UnidosUS

The Challenge

UnidosUS is the largest Latino civil rights and advocacy organization in the country. They needed help strengthening their internal marketing and communications teams, elevating leaders’ profiles, and guiding media strategy across all platforms, all of which served their larger goal of impacting policy and eliminating barriers for Latinos.

Our Role

GPS worked side-by-side with policy experts in the organization and served in-house as the earned media communications team, pitching and securing coverage across print, TV, digital, radio and new media. This included running media operations for UnidosUS’ national conference for consecutive years, and featuring guests such as Dr. Jill Biden and Vice President Kamala Harris.

Our Approach

GPS worked as an in-house media relations lead advisor with the marketing communications team and policy team. Our goal was to build UnidosUS brand and spread their message through an earned media strategy across both legacy and new media, which included elevating the profiles of key UnidosUS voices, managing all incoming media requests and proactive media pitches, and providing strategic planning and counsel around UnidosUS’s programmatic, policy, and advocacy work.

Results

• Secured placements in both national publications, such as The New York Times, The Los Angeles Times, and USA Today as well as in Spanish-language and regional publications that would reach the client’s specific target audience, such as Univision and Telemundo Austin.
• Spearheaded communications work around UnidosUS’ civic engagement partnership with Mi Familia Vota.
• More than 16k touchpoints with media including pitches, interview set-up, press releases, and media advisory distribution.
• 1,504 Unique articles with a $13.98 M average ultimate media value.
• Garnered widespread media attention for major events, such as UnidosUS’ annual national conference.

Outcome

Raised the client’s national profile while also reaching a specific target audience; bilingual, cross-cultural earned media coverage; and holistic communications support from small details to big picture.