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Dominicanos USA
Latinovations/ Dewey Square Group
February 17, 2015
2015 Communications Plan

Overview
Latinovations is excited and prepared to build upon the progress of this past year by continuing
our engagement with a wide variety of local and national media outlets while bolstering
Dominicanos USAs position as a leading voter mobilization initiative. As the organization
introduces community issues as a step towards strengthening sustainable voter engagement,
Dominicanos USA can position itself as an authority on the collective priorities of DominicanAmericans in the U.S. We have identified in collaboration with DUSA senior staff, a number of
key steps Dominicanos USA must take in order to remain viable and relevant during a nonelection year and into the 2016 election cycle. Below please find our strategic recommendations
for ongoing engagement and expansion in 2015.
Revitalized Messaging
Our goal is to make Dominicanos USA the leading organization for Dominican-American civic
engagement, an example of ethnic voter-model innovation, and effective long standing political
empowerment as we continue to educate, register, and mobilize Dominican-Americans. Critical
to organizational growth is alignment between internal messaging from senior staff towards its
canvasser base, and at the organizational level between Dominicanos USA and the general public
through the media, word of mouth, and among its peer organizations.
Internal Communications
Expanded canvasser trainings to include consistent organizational messaging aligned with
media messages
Improved language and copy across canvasser training materials
Development of standard messaging in coordination with senior staff
External Communications
Improved copy on organizational marketing materials such as door knockers, flyers,
handouts, brochures etc.

Ensure usage of standard messaging handbook for all communications from Dominicanos
USA and its representatives

Leadership Development
Leadership development is a top-down process where the development of Dominicanos USAs
volunteer base coincides with senior leadership development. We believe that it will be crucial to
Dominicanos USAs long-term sustainability to make a concerted effort of fostering essential
qualities of leadership and knowledge about key issues among Dominicanos USAs young

canvasser base. This will be a critical first step for Dominicanos USAs plans to both establish
members as thought leaders and educating the community on certain issues. By beginning this
process with Dominicanos USAs own supporters and staff, we are ensuring that there is a solid
base of informed representatives prepared to go out into the community to discuss these issues
with stakeholders and community members.
Spokespersons Profiles
The successful execution of this phase of development will rely on careful coordination and
interaction with Dominicanos USA leaders to ensure Latinovations is helping them be best
prepared to be strong messengers for DUSA and the Dominican-American community. To
broaden and deepen relationships among community leaders, the media, and establish trust
among the potential voting public, it is critical to proactively raise the profile of Dominicanos
USA in ways that will resonate beyond traditional local audiences whom may have little to no
information, as well as preconceived notions or misinformation regarding the organization.
Because of the nuances of local level politics and community sensitivities, Latinovations will
work closely with senior staff to both elevate Eddie Cuestas and Natalia Rosas profiles while
deepening their existing local relationships.
Engagement of Dominican-American Elected Officials
Dominicanos USA has also begun the essential work of identifying elected officials and
organizations working in the respective boroughs and neighborhoods in New York and Rhode
Island that can potentially elevate Dominicanos USAs work through strategic partnerships.
Latinovations can facilitate the process of engaging some of these leaders and organizations in a
systematic and non-partisan fashion.
As part of Dominicanos USAs ongoing leadership development efforts, inviting DominicanAmerican elected officials to brown bag lunches with Dominicanos USA staff and volunteers
will serve as an ideal opportunity to both introduce these leaders to Dominicanos USAs work
and simultaneously provide Dominicanos USAs staff with key insights into careers in public
service. This also creates an opportunity to generate content for the website and social media
featuring these leaders and their unique stories that will undoubtedly resonate with a community
to see themselves represented in our nations political leadership. We would also suggest
organizing high-level introductions with some of these leaders who can in turn serve as
community validators. Additional official visits to elected officials surrounding issues should
also be scheduled and should include the appropriate preparation and training for Dominicanos
USA representatives.
Dominican-American Elected Officials Targets:
State Senator Adriano Espallait
State Senator Jose Peralta
Assembly Member Guillermo Linares
Assembly Member Victor Pichardo
City Council Member Julissa Ferreras

City Council Member Ydanis Rodriguez

City Council Member Rafael Espinal
City Council Antonio Reynoso
Brooklyn Deputy Borough President: Diana Reyna
Manhattan Deputy Borough President: Aldrin Bonilla
Additionally we must always be cognizant of the partisan implications of meeting with officials
yet we believe that we can engage officials in both a consistent and non-partisan manner.
Furthermore, Dominicanos USA should consider having a presence or participating in
community events sponsored often sponsored or hosted by some of these elected officials.
Rhode Island Targets:
Representative David Cicilline
Senator John Jack Reed
Secretary of State Nellie Gorbea
Media Training
As interest and coverage of Dominicanos USAs work increases, it will be critical for
Dominicanos USA staff to have further media training in order to ensure that staff is prepared to
respond to media inquiries in a timely and effective manner. Natalia is an attractive surrogate to
expand the message with women and young people in particular. Additionally, Eddies long
standing relationships with local leaders can be reinforced by his participation and attendance in
high profile national conferences and guided networking.
Leaders in the New York and Rhode Island office have already shown tremendous growth and
promise, therefore we recommend additional training for Dairanys, Eddie, Natalia and Isseniel to
build upon this progress. Additional needs include:
Improved bios, headshots and branded materials for Dominicanos USA senior staff
Monthly online bilingual media trainings
National trainings and networking opportunities for Eddie and Natalia facilitated by
Latinovations including:
o Introductions to high-level and national leaders
o Local speaking opportunities
Participation and /or attendance at national Latino conferences
In order to ensure that Dominicanos USAs brand continues to grow in New York and Rhode
Island and nationally, Latinovations will begin facilitating introductions and meet and greets with
high level influencers working on similar issues and initiatives nationwide. Latinovations is
prepared to tap into its extensive network of Latino leaders and recommend ample Dominicanos
USA participation in the upcoming national conferences of some of the nations leading Latino
organizations such:
National Council of La Raza (NCLR) July 11-14, 2015, Kansas City

Congressional Hispanic Caucus Institute Public Policy Conference (CHCI) October 6-8,
2015, Washington D.C.
National Association of Latino Elected and Appointed Officials (NALEO) June 17-19,
2015 Las Vegas
League of United Latin American Citizens (LULAC) July 7-11, 2015, Salt Lake City

Board Leadership
Many of Dominicanos USAs board members are already well-respected leaders in the
community and it is therefore important that we capitalize on their established brands and
expertise to grow their brand as engaged experts and leaders. Strategic profile and leadership
development will involve a multiphase effort that will occur in conjunction with the
aforementioned development of new messaging and media training.
Dominicanos USAs efforts to expand their work into specific issue areas will hinge on the
organizations ability to cement its place as thought leaders and advocates of the agreed upon
issues Dominicanos USA will address in the next phase of their expansion. As we begin to
refresh and narrow the scope of our messaging around the results of the Latino Decisions poll,
we will ensure that these updates happen in tandem with our leadership development efforts so
that Dominicanos USAs leadership is both consistent in their messaging and credibly establish
themselves as thought leaders around the issues most pertinent to the Dominican-American
community.
Media Opportunities
Op-eds
Latinovations is prepared to generate and place op-eds penned by Dominicanos USA staff and
board members that focus on an array of issues surrounding voter mobilization and engagement.
Through the traction and coverage that these op-eds produce, we are confident that this will lead
to an organic process of establishing Dominicanos USA leadership as thought leaders that are
regularly sought out by the media and organizations alike to provide their key insights and
expertise regarding voter mobilization and issues confronting the Dominican-American
community in the U.S.

Pen op-eds and letters to the editor of major print and local outlets. Latinovations will
monitor key national weekly magazines and daily newspapers for opportunities to publish
a pieces
Expand press outreach to include more national targets and continue to foster existing
relationships.
Target in country/ DR based outlets for op-eds, leadership profile pieces, and becoming a
source for quotes/statements for any US based stories.
Continue distributing collaterals to media targets (i.e. press releases, statements, reports,
infographics etc.)

Pitch Eddie/Natalia as a guest commentators and columnist. An op-ed piece or regular

blog from either spokesperson stands to attract publications that cover Latino politics.
Initiate an aggressive press tour that coincides with Eddie/Natalia travel schedule around
events/conferences, setting up one-on-one meetings with the media.
Greater outreach to university publications yielding coverage, possible talent pool of
canvassers, supporters, and overall resources from Dominican -American students.

Outreach to Island Based Media Outlets

Since 2015 is a non-election year, we believe this is an ideal time to revisit the possibility of
engaging island based media outlets. This is a strategic way of keeping our supporters engaged
since Dominican-Americans generally maintain strong ties to the Dominican Republic because
of deep familial ties and thus have a vested interest in the islands progress and politics. It is
therefore important to begin engaging island based media outlets to steer the conversation
surrounding Dominicanos USAs efforts. Latinovations will begin building comprehensive lists
of media outlets in the Dominican Republic that can further Dominicanos USAs engagement
with the Dominican community.
Target Island Outlets
Listn Diario
El Nacional
Hoy
El Caribe
Diario Libre
El Da
El Nuevo Diario
La Informacin
Voz Diaria
Acento
Al Momento
Barriga Verde

DR1 Daily News

Diario Libre
Diario Digital RD
Diario Horizonte
Diario Noticias
Dominicano Ahora
Dominicano Digital
El Jaya
Peridico El Fara
Noti Diario
San Cristobal Balnet
Cibao Nred

Issues Poll and Partnerships

Latinovations and Dominicanos USA have already begun working on an important partnership
with Latino Decisions, the nations leading Latino research and polling firm. We will continue to
work with Latino Decisions in order to develop and execute a poll that will help Dominicanos
USA strategically identify the most important issues for Dominican-American voters. This
partnership and others like it are an essential component of Dominicanos USAs continued
growth and development and we will therefore continue to identify opportunities for
Dominicanos USA to strategically partner and collaborate with organizations that share
Dominicanos USAs vision of civic engagement and empowerment.
Leveraging the outcomes of the poll, Latinovations will amplify findings through media outlets
that frequently generate stories on Latino Decisions as well as reengaging reporters and bloggers
that have previously covered Dominicanos USA such as:
Bloomberg, Francis Wilkinson
Buzzfeed, Adrian Carrasquillo
The Atlantic, Molly Ball
The Economist, David Rennie
The Fiscal Times, Eric Planin
Fox News Latino, Francisco Alvarado, Andrew OReilly
Fusion, America With Jorge Ramos, Jorge Ramos
The Huffington Post, Roque Planas,
The Los Angeles Times, David Lauter
The Latin Post, Michael Oleaga
La Opinion, Griselda Nevarez
MSNBC, Morning Joe, Jose Diaz- Balart
National Journal, Rachel Roubein
The Nation, Zoe Carpenter
New York Magazine, Jonathan Chait
The New York Times, Tanzina Vega, Julia Preston, Michael Shear, Ashley Parker, Op-eds
written by Gary Segura**
Newsweek, Laura Colarusso
NBC, Suzanne Gamboa
NPR, Audie Cornish, Steve Inskeep
PBS, NewsHour, Tavis Smiley Show
Providence Journal, Katherine Gregg
Rhode Island Public Radio, Ambar Espinoza
Salon, Luke Brinker
The Washington Post, Tina Griego, Stephen A. Nuno, Alexa Ura (from the Texas Tribune)
The Washington Times, Stephen Dinan
Univision, Noticiero Univision
USA Today, Raul Reyes
U.S. News, Rose Williams, Susan Milligan
Voxxi, Griselda Nevarez
Vox, Dara Lind

Additional Partnerships by Issue Area: Below please find just a brief sampling of potential
collaborations with key organizations
Rhode Island
Early Childhood Education
We can engage our young volunteer base on this issue and approach these organizations about
organizing a citywide (or targeted effort in neighborhoods with a high concentration of
Dominican-American Youth) voter registration drive among High School Seniors and local
Community Colleges and Universities.
Kids Count RI -participation in upcoming Kids Count TV Show discussing the findings of the
Dominicanos USA poll and how
Children, Family, and Friends
Department of Children and Families
Latino Policy Institute at Roger Williams University
Content sharing with LPI blog
Natalia Rosa as a featured community leader in the LPI blog
Decrease High School Dropout Rate
College Crusades of RI
Year UP
Youth Build
New York
Living Wage in New York State
Hotel Trade Council
32BJ SEIU Labor Union
Raise Up NY
Since the three organizations listed above all have initiatives encouraging members to
participate in local and national elections and a considerably large base of Latino
members, Dominicanos USA is well-positioned to form strategic partnerships with these
organizations to become the Spanish-language arm of their voter registration efforts
Office of the Mayor, Bill de Blasio
Dominicanos USA can spearhead the creation of a Memorandum of Understanding
between the Mayors Office and Dominicanos USA in order to cement the citys
commitment to avoiding and ending voter suppression in future elections. The New York
Civil Liberty Union is one of the primary actors currently advocating/fighting for fair
voting rights in New York, they may therefore be an organization worth partnering with
for this particular MOU.
Affordable Housing

New York City Rent Guideline Board

New York Tenants and Neighborhood
Furman Center for Real Estate and Urban Policy
Rent Stabilization Association
Real Rent Reform
Metropolitan Council on Housing
Dominicanos USA understands that this is an issue that uniquely disadvantages many
minority communities, as result of our polling Dominicanos USA may be able to
provide these organizations with culturally insightful messaging that can incite change or
mobilization around the issue within the Dominican-American and Latino community in
New York
Events
Events and community engagement are critical elements of enhanced visibility and clout within
the community and we are thus prepared to work with Dominicanos USA to identify
opportunities for engagement that will elevate Dominicanos USAs profile within the community.
It is significantly important that Dominicanos USA maintains its presence at DominicanAmerican majority-based events to bolster the organizations exposure and better community
relations. Many of the following are recurring events, sometimes happening annually or twice a
year.

27th Annual Dominican Parade and Festival (Rhode Island)

Hosted by Quisqueya en Accion and the Dominican American Association of Rhode
Island, this event presents Dominicanos USA with the opportunity seek active
involvement similar to the desired participation in the Dominican Parade in NY.
o Parade sponsorship/ float
o Voter registration booth
th
5 Biennial 2014 Conference of the Dominican Studies Association: Making a
Difference (NY) Hosted by CUNY Dominican Studies Institute
The fifth Biennial Interdisciplinary Conference of the Dominican Studies Association
(DSA) welcomes the submission of papers in any disciplinary area focusing on
Dominican studies. The conference seeks to explore the multiple narratives of
documenting the life experiences of the Dominican people in the United States. The
conference welcomes papers that document new knowledge about Dominicans, therefore
this would be a great opportunity to present DUSA board member and Director of the
CUNY Dominican Studies Institute Dr. Ramona Hernndez with pertinent information
from the DUSA Latino Decisions report expected early this year.
o Date & Location: Thursday May 1, 2015 - Friday May 2, 2015 at Naugatuck
Valley Community College
th
The 4 Annual Dominican Film Festival (NY)
The Dominican Film Festival celebrates the best in Dominican Cinema with the goal to
enrich the artistic experience of New Yorks diverse cultural audience. The festivals
objective is to inform New York City audiences of the Dominican cinema and the relation
to the history, politics and social life of this country through the arts. This film festival

can present DUSA with the opportunity to collaborate with a film showcase on politics
and history to relate it back to the present Dominican-American influence in the state of
New York. The goal will be to demonstrate the pivotal role Dominican-Americans have
in the countrys current political climate. It will also allow DUSA the opportunity to share
the companys culture through active participation in this artistic movement.
o Additionally, Dominicanos USA can submit an original short film for
consideration and screening
37th Annual New York Dominican Day Parade (NY)
The Annual New York Dominican Day Parade was established in 1982. Delegations from
the Dominican Republic participate in the Parades festivities, including floats, music,
dances and costumes symbolize unity, happiness and continuity of the Dominican
community. Dominicanos USAs company culture and organization movement can be
illustrated through a personal float to be featured on the day of the parade. DUSA can
feature a prominent Dominican celebrity on their float such as Juan Luis Guerra to
increase its appeal to the different age-ranges at this parade. In efforts to have a larger
impact this year however, Dominicanos USA can meet with event organizers submit a
request for their consideration in dedicating this years festivities to voter registration and
the importance of having Dominican-Americans exercise their right to vote. Full
participation in the parade will help generate voter registrations and also increase
Dominicanos USAs profile nationwide.
o Date & Location: July 26 in Bronx and August 9 in Manhattan

Dominicanos USA Events

Hosting events can provide a powerful and effective way of improving community relationships,
building loyalty, strengthening its reputation, and creating a buzz around Dominicanos USA
services and initiatives. Possible event ideas include the following:
Voter Registration Drive
Dominicanos USA is currently working in partnership with NYC Votes on a curriculum for high
school students. The goal is to register eligible students to vote and motivate them to become
more active on civic issues. This March 20th on National Student Registration Day, Dominicanos
USA will facilitate a voter registration workshop in five different schools in Washington Heights,
New York. Dominicanos USA will then organize a youth forum with all the students from
National Student Registration Day to give young students the chance to express their ideas,
opinions and needs to elected officials in NY and Dominicanos USA staff for our future
endeavors.
Forum on the State of the Dominican-American Community
This would ideally take place one year after Dominicanos USAs first press conference in Duarte
Square Park in May. For this conference, Dominicanos USA would invite leaders from the
community such as U.S. Secretary of Labor Tomas Perez to discuss the current political, social,
and economic challenges faced by the Dominican community in the United States. The primary
goal will be to demonstrate how such challenges are linked to the lack of community civic
participants. This event will allow Dominicanos USA to build relationships with other leaders in
the Dominican-American community and provide exposure for the organizations efforts. This

event can also establish Dominicanos USA as the preeminent Dominican organization and
thought leader in New York City.
#DUSAempowers: Voter Mobilization Workshops & Training Day
As a single national service day leading up to the 2016 presidential elections, Dominicanos USA
can further extend their services to the entire Latino community interested in participating in
voter mobilization efforts nationwide. This special day will offer a variety of informative
workshops and training opportunities from DUSAs staff experts and leading professionals in the
industry. The day will reflect DUSAs mission to educate and mobilize Dominican-Americans
voters and will demonstrate their power to empower multiple generations in the U.S. Possible
workshops can include:
Voter Registration i.e. how to host a voter registration drive
Naturalization i.e. the importance of voting of naturalized citizens
Educational training on predetermined issues
Special leadership workshops for Dominicanos USA volunteer base i.e. canvassers,
youth, older Latino population
Other opportunities for partnerships: Identifying and securing media partners such as VME
TV that can help Dominicanos USA spread its message, especially leading into the 2016 election
cycle where raising awareness and disseminating information and about voter registration and
participation will be critical.
Digital Strategy
Dominicanos USA Weekly Schedule
The goal for the next 90 days is to update the website twice a month on the first and third
week of every month. The following schedule will give you a brief rundown of what the weekly
website schedule will look like. Latinovations will increase the frequency of posts to once a
week upon the success of our 90 day plan.

For every first week of the month, all posts will be produced for Our Stories
For every third week of the month, all posts will be produced for the Blog.

Sunday
-----------

Monday
-----------

Tuesday
All
draft
posts
for
Our Stories
and Blog
need to be
submitted
to Alma by
COB (6pm)

Wednesday
All
posts
will
be
edited and
turned
around for
final review
by
Ellen.
Posting on
website can
be
expedited

Thursday
Friday
All
final ----------content
must
be
uploaded to
the DUSA
website by
Luis
by
4pm

Saturday
-----------

(if possible)
Immediate News Response: For any immediate newsworthy content in the media,
Latinovations will be responsible for creating the post in a timely manner. All news opportunities
must be flagged to Latinovations. The DUSA/Latinovations team will then have two days to
accomplish the following steps:
1. Acknowledge receipt of the story or opportunity
2. Draft a response or post
3. Send back to DUSA team for edits[ additional review can be added or removed
depending on the urgency of the response]
4. Have legal approve the content
5. Web team post to website and social media.
Website
DUSA staff has identified the Our Stories and the Blog sections of the website as the
preferred pages for regular updates. Latinovations will help generate new content for these
sections in collaboration with DUSA staff. Additionally, the Newsroom/Media section will be
regularly updated as releases are made available.
Our Stories
The goal for Our Stories is to regularly share personal stories of just a few of the many
Dominican-Americans who have had a positive impact on their community and on the world.
Our Stories will also be used to profile the stories and experiences of our canvassers and staff in
order to add a personal and humanizing element to DUSAs work. This will demonstrate a
commitment to the organizations establishment and will be accomplished with the following
action plan.
Plan of Action:
Sample content - Produce a list of top 10 Dominican-American influencers and 15
community leaders [should include DUSA staff profiles]
Create a draft 300-word bio with attached photo for influencer of the week
Highlight an influencer on the DUSA website following the provided chart above
After posting, cross-post each highlight on Facebook and Twitter
Blog
The goal of the Blog will be to share news articles about prominent issues nationwide affecting
the Dominican-American community in New York and Rhode Island. Through current events,
we want to educate and motivate the community to take action and engage in critical
conversations about issues impacting the community. Additionally, our team can create original
content, or Op-Eds on behalf of DUSA Staff in lieu of news stories.
Plan of Action:
Post each blog post following the provided chart above
Topics can include anything in the following areas:
o Politics (i.e. legislation, power of the vote)

o Economy
o Social Influence
o Local news in NY and RI
Menu/Tab layout
Below are the preferred tabs for a menu layout as determined by DUSA staff:
About Us: Main information
Who we are
Staff Directory (with picture bios)
Referrals (Partners such as immigration services)
Our Stories
Voter Corner
New Registrant (info such as qualification to register to vote)
Polling Locator
Events
Media
News (current events and important news about the community)
Press (Earn and paid media)
Blog (potential front page)
Gallery (new name of the original media section)
Join Us
Volunteer
Jobs
Office Locator
Dominicanos USA Social Media Presence
Overall DUSA produces a great deal of engaging and relevant content for its followers but it
appears that posts are overlooked and fail to gain traction because of the frequency and
redundancy of the posts.
Frequency of Posts
Currently, DUSA posts the same infographics on Facebook, Twitter, and Instagram as much as
three times a day. These posts are much too frequent and are therefore contributing to the
relatively low levels of engagement the posts receive. It has been our experience that
engagement is considerably higher when the organization is more systematic and regimented
about the frequency and timing of their posts. Our social media analytics suggest that content
posted between 11 a.m. - 12 p.m. and 2 p.m. 3 p.m., Monday-Friday; typically generate the
most online traffic. For the time being, we believe it will be best to limit posts to once a day until

DUSA creates unique content for their respective social media accounts. Additionally,
Latinovations will require access passwords for each social media account to monitor
changes in activity and peaks within analytics.
Content & Engagement
While the quality of the content being posted is good and aesthetically appealing, there appears
to be an overreliance on infographics and pictures that can overwhelm followers. The posts on
Facebook, Twitter, and Instagram are quite monolithic, therefore DUSAs social media presence
will benefit tremendously from diversifying and customizing the content posted across different
platforms.
Facebook and Twitter serve as ideal platforms to amplify DUSAs website and highlight
important updates such as the recent award DUSA received from NYC Votes. However, the vast
majority of posts on Facebook and Twitter do not link followers back the DUSA website. A
central focus of DUSA Tweets and Facebook posts should involve sharing links to your website
and blog content which will not only bolster your presence on social media but direct online
traffic to the website. DUSA should therefore begin exploring the possibility of writing and
developing original content for the website with greater frequency. By doing so, DUSA will
diversify the content being posted while simultaneously bolstering the websites traffic.
It is also important to be more strategic about who DUSA chooses to follow on social media.
Currently, the follower to following ratio on Twitter is quite disproportionate; we thus suggest
narrowing down the list of people or organizations DUSA follows to specific media outlets and
organizations working on voter mobilization, registration and education.
DUSA can further differentiate its content by retweeting and engaging thought influencers on
Twitter and Facebook. Twitter and Facebook are very reciprocal networks; consider direct certain
tweets and posts to experts or organizations, some of these individuals will likely find DUSA
content valuable and share DUSA related information with their followers, who in turn will
follow you.
The content posted on Instagram is unique because it is primarily image based; the infographics
DUSA currently post therefore lend themselves well to this type of engagement. We would
however recommend diminishing the amount of text used in the infographics and posting more
pictures of the behind the scenes work DUSA does in the community i.e. canvassing,
registering voters, door knocking etc. This allows followers to view and understand the scope of
the DUSAs work through a new lens and humanizes an initiative that is truly from and by the
community.
Internal Coordination
Weekly Social Media Schedule:
Wednesday: Deadline for social media content to be submitted to Alma by COB
Thursday: Latinovations to provide edits to Enmanuel by COB
Friday: Team call at 12pm for discussion and final review

Short-term and tangible goals to grow your base should involve careful internal coordination
among DUSA staff and volunteers to bolster the levels of engagement and traction Facebook,
twitter and Instagram posts receive.
When content is posted, there should be a system in place where staff and volunteers are
encouraged to share, retweet, or like content. We recommend a weekly internal reminder from
DUSA senior staff to all DUSA supporters to engage on the organizations social media
platforms. In doing so, DUSA is generating traffic and strategically tapping into the extensive
social networks of its staff, board members and volunteers that likely know individuals who will
benefit from the information and content DUSA produces.
We should also note that the content currently produced is very New York centric which can
significantly limit the organizations base. Careful coordination with the Rhode Island office will
also be critical to gaining followers and varying the content used.
Growth Tactics
Based on the mission and purpose statement of the organization as a whole, the audiences below
should be the goal for the next few months to increase DUSAs social media presence across all
networks. DUSA outreach should be tailored to specific demographics of prospective followers
and include key stakeholders in New York and Rhode Island. Having a greater understanding of
the target audience will guide DUSAs engagement on social media and what promotional
materials will attract these audiences to get involved or support DUSA efforts.
Target Audience
Millennials: in local communities, education-based organizations and top colleges and
universities in NY and RI
Local and national Latino Government officials and aides/staff
Spanish language and mainstream media outlets in NY and RI
Influential Latino organizations (i.e. CHCI, Hispanic Heritage foundation, LULAC, etc.)
Nationwide Voter mobilization organizations (i.e. Voto Latino, Rock the Vote)