights to the Charmin team on the Hispanic audience and were supported by recommendations from Nativa.
Results
Based on the volume and sentiment of online conversations in Spanish and Spanglish, Nativa found that the Hispanic community had a much stronger affinity toward the Charmin bears than the general population. The Charmin bears had in fact become a part of Hispanic daily life and online conversation. Nativa found that online Hispanics often used the term abrazos Charmin (Charmin hugs) in conversation to refer to a big hug. Teenage girls were so fond of the brand that they even were discovered referring to their boyfriends as their osito Charmin (little Charmin bear)! Through online listening, Charmin learned that there was a significant difference between how the Hispanic market and the general market felt about their brand and their most recent ad campaign. Charmin was impressed with the data insights into the deep connection between the brand and the Hispanic community and these insights were used to influence future Hispanic marketing communications
Our Sunday Visitor - Social Listening
The Challenge
In most states, the government banned churches and other collections of more than 10 people after the spread of Covid-19. Our Sunday Visitor (OSV) approached Nativa for help trying to understand how the trend of churchgoers has shifted during the Pandemic. Their goal was to understand online trends relating to the church so that they may break through to the new industry of virtual church and reach the minority audience.
Our Approach
OYE! technology, which is a proprietary social listening platform offered through the Nativa agency was used to monitor online conversations, and social trends relating to conversations from people who mention their intent to "go to church". We monitored over 1,000,000 conversations from various social media channels such as Twitter, Facebook, Youtube, forums, blogs, and more.
Results
Using the report generated from the social listening platform, we were able to create suggestions for OSV, such as to create a system for moving mass and other operations online, because virtual mass went from being an occasional mention to a top 5 topic of discussion as the Coronavirus pandemic set in.
We also pushed to allow contributors to make donations to the Church via digital applications such as Venmo, CashApp, and PayPal. We also noticed negative conversations relating to how Churches may mismanage or misuse their donations, so being transparent with the donations was another goal for OSV. Specifically showing how donations are improving the lives of diverse citizens in U.S. cities will provide tangible evidence of how supporting the Catholic church supports everyone.
Internal Data Analytics
The Challenge
Columbus Airports had a problem not unique in their industry. In a world of options for obtaining customer feedback, they had a plethora of data, but no concise way to clearly evaluate how they were performing as a company. With data coming from a variety of sources such as JD Power, the American Society for Quality (ASQ), social media direct messages, and email consults, they needed a holistic approach to view data about their performance in the opinion of the general public. They approached O.Y.E. to provide a resolution for this challenge.
Our Approach
O.Y.E. created a dashboard that provides a holistic overview of customer experience scores and commentaries in order to identify trends positively and negatively impacting the customer experience.
This dashboard included:
Topic analysis of all categories (i.e. transportation, security, airlines, etc) that drive customer inquiries across all channels
Subcategory identification to show top conversation drivers for individual categories such as Security, Transportation, etc.
Sentiment analysis of each topic of conversation
Summary of 5 years of ASQ and JD Power Survey results
Results
By providing Columbus Airports with this custom dashboard, our client was able to clearly identify opportunity areas for improvement across their entire business.
Among insights provided to our client include:
General information about the Airport made up 33% of all customer inquiries, higher than Parking (26%) and TSA (16%) among all categories
Overall, sentiment was 63% positive. However, individual categories that showed the highest areas for improvement in customer sentiment included Services and Parking / Ground Transportation which had only 29% and 31% positive sentiment respectively
Among conversations regarding Parking / Ground Transportation, a key area for improvement was found to be parking shuttles which generated 72% negative sentiment and made up over one fifth of conversations in this category
Identification of upward trends in both JD Power and ASQ customer survey scores through 2019
Digital Strategy Playbook
The Challenge
Planned Parenthood Southwest Ohio (PPSWO) wanted to understand the brand's position among other Planned Parenthood chapters around the nation as well as compared to other family planning clinics in their region. Their goal was to grow their brand's awareness among BIPOC and LGBTQ+ consumers in the Ohio area and to develop an outreach plan that will further engage these hard-to-reach communities.
Our Approach
The Nativa team reviewed all current and previous PPSWO marketing materials, social media platforms, websites, and all other collaterals. Using our proprietary social listening software, O.Y.E., Nativa previed a robust online listening study of the industry. Nativa also reviewed online opinions & conversations, website reports, Google Analytics metrics, and compared PPSWO to their competitors and community partners which were successfully engaging these hard-to-reach audiences. These peers and competitors were analyzed and broken down in order to develop best practices for PPSWO to follow.
Above are examples of great-performing social media accounts that PPSWO will take inspiration from.
Results
A combination of quantitative and qualitative research was utilized to understand the market and opinions of those that PPSWO seeks to serve. Nativa delivered a detailed digital strategy playbook to give guidance to PPSWO addressing all aspects of their digital campaign including important components such as language usage and media placement. The digital strategy will be implemented in 2023 and is expected to expand engagement with both BIPOC and LGBTQ+ audiences greatly.
Social Media Launch & Management
The Challenge
Coolmath Games has a massive social following and online presence among the United States audience but was underperforming compared to their educational gaming competitors who had social media targeted towards the Latin American audience. Coolmath Games wanted to reach these users online in Latin America so that they can boost their usage and long-term advertising revenues in the continent.
Our Approach
In order to maximize reach, engagement, and brand awareness, Nativa followed a tailored approach based on the insights and guidelines which were developed from the Digital Strategy Playbook as well as Social Listening projects completed in the first phase of the project. Nativa launched a Spanish-language social media account targeting Latin America, @CoolMathJuegos, that shares the branding and content style established by the main page in the U.S. To ensure content is aligned with the brand, the Nativa team delivered a content calendar with a plan for 4-6 posts per week to Coolmath Games prior to the start of each month for client approval.
Above is a post on CoolmathJuegos that gained over 42,000 likes.
Results
Within the first two months of the campaign, the Coolmath Juegos social presence was able to reach a total of 2,908,894 users on Facebook and 1,876,648 users on Instagram. This was quite an impressive feat for an account that started with 0 followers and is targeting users within another continent.
Translations & Interpretations
The Challenge
Karna LLC was assisting the Centers for Disease Control and Prevention with the translations of training documents. Specifically, they needed to translate Covid-19 medical training and guideline documents from English to African French. For this task, the client needed both translators and interpreters to help the CDC translate the documents utilizing the distinct word choices and dialects present among the target community. Due to the sensitivity of these documents and the timeline that was created, the translators were required to have turnarounds as quick as 8 hours.
Our Approach
The Nativa team has an extensive network of translators from different backgrounds with a wide array of available languages. From this network, Nativa contracted those who came from African countries, were fluent in French and had experience with the medical field and terminology. Nativa also ensured the use of individuals who were also fluent in English and adept with technology for sessions where a virtual interpreter was required.
Pictured above is one of the infographics that was translated from English to African French.
Results
Nativa used a team of eight individuals for either translation or interpretation services. This team was active around the clock, including on weekends to ensure that they were able to satisfy the tight timelines set by Karna and the CDC. This was necessary as content would often be delivered on a Sunday night and would be required for a presentation the next morning. Nativa's translating team transcreated a total of 13,500 words of medical documents and translated 9 hours' worth of lectures for this important cause.
Digital Strategy Playbook
The Challenge
Paradise Valley Community College (PVCC) wanted to grow their brand's awareness among Hispanic students and increase their enrollment. They asked Nativa, a multicultural agency, to develop a strategic marketing plan to inform audiences of PVCC's presence and available services. This strategy would be focused on engaging hard-to-reach populations including; Hispanic communities and people of color, patrons who are best served in another language, and low-income families in the central Phoenix Valley.
Our Approach
The Nativa team reviewed all previous PVCC marketing materials, content, social media strategies, websites, and any other collateral provided. A key part of the research was using our proprietary social listening software, O.Y.E., to find out national Hispanic opinion on topics related to community colleges. Nativa also reviewed website reports, Google Analytics insights, and compared PVCC's approach to their competitors as well as other schools that were national leaders in Hispanic higher education. A total of 22 Colleges and Universities were examined and compared to PVCC to understand their strengths and shortcomings.
Among other services, Nativa provided a site visit to the PVCC campuses within the Phoenix Valley to gain a better understanding of the 'Student Journey'.
Results
Using a combination of quantitative and qualitative research to capture the voices of those that PVCC seeks to serve, Nativa delivered branded templates and a digital strategy playbook to assist with engagement and recruitment strategies going forward. The thorough 100+ page digital strategy has a focus on increasing Hispanic engagement and is expected to raise PVCC's Hispanic enrollment to over 33%.
Rate Card
Nativa provides either a fixed bid for projects or may bill at an hourly rate, as determined by the statement of work or client request. Please discuss with your account manager or send an inquiry to [email protected].
Contact Us
[email protected]
Online: www.thenativa.com I Phone: (650) 530-6508
Columbus, OH I Phoenix, AZ I Washington D.C. I Atlanta, GA