By: Victoria Bitzer
Hispanics are inarguably, the fastest growing population in the United States. Among the growing needs of this group includes gateways to higher education and professional advancement. Not to mention that today, possibly more than ever, employers value bilingual professionals and particularly Spanish speakers. A candidate who brings this skill proficiency to the table is often a hire – and a keeper.
Grasping these opportunities, the Puerto Rico-based Sistema Universitario Ana G. Méndez (SUAGM) has spearheaded a new dual language education model and opened various university campuses throughout the U.S. With decades of experience in education, it has successfully tapped into eager communities in Puerto Rico, Florida, Colorado, and now the Washington, D.C. metropolitan area.
In order to introduce the new campus to the Washington, D.C. community, TMNcorp was hired to develop creative concepts that would brand the new campus, pique community interest in the campus, and develop supporting materials for inauguration day.
Crunch time…
Within a few weeks, TMN staff developed:
- A 30 second commercial in Spanish that is now airing on Univision and Telemundo
- A 30 second radio spot heard through Spanish-language radio stations in the D.C. area such as El Zol, La Nueva, and La Romantica
- Two print ads that were featured in El Tiempo Latino, Washington Hispanic, El Pregonero, and El Comercio
- Online ads that are currently being featured on local Univision and Telemundo (HolaCiudad.com) websites
- Outdoor bus shelter ads placed throughout Montgomery County
- Student information packets with print materials in English and Spanish
Ribbon cutting…
On November 16, 2011, SUAGM held a ribbon cutting ceremony at its new campus. To mark the event, which was attended by more than 100 people, a proclamation was read on behalf of Congressman Christopher Van Hollen and remarks were given by the Honarable Alexander Sánchez, the Honorable Isiah Leggett, the Honorable Valerie Ervin, and the Honorable Nancy Navarro.
In addition to supporting the launch event and developing materials, TMN’s staff was also able to obtain several ‘value-added’ opportunities to help promote the University. These included a two minute video vignette aired during the Despierta América program commercial break, radio remotes by El Zol, La Nueva and Romantica 900, and online opportunities such as a feature in Telemundo’s newsletter.
To learn more about SUAGM and the degree programs that will be offered at the Wheaton campus beginning in the spring of 2012, please visit: www.suagm.edu/maryland.