Case Study:

UnidosUS

GPS Influence partnered with UnidosUS, the largest Latino civil rights and advocacy organization in the United States, to review marketing and communications functions,  manage all annual conference media relations, and provide ongoing strategic communications and media relations support on a full-time basis. 

The situation: Marketing and Communications Review

GPS Influence was charged with reviewing UnidosUS’s Marketing and Communications department and making recommendations on strategy and execution across internal teams including media relations, digital marketing, and editorial. We worked hand-in-hand with UnidosUS to:

  • Clarify job titles and responsibilities to ensure alignment;
  • Determine if additional positions should be considered;
  • Ensure internal communications and processes are maximized across components.

GPS also executed a full-scale review of UnidosUS’s email program to provide insight into the organization’s key audiences. We created a heat map to show geographic distribution, dug into key media markets where recipients live, and broke down UnidosUS’s list into key categories to better understand the health of the list, GPS also:

  • Identified opportunities for UnidosUS to segment its email audience into strategic groups for ongoing education and advocacy to limit fatigue;
  • Offered recommendations around growing UnidosUS’s email audience in a strategic manner;
  • Pinpointed opportunities to layer larger paid media efforts for large campaigns and initiatives.

The situation: Annual Conference Media Relations 

GPS Influence led media relations and on-the-ground strategic communications support for UnidosUS’s Annual Conference with more than 1,500 attendees. We helped UnidosUS reach more than 13.5 million people through earned media, garnering more than 60 mentions in print, and on TV and radio. 

The situation: Ongoing Media Relations 

GPS Influence continues partnering with UnidosUS to provide full-time media relations support across print, TV, digital, radio, and podcasts — to reach intended audiences. We’ve worked to elevate the profile of UnidosUS’s President and CEO and other senior level executives, handled all incoming media requests and proactive media pitches, and we’ve provided strategic planning and counsel around UnidosUS’s programmatic, policy, and advocacy work.