Final Business Plan 1-72

Page 1 | Team Mexico
Table Of Contents:
Meet the Team! 3

Part 1: Executive Summary 24
Analysis of Market and Audience 27
Analysis of Target Media and Outreach Partners 28
Media Strategy 31
Analysis of Online/Social Media Options - External 34
Analysis of Online/Social Media Options - Internal 35
Part 2: Event Description 38
Part 3: S.W.O.T Analysis 40

Strengths 41
Weaknesses 41
Opportunities 42
Threats 42
Part 4: Organization and Management 43

Event Management 44
Part 5: Partners, Sponsors and Supporters 

Profiles 46
Confirmed S/P/S 47
Pending Confirmation S/P/S 74
No Response S/P/S 85
Declined S/P/S 113
Part 6: Overview of Event 119
Part 7: Timeline 127
Part 8: Location Selection 130

Starlight Triangle Square Cinema Overview 131
Time Nightclub Overview Map 132
Part 9: Financial Proforma 135
Part 10: Appendix 137

Social Media Posts 138
Call List to All S/P/S 139
Signed Agreements 140
Part 11: Message To Team Mexico Fall 2019 146

Meet the Team!
Michelle Cisneros 
michellecisneros@csu.fullerton.edu 
 
Claire Conti 
claireconti@csu.fullerton.edu 
 
Monserratt Del Real 
m.delreal@csu.fullerton.edu 
 
Madison Fessia 
mfessia@csu.fullerton.edu 
 
Koby Gauna 
kobyjoe32@csu.fullerton.edu 
Kristina Gonzalez 
giantswan5@csu.fullerton.edu 

Michelle Cisneros
MichelleCisneros@csu.fullerton.edu
714-943-5219

About Michelle
Michelle Cisneros is a current Cal State University, Fullerton student majoring in Communication Studies
with a focus on Public Relations. She was born August 31st, 1991 in the city of Santa Ana California where
she resided today. As a child, she suffered from seizures until the age of 13. Thanks to the help of her
parent and doctors she was able to overcome her sickness and live a healthy life today. Michelle Cisneros
is the only child to immigrant parents who came to the united states in the ’70s. Her parents are from
Mexico and came to the united stated in search of a better life. Her parents are honest working people. Her
father is an electrician while her mother has dedicated herself to her entrepreneurial endeavors. Michelle is
best known for her work ethic and resilience. Both traits were taught and shown to her by her parents who
sometimes worked two jobs to pay for her medical bills. She is a feminist and an advocate or self-love and
self-care. She’s an activist who’s marched for varying efforts of human rights including women’s and LGBT
rights. Michelle has also been able to match and donate bone marrow with the help of BeTheMatch.com,
an organization dedicated to helping blood cancer patients find a donor. She loves the outdoors and loves a
good hike. Her most memorable trip was Hermit falls where she jumped off of 10 -foot boulder into a natural
stone pool. She hasn’t committed to the 20-foot jump but will work her way there.
Cisneros went to Arnold O. Beckman High School where she was part of the choir group directed by Nancy
Stuck. She along with her high school choir have competed and placed top 3 in the Las Vegas Choir
competition. During her time with the choir, she’s had the chance to performed and recorded in the Disney
music studio. She graduated and performed at her graduation at the age of 17. After high school, Michelle
opted to attend Orange Coast College before attending a 4-year university. She wasn’t able to afford the
bills that came with going to a 4-year university, so she did most of her studies at the community college.
During her time at OCC, she was diagnosed with depression and anxiety but has since been able to
manage and sustain her mental health. After getting her Associates degree in communications, Michelle
decided to take a semester off to travel and work. During her time away from school she was able to visit
her family’s home country as well as explore her opportunities brought on by her social media following.
Thanks to her social media followers makeup artist, Melanie Mills, gave Michelle a chance to be a part of
an online campaign.
Michelle has since become an ambassador for her Spanish broadcast family Al Día where she promotes
their Cal State Fullerton social media following. Al Día is Cal State Fullerton’s Spanish-language live news
broadcast that gives the student a chance to work in production both on and off camera. She’s excited
about the on-camera experience and appreciates being able to anchor during the show. She is also
working as part of the event planning committee for the Newport Film Festival. This course will not only
show her a hands-on approach of event planning but will also open the door to other industries where she
may grow professionally. She plans to work for the white house one day but wants to explore all of her
favorite industries before attempting the big time.

Claire Conti
claireconti@csu.fullerton.edu
(714) 475-7133

About Claire
Claire was born and grew up in Huntington Beach, California. But moved up to Fullerton 4 years ago when
she got accepted to California State University, Fullerton. She comes from a blended family with 3 older
siblings, two sisters and one brother. One sister has gifted her with niece and nephews that thankfully live
close by so she can still see them frequently. Not that Huntington is too far away, she is still able to make it
back home time to time, to see her favorite pets, which are her dogs, Gabby and Dolce. It is also the time
where she can see her two wonderful parents, that have been supported through it all. Not to mention, get
a great free meal out of it, thanks to her mother. The reason behind, Claire’s love for pasta, and her new
hobby, cooking. Claire is currently a 4th year at Cal State Fullerton with a major in Communications,
emphasizing in Entertainment and Tourism.
She has worked in retail for about 6 years now, and currently working as the visual merchandiser and team
captain at a Target. Her love for clothes has made her stay in the retail, however started taking singing
seriously when she was in middle school that became her main hobby. Coming from a musical background,
Claire quickly made singing her main hobby and the reason for wanting to be in the entertainment industry
today. However, Claire quickly learned in high school that she does not want singing to be her occupation
yet work behind the scenes. She is uncertain of what exactly she wants to do for a career but she has an
idea. Claire hopes to one day work for an entertainment company, Live Nation, where she can help
promote and produce festivals around the globe.
Facebook: Claire Conti, https://www.facebook.com/claire.conti3

Twitter: claireconti_ https://twitter.com/claireconti
Instagram: claireconti18 https://www.instagram.com/claireconti18

Claire Conti
2560 Associated Rd. Apt. 60-17 Fullerton, CA 92835
(714) 475-8133
claireconti@gmail.com
Summary of Qualifications
● Training and supervision

● Shrink reduction/inventory management
● Time management
● Merchandising strategies
● Customer service excellence
Employment History
Visual Merchandiser Team Captain November 2017- Present
Target, Orange, CA
Responsibilities:
● Change of all the visual displays in the clothing department

● Keeping up with mannequin displays and maintenance
● All the displays are fully stocked and per the current trends
● Partnering with the Team Leads on the new sets and new launches for the store and executing
them
● Training 2 new team members every month for our department as they get hired on
● Checking in on the team members and helping in other areas when needed
● Making sure that our shipment and go backs are completed as well
● Greeting each guest and satisfying their needs to make their experience enjoyable
Shift Lead November 2014- September 2017

No Rest For Bridget, Huntington Beach, CA
Responsibilities:
● Ensuring great customer service to each and every customer

● Being able to personal shop with each person and find the outfits they needed
● Making sure our daily shipment was done each day and in a timely manner
● Changing mannequins and making sure all visual displays are current and correct
● Opening and closing the register and leading the staff when management was not there
● Doing the replenishment sheet of product each week and submit it
● Training new employees and understand everything that needs to be accomplished
Education

California State University Fullerton 2015-Fall 2020
Bachelor of Arts in Communications, Entertainment and Tourism
Technology
Computers: Google Docs, Microsoft Office (Word, Excel, PowerPoint) POS, Inventory systems, Adobe
Photo Shop
Associations
● Entertainment and Tourism Club Fall 2017- Present

● Alpha Chi Omega Sorority Fall 2015- Spring 2019

Monserratt Del Real
monserratt.delreal@gmail.com
(323)240-5157

About Monseratt
Monserratt Del Real is a 25 year old part time college student and full time cocktail waitress living in Los Angeles. Del
Real was born in Simi Valley, California with deep Mexican roots. She was born the eldest child of two humble, hard
working parents. Del Real graduated high school in 2011. She continued her education at Los Angeles Valley
Community College. She jumped around three different community colleges and took all sorts of courses. At the time
Del Real believed she wanted to enter the world of child development. After a few years she dropped out and didn’t
believe she was getting anywhere with her academics. She came to the conclusion that college simply was not for
her.
Del Real has been in the food service industry since she was 17 years old. She was a server from an early age and
appreciated her job because it allowed her to be social and was able to make decent money. She began to think that
her social skills could possibly lead her to become a food and beverage manager after years of experience. At 20
years old she got her first job at a hotel where she began to work for Wolfgang Puck. She fell in love with the hotel /
restaurant world. She received recognition from Forbes for her customer service. It was then that Del Real
discovered her passion for public relations, especially hotel PR. At 22 years old Del Real became assistant manager
at a Roi Choi restaurant in Culver City. After a short 6 months she realized restaurant management was not for her.
She decided to go back to community college and continue to pursue a career in public relations. While she worked
at Hotel Bel Air she met some influential people. She was able to land an internship with Fenty Co. She worked
alongside Rihanna’s creative director and was in charge of overseeing and booking flights/ hotels for Rihanna’s team
during video shoots. She also helped style models during Rihanna’s collaboration with Stance socks. Although this
internship served her well she realized she wanted to get back to the hotel world.
Del Real is currently a cocktail waitress at the highest rooftop bar in the Western Hemisphere at a 5 star hotel. She
continues to love the food and beverage industry and she hopes that one day she will find a job in that industry. She
recently won an award for employee of the quarter.
Del Real works very hard but plays even harder. She loves to travel. At age 18 she took a solo trip to Washington
D.C. Since then her love for traveling has continued to grow. She just got back from a trip to Paris, and Barcelona.
While she was in Spain she was able to visit the multi-peaked mountain range, Montserrat, that she was named after.
Del Real loves to explore different states in Mexico. One of her favorite things to do is go back to the place her
parents are from because it allows her to feel in touch with her roots. Nothing makes her happier than being around
her family in her parents hometown with beer and a mariachi band playing her favorite songs.
Today, Del Real is finishing her last semester at CSUF as a member of the Public Relations Student Society of
America. She hopes that her customer service experience will allow her to land a great public relations job in a hotel
in the Los Angeles area. She is working on making lots of connections with people in the industry. She wants to keep
busy but still have time for her family and friends. Del Real knows that she will be successful in whatever she
chooses to do.
Instagram: Monserrattii

Madison Fessia
mfessia@csu.fullerton.edu
(619) 942-6890

About Madison
As of Spring 2019 Madison Fessia is a third year Communications major with an emphasis in Public
Relations and a minor in Marketing at California State University, Fullerton. She grew up in southern San
Diego where Madison and her 17 year old brother brother Parker were raised by their Hispanic mother
Erica and their Italian father Gary.
She attended High Tech High Chula Vista, a project based learning school and developed her love for
planning. Madison enjoys marketing, communications and event planning and as a result has two
marketing jobs that require a mix of all of her passions. She currently has three jobs working for Red Bull as
a Student Marketeer, a Marketing Specialist on campus for Associated Students Inc. (ASI) and as a Guest
Services Intern for the Rose Bowl Stadium. On average, Madison spends about 30-50 hours a week
working during the school year.
Madison played softball for 13 years and enjoys watching sports especially baseball which showed in her
work as a Sports Marketing Lead role for Titan Athletics from January 2017 to June 2018.
Besides working herself to death, she spends her free time hanging out with friends, going to the beach,
traveling around the world, finding new restaurants to try and binge watching new shows.
Madison’s social media can be found at @madison_fessia or mfessia. Available links provided below:
Instagram: https://www.instagram.com/madison_fessia/
Twitter: https://twitter.com/madison_fessia
LinkedIn: www.linkedin.com/in/mfessia

 

 
Koby Gauna
kobyjoe32@csu.fullerton.edu
(310)569-2565

About Koby
Koby Gauna was born September 10, 1993 in Redondo Beach, California. His parents Daniel and Kimberly
both work in the education field at local public schools in the South Bay. With a strong influence from his
parents because he was athletically gifted, Koby worked hard in the classroom and on the field growing up.
Growing up with a Catholic influence also helped shape Koby into the man he was becoming. Keeping up
his grades and hard work in high school, Koby received a scholarship to play baseball at Cal State
Fullerton. After three great years at Fullerton and successful campaigns, he was drafted by the Oakland A’s
to play professional baseball. After thinking it over with his family, Koby decided to not return for his senior
year and signed the contract to go play. Professional baseball taught him incredible life lessons and created
lifelong relationships. Three years of more successful campaigns lead to Koby being promoted every year
and travelling throughout the country to play. Koby then decided to retire from professional baseball and
return to school to get his degree. After he stopped playing, Koby started to coach travel ball teams and
mentor whoever he could. Koby is now about to graduate and start the next chapter of his life.

Work Resume
Oakland Athletics
-Professional Baseball Player: June 2014-December 2017
Redondo Sunset Baseball Academy

-Baseball Coach: January 2018- May 2019
California State University Communications B.A. Class of 2019
Newport Beach Film Festival Intern 2019

Kristina Gonzalez
giantswan5@csu.fulleront.edu
909.674.4854

About Kristina
Kristina Gonzalez was born in Montebello, California. She is a senior at California State University Fullerton where
she is majoring in communications with an emphasis in public relations. Kristina Gonzalez has three brothers and
three sisters, she is the third child from her five siblings.
During her time in community college she was involved in the journalism program. She was the Managing Editor for
Mt. San Antonio’s newspaper, The Mountaineer where she created content, edited, and assisted the Editor- in- Chief.
Currently she is the manager of On Trend Apparel and has been with the company for eight years. This company is
the exclusive maker and supplier and seller of apparel for the Orange County State Fair, the Los Angeles County
Fair, the California State Fair in Sacramento and previously EDC. In this current position, she also manages
merchandise for Kaboom a 4th of July event and Oktoberfest located in the Fairplex in Pomona CA. She has also
managed a group of individuals to sell merchandise for the musical festival Insomniac. She has been responsible for
helping boost sales by helping enhance the current offerings of the fairs and other events. In 2018, she succeeded in
helping produce the highest revenue in On Trend Apparels years of existence.
Growing up she was the chatty child that was asked several times by aunts and uncles if she had an off button. She
would carry her books everywhere she went and was often referred to as Matilda. She was a very curious child that
wanted to know everything there was to know about anything. This later in her life became a skill for her to research,
interview and to connect with others. Gonzalez values family, honesty and hard work above all. She believes in
equality and supports independent hard working individuals.
Outside of work and school she spends her days drinking espresso, craft beer, and wine, and likes to hang out with
her dog and best friend Bon-Bon. Some of her favorite things to do are read blogs, hike, art, music and books. She
loves to watch documentaries and would rather cook a delicious meal than dine out.
One of Gonzalez highlights of her life was attending an Ellen DeGeneres birthday bash celebration. For that taping
Kanye West, Justin Bieber, Sam Smith and other celebrities showed up to wish DeGeneres a great birthday.
DeGeneres awarded her and the audience several gifts including a paid trip to Vegas. Her friends are still very
jealous she got to attend that taping.
In the future, she hopes to travel the world, live a year in Spain, move out to New York for couple months to people
watch and write stories. She finds pleasure in the simple things in life such as kindness, a warm cup of coffee the first
thing in the morning and working hard to obtain the life she wants.
She hopes to graduate this upcoming fall and land a dream job in the entertainment industry- maybe even help
produce a show for Ellen DeGeneres.
You can follow her on Instagram and Twitter @giantswan5

Part 1: Executive Summary

The Newport Beach Film Festival was founded in 1999 by CEO, Gregg Schwenk. Today, it is the largest
film festival in both Orange and Los Angeles County. The Newport Beach Film Festival features
international films while celebrating different countries and cultures. Each year, the festival screens over
300 films from different countries all over the world. This year, the Newport Beach Film Festival celebrated
its 20th anniversary. The festival had its opening day on April 25th 2019 and ended May 2nd 2019. The
20th anniversary was extremely special and attracted 58,000 film and food fans. The NBFF seeks to bring
Orange County and its surrounding areas the best of contemporary filmmaking and in this year proved
exactly that by featuring films from 56 countries. The NBFF also partnered with 62 of the area’s best
restaurants, chefs, caterers, and delicious treats to serve at 15 different before and after party events,
making it one of the largest culinary events in the Southern California area.
The Mexican Spotlight is part of the Latin Showcase which includes the countries Mexico, Brazil, and Chile.
The Mexican Spotlight team featured the screening of the film, Chambermaid. This film was produced and
directed by Lila Aviles. The goal was to attract approximately 300 attendees to the spotlight event and after
party. Each spotlight features its own film and every spotlight gathers together after the film for an amazing
after party with food, drinks, music, and entertainers appropriate for each country.
The Latin Showcase was held on Monday, April 29th, 2019. The screenings for the Latino Showcase films
were held at the Starlight Triangle Square Cinemas in Costa Mesa, CA. This location is surrounded by
popular eateries, and nightlife. The films from each country are screened simultaneously with the longest
running film being shown first, and the shorted film starting last. This method is used so that each film could
end at close times and the film attendees from each country can join together for an after party. Time
Nightclub was this year location for the after party. It is in the same building as the cinema which made it
easy for guests to walk from one location to the next without having to get into a car or walk too far.
Team Mexico had a very important and crucial job to secure supporters, partners, and sponsors. We
contacted previous supporters, partners, and sponsors but also had to find new potential partners to help
expand the outreach of the Mexican Spotlight. Sometimes our contacts were unresponsive but we did not
give up. Team Mexico managed to reach out to numerous organizations with the small time frame given to
us during the course of the Spring semester. It was challenging because we felt as though we were limited
on time. Spring semester started late January and we were to have secured supporters, partners, and
sponsors by mid March. We were able to utilize our supporters, partners, and sponsors by having them
participate in social media promotion, email blasts, newspaper and magazine articles, and newsletters.
The Mexican Spotlight team was able to secure a good amount of supporters, sponsors, and partners.
Some of these supporters, sponsors, and partners had worked with us in the past while others were
working with us for the first time. The team was able to negotiate social media mentions in exchange for
promotion of their own organizations.

We are extremely happy with the people that we secured for the event. Michael Davis, Los Angeles NFL
Charger, attended our event as well as Fernando Allende, actor. We hope that bringing these influencers to
our event it can open doors for other people in the same industry to want to take part in future years to
come.
The Mexican spotlight film and after party were a success. With the combined efforts from every group in
the Latino showcase we were able to secure the most entertainment. These entertainers included the
Grammy Nominated Mariachi Divas, Samba dancers, and Chilean dancers. There was even a surprise
performance by Adan Allende, actor in Mexican Dynasties.
Team Mexico has done a great job working with supporters, partners, and sponsors for this event. We are
confident that supporters, partners, and sponsors from the 20th anniversary will be more than happy to join
us again for the following years to come. It is also very important for teams to come to continue searching
for groups and organizations that could potentially help reach a wider audience. This binder breaks down
the work that the Mexican Spotlight team did over the course of the Spring 2019 semester.

Analysis of Market and Audience
This year is the Newport Beach Film Festival’s 20th Anniversary. Our goal is to make it bigger and
better than ever which starts with our audience and the geographical focus. We want to fill the venue and
spread the word of the event in order to reach more people and bring in more attendees.
Newport Beach located in Orange County, California has mild climate and beautiful beaches that
bring in millions of visitors to Newport Beach each year. Located 50 miles south of Los Angeles and 85
miles north of San Diego, this is home to the Newport Beach Film Festival. Due to the diverse nature of
Orange County, it allows many people to come together to celebrate the different spotlights. With Team
Mexico’s target audience being hispanic, Santa Ana is an ideal city to target. Being near the center of
Orange County, Santa Ana has 334,000 residents making it the 57th largest city in the US by population
and the 11th largest city in the state of California. Over 78% of the population is Hispanic. For the Newport
Beach FIlm Festival we are aiming to target adults which is why Santa Ana is the perfect mix of hispanics in
the age group we are targeting. The largest age group in Santa Ana is 25 to 44 years old, making up over
31% of the population. Our focus is to target the Mexican-American community by promoting the event in
Santa Ana.
Although our main focus is Orange County, our overall goal is to reach the Hispanic community in
San Diego, Los Angeles and the Inland Empire as well. We want to target potential partners, sponsors and
supporters in all areas in order to reach more square miles. Due to the huge milestone for the festival, our
team wants to nail the target demographic in hopes to reach more interested individuals who would
potentially turn into attendees. Our hope is to reach Mexican-American people who reside specifically in
Orange County or Los Angeles County. The ideal audience member would be a professional who makes
enough money to afford a night out at the Newport Beach Film Festival.
Even though our ideal target audience is Mexican-American between the ages of 25-55, we are
also aiming to connect with individuals or organizations that support the heritage or have an interest in the
film. We are targeting anyone with a connection to the Hispanic culture including influencers, celebrities,
athletes and more. Our team is reaching out to everyone in the surrounding areas that we believe would be
interested in beings a sponsor or partner. Through this we are also trying to spread the word about the
event.
We are hoping to connect with the Latino community by reaching out to schools, the consulates,
clubs and associations. We are using our platforms at the Orange County schools to help make this
happen. UCI, Chapman, CSUF, Santa Ana College, OCC, etc. are all great avenues to explore and get
more potential S/P/S that will bring in attendees. Even though these will play a large part in our goal, the
schools will not be our primary focus when connecting with the community. We are hoping these
organizations have an appreciation for the film and are eager to come out in masses. We want to ensure
the organizations we reach out to mimic our goals and align with the end result we want.

Analysis of Target Media and Outreach Partners
This year marks the 20th anniversary of the Newport Beach Film Festival. So, it was important for
our team to go big when looking into potential media partners to collaborate with us and help promote our
event. More importantly, it was 20 years of celebrating and appreciating the Latin culture, more specifically
Mexican culture and its immense achievement in film over the years.
As mentioned, the Newport Beach Film Festival is located in Orange County, a county that is
considered very diverse among all races and ethnicities. Just within the west County, the Latin community
covers 34.4% of the population. However, we did not want to limit ourselves to just one area and hope to
cover Los Angeles. The Latin community alone, takes up almost half of Los Angeles, 48.8% as of 2019
(DataUSA).
Clearly, our team did not have to look far for possible media and partners, however from the
substantial amount of organizations and companies around us that express Mexican culture, it was crucial
for us to pick the right media supporters and partners that could benefit us to reach our goal of 300 tickets.
Yes, ticket sales are an important step in this process, but we also wanted to focus on reaching out to an
audience that would enjoy and honor Mexican cinema as well. Moreover, in order to reach this specific
audience, media is key to bringing awareness and knowledge to potential consumers.
Chances are we will not grab attention of millions of people, but on a smaller scale this event can
be worthy of print, radio, and TV media attention. Most organizations are using social media to reach out to
their members, industry peers and millions of people through faceless Twitter followers who may have an
interest. We certainly utilized social media as a huge platform for our audience, but to make a greater
impact, it was important to create awareness for our event within the community where it takes place. To an
extent, our group can reach a geographical market through social media, but announcements in the media
can produce very real benefits both tangible and intangible. For the Mexican Spotlight, we wanted media to
promote the Mexican community and cinema in a positive light. For those that read or listen to Latin media,
a great percentage of their first language is Spanish, Team Mexico wanted to be able to reach out to them.
In order to do so, we targeted multiple Spanish speaking media, such as El Aviso Magazine, Telemundo,
Para Todos Magazine and in hopes of a radio station.
El Aviso Magazine is an appropriate partner to collaborate with due to their passion of bringing
readers a medium in Spanish that informs them and promotes and services in their area. The magazine
has a high rate of responses, and clients that stay permanently and loyal. They are recognized nationally
as the best Spanish Language Magazine, which is an outstanding outlet for us to have. They have agreed
to run ads in their Orange County magazines, and send out a Podcast video team to cover the event. Our
team, and Team Chile partnered up with Para Todos Magazine and discussed having a two page spread
about our showcase in their April issue. Again, we have a Spanish language magazine, that reaches the
Southern California Latino community through its local distribution. The magazine’s content is intended for
women guiding them with advice for business, fashion, Latin culture, community events and so much more.
We also made an agreement with Tu Camino Magazine. Tu Camino is a spanish-language advertising and
marketing magazine based out of Orange County. They are dedicated to advertising local businesses,

events and shared the interest in Latin culture and cinema. They have agreed to offer one page of their
choice in the magazine of some of our artwork. The Newport Beach Film Festival has a demographic of
25-50 year olds that attend, and magazine readers are an older audience rather than teens, which is why
we have chosen to partner with magazines. A magazines content is more likely be trusted by the reader as
they have picked out the magazine for themselves. Because of this, readers will also spend time reading
through the advertisements and are more likely to trust their credibility. This could be very beneficial for our
target audience, because if their choice of magazine promotes the Newport Beach Film Festival, they will
be more likely to consider attending or buying a ticket.
As far, as getting nationally coverage, we wanted to focus on a smaller target media to ensure we
got all demographics needed such as the Daily Titan. The Daily Titan is the student newspaper published at
Cal State Fullerton that is dedicated to covering local and campus events. We were hoping to reach out to
a student that is part of the staff, to potentially write a feature story on our showcase. Their circulation is
4,500 copies around campus daily, but also available in an online version. The newspaper is not limited to
just students and staff on campus, because of Cal State Fullerton’s public campus, allowing more potential
readers to come across the article and driving in more ticket sales.
Cal State Fullerton also has its official radio station the Titan Radio. They take pride in moulding the
station into a creative outlet for a variety of different people. They provide a 24/7 broadcast, host events
and post online articles but expressed that their main focus is to offer students of CSUF an opportunity
express themselves. Which is why they were excited to partner with our team and Team Brazil to do a
giveaway of tickets to our showcase. Similar to the Daily Titan, being available to the public, the radio is
also open to the public and encourage people to follow their social media accounts to see all ticket
giveaways. In addition, we are striving to collaborate with radio stations within Southern California. For
example, Que Buena 105.5 Los Angeles, that claims to be the most successful radio station in Southern
California playing all the hits of Regional Mexican Music and it is the home of radio hosts Don Cheto al Aire
and "El Rey Midas of Mexican music" Pepe Garza. Currently Que Buena primarily targets the Mexican-
American community of the Los Angeles area, which is a great percentage of our target audience. Related
to magazines, a radio station also has a built-in loyal audience, where most listeners have a couple favorite
stations they tune in regularly. With radio coverage, it has the ability to market both local and national
audiences.
Next, we wanted to focus on TV media coverage, specifically Telemundo. This television network is
an American Spanish language show that is aired through NBCUniversal.. It is known to be the second
largest provider of Spanish language content nationally. Within the entertainment industry, “it’s not what you
know, it’s who know.” Thankfully one of our team members, has a family member that works for the network
and in works of having the CEO of the Newport Beach Film Festival, Gregg Schwenk televised for an
interview. It is tough to top the many advantages of television advertising. We were seeking to get live
footage on Telemundo 52, Telemundo's West Coast broadcast station to promote the showcase. At the start
of 2018, this station had the most watched local newscast in Los Angeles in any language (NBC). The
network viewers ranged from ages 18 to 54 in any language, this outlet allows us to bring awareness to
thousands of diverse people.

Through our past predecessors, we had multiple potential media partners lined-up and a few that
already agreed to work with us. Having media being the key element of how we can bring awareness to our
target audience to buy tickets, our team’s main focus was to find media that conveyed passion for Mexican
culture and cinema. Furthermore, we wanted to make it clear that for these potential partners and
supporters, that we would have the opportunity to benefit from each other. While contacting media, we
ensured that we would promote their company and events they have coming up through our social media
accounts. Some media are national, therefore they do not need us to promote but they are solely here to
support us and celebrate Mexican heritage as a whole. If that were case, and the media could bring a large
audience, as a team we would decide from our ten tickets, who we would distribute those too, given as an
incentive for them. We quickly learned there were a tremendous amount of Latin media in Southern
California, and needed to choose the media that would successfully highlight not only what the Newport
Beach Film Festival is about, but what the Mexican Spotlight has to offer for a night full of celebrating its
culture and accomplishment in cinema.

Media Strategy
Our predecessors left us with a helpful list of where to start off with our partners. This along with
what we have learned in class has us to what looks to be a successful media strategy. It does take a few
steps but the relationships we have already built are proving that our strategy is working. Getting on social
media early was an important way to create momentum for our event promotion, building a community that
is familiar with our purpose. Here is where we advertised some of our partnerships and the entertainment
we will be offering. Mariachi Divas and Dj Bebo were some of the names at the helm of this strategy. Event
marketing partnerships are crucial to our event’s success, so we needed to start reaching out to former and
potential collaborators, complementary brands, or media partners early. This was so none of our already
contacted partners were blind-sided by us contacting them and potentially new ones could be familiar with
us. Hispanic Lifestyle was one of our good new pick-ups and it is because we were in contact with them so
early on. This strategy also paid off with Tu Camino Magazine, a new partner we had our eyes on. For us,
we wanted to show why our specific night is completely novel, unique, and popular. The history,
entertainment, anniversary, possible celebrities, high-quality films, and an overall great night were our main
selling points.
Also, we didn’t want to make our partners work too hard for our partnership. Instead, we wrote
emails and social updates we wanted them to possibly use or advertise. This made it easier on them to
advertise for us and our partners had one less thing to worry about. After these emails or updates were
sent, we would check up on our partners’ vessels of communication to see if they are using our content that
was provided. We wanted this because we can control what their consumers will see and how our event is
advertised. Luckily success was found through a cycle of content creation, social promotion and
engagement, and email support. We also didn’t want to put off our followers by shoving too much content in
their faces. Suffocating our followers with advertisements is one of the last things we wanted. Instead, we
aimed for content with great value, paced and spotted at right times to keep them interested itching for
more rather than annoyed. Engaging with our followers through these channels has also helped us,
keeping them engaged with us or our partners.
Through group meetings and collaboration we agreed we needed to reach new audiences beyond
our demographic in order to find new attendees. We found the best way to do this is creating content that
our followers, customers, or fans can and want to share. This way, no matter what platform they share our
content on, our media partners can spread our material. Our strategy was that our media partners would
share our content, their followers or fans would share the content on whichever platform they prefer, and
this sharing from the customer will get our content in front of the eyes of people way outside our typical
demographic. For our consumers, we wanted to make their step as easy as possible. Our media sponsors
range in the people they appeal to so making our message simple, attractive, and entertaining was really
important to our strategy.
Just as strategic partnerships can support other efficient program components, our event’s
marketing and outreach efforts can receive a boost from organizations, utilities, finances, and other

community sources. Marketing and outreach partners can distribute materials, provide forums for our event
night to deliver its key messages, and generate social buzz around participating in the program.
As we identified and recruited marketing and outreach partners, it was important to understand what each
potential partner would gain from helping our program achieve its marketing and outreach goals, and
ensure that the partnership opportunity is clearly defined for all involved.
We feel that this event is so prominent, our sponsors needed to be of the highest quality and we
needed to offer a fantastic night. So when we were looking at possible new partners and sponsors these
were some of the things we took into account. Is there an organization or special individual we chose that
has our target audience’s attention already, making it easier for us. Other successful programs have found
that an influential person or organization already trusted by our target audience can enhance the outreach
efforts by promoting our program. We knew that strategic partner selection would help our event night build
meaningful, popular marketing and outreach partnerships. Take the following considerations into account
when brainstorming ideas for partners and evaluating their usefulness to your marketing and outreach
efforts. If we still had marketing and outreach gaps, we expanded the partner search to new organizations.
These included public, private, and nonprofit organizations with a history of collaboration and community
involvement that are likely to be trusted sources for our event’s priority target audiences. Some of the first
ideas our group had for possible new partners included civic organizations, large employers, faith-based
organizations, other Orange County or LA universities, non-profits, Mexican offices, or regional associated
organizations. We wanted these organizations’ goals and messages to align and complement ours, and
have readily available communications channels that can be used to promote our event. We felt this would
really engage the Mexican community and get them interested in us. Next, we concurred that a great next
target would be local news outlets, papers, and influencers that can help promote our event or providing
testimonials. There is a good amount of the Mexican community in Orange County and Los Angeles that
their first language is Spanish. A major priority of ours was making sure that those people, who rely on
Spanish news outlets for their information, heard about our event. They have a strong community and
heritage, we hope as many people of Mexican heritage find out about our event.
After we identified potential partners, we approached them with an offer beneficial to both of us.
Partner recruitment involves researching what marketing and outreach our partner has done, and why
getting involved in our program would be mutually beneficial. When recruiting partners we included
suggestions for what the partner organization can do for our program but also incorporated what we can
provide to the partner organization. Although there may be an abundance of Mexican organizations, we
wanted our partners to be of the highest quality and could sell tickets for us. We approached partner
organization’s directors or other professionals with an offer that shows the partnership in terms of how your
marketing relationship can support their goals, rather than just focusing on the marketing benefits your
program will gain. We suggested specific campaigns or artwork where both of us can coordinate efforts to
have success. Basically, we didn’t want to come off as being needy, more of wanting to build a relationship.
As a group, we chose this route because we didn’t want to scare off potential partners with a pitch of “hey
we need your money or page space for ticket sales”, but more of what can we do for each other. Turns out
this friendly approach worked especially with our phone calls that the group collectively put in. Sharing
information on our program with specific Mexican papers and stations, giving them early information on

event announcements in hope they would share our content more often. We made sure to promote the idea
that our event is high-quality films, amazing Mexican entertainment, music, and delicious food. If our local
Spanish television news outlet has an announcement about our event that would be a major win for us.
Ongoing communication with potential, new, or existing partners was crucial to a successful partnership in
our team’s eyes. As we discussed forming or expanding a partnership, planned regular calls or in-person
meetings with our partners to provide regular updates on partnership progress and updates.
Next, we made agreements with our new media partners. Some had not been familiar with how an
event like this works so we had to inform them and explain the process of our event. Of course, most asked
right away when tickets would be available, and we would inform them.
Establishing expectations and partnership terms early in the relationship in order to develop and maintain
productive marketing and outreach partnerships was so important to us.
We considered promoting our program in partners’ newsletters and on their websites, hoping their
members could see a direct advertisement, and working with them to find opportunities to promote our
program directly to their audiences. These kinds of things were written into our marketing and outreach
partnership agreement.

Analysis of Online/Social Media Options - External
Dj Bebo Entertainment specializes in proving different aspects of event planning including DJ, MC, up-
lighting, and photo booths. He has worked with the Mexican Spotlight in the past and is very eager to
continue the relationship. The invitation was extended to return to the 20th anniversary. He can help us by
promoting the event via social media.
● Facebook: 2,888 Followers
● Instagram: 6,253 Followers
● Twitter: 165 Followers
The two-time Grammy award winning and nine time Grammy nominated Mariachi Divas are a great
addition to the festival. Their well known name helps increase the eyes on the festival and draws people in.
Mariachi Divas have been an essential part of the festival in previous years so we were happy to extend an
invitation for them to perform at the 2019 Festival. Having them perform at our festival is a great honor as
they are a successful all female ensemble. They will help the Newport Beach Film Festival by promoting
the event on their widely followed social media.
● Twitter: 1,442 Followers
Tu Camino Magazine has the largest following on Facebook. Although they have fewer amounts of
followers on their Twitter and Instagram platforms, they are very excited about a partnership. In light of our
20th anniversary, they have offered a 1 page spread in the April edition of their print magazine as well as
social media mentions. We have asked for a minimum of six posts on each platform. They also offered
radio spots on their online radio station, which can help reach a different audience.
● Instagram: 578 Followers
UNAM Los Angeles is the Los Angeles chapter of a university from Latin America. The University’s mission
is to foster the exchange of education, science, and culture between Mexico and the United States. In light
of our 20th annual anniversary we have ask for a minimum of six posts on each platform. They have a
similar target audience as we do and will increase the reach of the event.
● Twitter: 4,802 Followers
Miniondas Magazine is known as the spokesperson for the Latino community in Southern California for
more than 43 years. They are very interested in working with the Newport Beach Film Festival again and

goes above and beyond to be a great partner. Although they don’t have a high social media following, the
benefit from their partnership comes from the publication they put in their magazine.
Para Todos Magazine is one of the largest magazines we have partnered with. The magazine reaches
400,000 people per issue and a subscription base of 5,000. They have a large following on Facebook,
Instagram, and Twitter. Due to it being the 20th anniversary we are pushing for more coverage.
● Instagram: 26.1k Followers
● Twitter: 14.4k Followers
Hispanic Lifestyle is not as big of a magazine but still has a loyal following and strong Latino roots. The
magazine has been around for almost twenty years now and consistently attracts new customers because
of the strong Latino presence in Los Angeles.
● Facebook: 8,560
● Instagram: 12.8k followers
● Twitter: 9.9k followers
Hispanic Organization of Latin Actors, or HOLA, was another one of our social media partner targets
because of who they represent and who they attract. With our specific event we thought this would be a
perfect fit as a partner.
● Facebook: 5,061
● Instagram: 8.1k followers
● Twitter: 5.6k followers

Analysis of Online/Social Media Options - Internal
The worth of accessibility across different social media platforms should be noted within the
analysis of assets and the social media marketing plan. Mexican Spotlight, independent from the whole
Newport Beach Film Fest, stands on the support of its following. The leverage Mexican Spotlight can count
on derives from the communication efforts made by predecessors and the relationships that have since
remained. The options made directly available include the support of the entire Newport Beach Film
Festival and the Latino Showcase. As internal assets, they serve as strengths and opportunities for growth.
This year our festival is celebrating its 20th anniversary. During the festivals life it has seen a shift from
focusing on print to now, the relatively new internet and social media. The audience Mexican Spotlight built
away from the internet has now moved onto different sites leading to the need of new in-house social
media coverage. Mexican spotlight does not want to lose any of its audience so it must prioritize hosting
them online.
In the process of building our marketing plan we must discuss our current audience and whether or
not it is beneficial to continue pursuing them as well as whether or not we want to move forward with a new
target audience profile as an addition. The only way to properly create your message it to, a formerly
mentioned, know you target audience and create profiles for each. Next, the approach used in the attempt
to reach the audience should be in accordance to the spotlight’s goals. A procured home within the
Newport Beach Film Fest website encourages a level of credibility and trust. When approaching an entity
whether it be a potential sponsor or the consumer public. The established baring of a website becomes
leverage against competitors who don’t have a domain. Our target market is more likely to purchase from a
festival with a website in their own name over a festival with only a sponsored blog.
Having a center point to reference will establish a cohesion across all of our platforms both on and
offline. In an effort to increase our following throughout all of or social media platforms we need to be aware
of the purpose behind our efforts across each profile. Using Facebook as a platform has lent itself to
leveraging our engagement with one of our profiled audiences. Twitter reaches our audience in a mini blog
version of a fact sheet. Every tweet can be shared, liked, and can receive a reply. This leads us to the
NBFF Mexican Instagram page where the next generation of Newport Beach Film Festival guests can be
made. All of our platforms can be used as a listening tool between our spotlight and the consumers and can
be fine-tuned with the proper use of hashtags. Hashtags can also serve as a foot into relevant
conversations that can be used as a lead into new engagement. Another form of catering to our potential
supporters is by assuring them that there is uniformity and cohesion. As stated before making all our roads
lead back to our website domain can build a community that speaks the same language. This is where
branding in form of uniformed aesthetics, layouts and fonts become minute details that that sets the tone
for the messages our festival will deliver. The goal is not to copy and paste from one outlet to the other but
to edit each attempt to better suit the receiver of the message. All, without the meaning being lost in
translation. Proper use of colloquialism can further the festivals message if delivered through the proper
medium. Where one colloquial hashtag can ignite engagement on one profile it may not cater to the

audience we host on another. Frequency of our presence can also be used as a strong leverage. The more
we are seen the more comfortable our following will feel engaging and communicating with our festival.
The focus should be to listen to our audience just as much as we speak to our audience in an effort
to prevent the miscommunication and promote better business. Studying our engagement provided by our
social media profiles has also become a tool with which we can provide our sponsors and partners an
implied guarantee that their support is mutually beneficial. The numbers reflected are interchangeably our
credentials. The better the numbers the more targeted sponsors and consumers will want to be involved
with the festival. The more the sponsor believes in our festival the more genuine their representation our
brand will come across to their audience. The engagement and marketing plan with which we approach
every relationship translates into the overall success of our Newport Beach Film Festival- Mexican
Spotlight.

Part 2: Event Description
Newport Beach Film Festival is located based out of Orange County, in the city of Newport Beach. Orange
County is known to be among one of the largest diverse populations in Southern California, which
emphasizes what the Newport Beach Film Festival is truly about. With a rate of 78.2%, Santa Ana each

year has the largest Latino community to target in order to support and attend our event, the Latin
Showcase. In order to gain a larger audience, our team focused to reach out to the Mexican-American
community to support the Mexican spotlight and potentially be attendees and supporters. Geographically
speaking, our team aimed to target the Latin community from Orange County, Los Angeles County, and
San Diego County. Due to the Mexican-American community being heavily based in Orange and Los
Angeles County, our team ended up narrowing our potential supporters, partners and sponsors to those
geographic regions, in hopes of considering being in support of the Mexican Spotlight.
This year, the Newport Beach Film Festival celebrated its 20th annual anniversary, and it is crucial that
teams understand exactly who the ideal target audience is for the night; not only dedicated to Mexico, but
for the Latin showcase as a whole. Our ideal target audience will primarily be who are identified with the
Mexican-American community throughout both Orange and Los Angeles County, but specifically Latino
organizations and individuals’ professionals between the ages 21-55 years old.
We did not limit our target audience, as our team focused on targeting secondary markets as well, such as
other organizations that have connections towards the Mexican-American community or the film festival
itself. Once we had our larger organizations intact, secondary markets were our next focus. We began to
start locally, with school organizations and associations that were offered to students related to the Latino
community. Our team reached out to school clubs that were related to art forms and films that were tailored
to the Latino community. Latin clubs and college Latino alumni associations throughout the Orange and Los
Angeles County were another great aspect for our secondary market partners. Although, these secondary
markets we not our main focus, they contributed greatly for the Mexican-American community when
reaching out to their members and media to show cultural appreciation. The Mexican Spotlight is a night of
Mexican culture to celebrate its community and success in cinema. It was important for our secondary
market to express the same gratitude, as our main goal is to celebrate what the Latino community as
achieved within film. While contacting these secondary markets, it was important for our team to
Event Location: The Triangle in Costa Mesa was the home for both locations of our event. The movie
screening was done at the Starlight Triangle Square Cinemas, and the Gala was held at TIME Nightclub.

Part 3: S.W.O.T Analysis
Strengths
● The Newport Beach Film Festival is one of the leading and largest film festivals in SoCal.
● Previous press coverage from Variety, OCWeekly, LA Weekly, Newport Beach Magazine
● Resources can be shared with other spotlight teams working on the same evening.

● There is a wide audience for this particular Mexican Spotlight. The target audience centers
between Los Angeles and Orange County area.
● Previous S/P/S are very supportive of our event. They are willing to continue their relationship with
us as long as we continue to build and maintain  
our relationship with them.
● Weekly check-ins with CEO to ensure everyone is meeting deadlines.
● CEO provides teams with previous binders to review and learn from.
● Constant communication between group members to ensure everyone is reaching out to supports,
partners, sponsors.
● Each spotlight team is provided with 10 complimentary tickets to give to VIP’s, supporters,
partners, and sponsors.
● Discount codes are released.
● Special Discount code for family and friends was provided.
Weaknesses
● Even though the Mexican American population is big in Southern California it could be a challenge
to get sponsors, partners, and supporters to get on board. Our team discovered that many of our
previous s/p/s had other festivals and activities planned beforehand.
● April 29 was a challenging date for some of our strong previous s/p/s because it was close to 5 de
Mayo where they promote and support their own businesses or support other festivals closer to
their cities. For example, 96.3 was a big account for NBFF, but this time around they kindly
declined because they were promoting a festival for their station all month long.
● The Mexican Spotlight team was not given a budget for supports, partners, and sponsors.
● Team Mexico experienced poor communication with the NBFF printing and graphics team.
● Little to no response from larger Mexican organizations.
● It was challenging to get VIP to attend our spotlight. Our team was hoping to invite Latino IG
influencers, as well as known latino individuals in the entertainment industry. Our team was hoping
by inviting influencers and well known celebrities they would attract a bigger number in attendance.
● Other team members from other spotlights might fall short during event. Make sure for next class
everyone knows their duties and follows through with their responsibilities.
Opportunities
● Potential to reach out to new sponsor, partners and supporters.
● Social Media is one of the best ways to promote the event. Promote through the account provided
for you by NBFF as well as inform s/p/s to promote for you through their own accounts.
● New media partners that are part of the latino community can help promote and expose the event
to new s/p/s as well as audience.

● Effectively use student binders as references for outreach.
Threats
● There can be other events and film festivals that are also taking place during the time of the event.
● Low responses from photographers and videographers.
● NBFF deadlines are non negotiable.
● Some sponsors did not deliver the way they said they would.
● The Latin showcase is on a Monday. People may not want to attend the event because of other
commitments that day or the following morning.
● Location might not be ideal for some people wanting to attend the event.
● People may also be interested in attending another festival around the same time.
● People may choose to attend a different spotlight event.
● Weather may be a negative factor

Part 4: Organization and Management

Event Management
Team Mexico was made up of six members including: Michelle Cisneros, Claire Conti, Monserratt Del Real,
Madison Fessia, Koby Guana, and Kristina Gonzalez. Each member was to work alongside CEO, Gregg
Schwenk. The first day that we met we were given information and tools to start building our business plan
for the upcoming showcase.
Michelle Cisneros volunteered to be team leader and she made sure everything ran smoothly with our
group. She was responsible for making sure that we stayed communicating via iMessage and met at least
once a week outside of class time. Madison Fessia volunteered to run our social media accounts. She took
over Instagram while Michelle handled Facebook as well as making sure each post also had a Spanish
translation to go along with it.
 
During the earlier weeks of the semester Michelle created a Google Doc that each member had access to.
She was kind enough to break down all of the previous supporters, partners, and sponsors for us and
provided each one of us with a list of organizations we were to reach out to. This helped tremendously
because it avoided any issues of members reaching out twice.
Kristina and Michelle worked together to reach out to Gregg whenever necessary. If any issues arose they
would reach out to Gregg and speak to him on behalf of the group. Monserratt and Madison mainly focused
on creating infographics and content to post on social media. Canva was extremely important to our team
during this process. Koby printed most of our assignments out and prepared them to be turned in to Gregg.
Each member of the Mexican Spotlight also had to reach out to supporters, partners, and sponsors that
previous years hadn’t reached out to. We constantly updated each other via text message to make sure
that another member would reach out again. Some members created successful relationships while other
members tried but did not receive a response. Each member had their own scheduled phone calls and
meetings in person with supporters, partners, and sponsors. Michelle and Madison met with Sandra
Cervantes in person over lunch to discuss the event and possible opportunities to feature the spotlight
event on her magazine, Miniondas. Cervantes was able to provide us with a front and back page spread in
Miniondas. Monserratt spoke with Carlos Barahona from the OCHCC at least twice a week via text
message. He sent out email blasts to members of the OCHCC reaching approximately 50,000 members a
week. Kristina Gonzalez luckily had a family connection to Telemundo and was fortunate enough to get the
spotlight event pre-coverage in both the morning segment and the entertainment segment on their mid
show.
As team leader, Michelle was incharge of talking to VIP’s. She booked the Mariachi Divas. She was in
constant communication with Michael Davis manager. He attended our spotlight event and NBFF opening

night. During the spotlight event she also dedicated her time to the VIP’s including Michael Davis, Fernando
Allende, Adan Allende, Mari Mediavilla, and the Consul of Mexico in Santa Ana, Mario Cuevas.
For each assignment we worked primarily together on Google Docs in order to work together
simultaneously. Although each team member had tight schedules we made sure to make ourselves
available at least once a week and always on our group chat. Our meetings usually worked best
Wednesday mornings or Thursdays before class. We tried to split the work up evenly during the entire
semester to make sure that every member carried their weight. This made it easy for each assignment to
be completed on time.
Each team member helped tremendously. We cannot stress teamwork enough. This was a very rewarding
experience and we have learned a lot. We are thankful for the opportunity we were provided with. We
appreciate the trust that was given to us by Gregg and his team. The Mexican Spotlight team is excited to
take our knowledge gained in this course to the real world. Please use your 15 weeks wisely.

Part 5: Partners, Sponsors and Supporters 
Profiles

Confirmed S/P/S 

Name of Organization: Universidad Nacional Autonoma de Mexico en Los Angeles
Website: https://unamla.org/
Contact Person: Alejandra Vega
Phone Number: (213)627-3930
Email: avega@unamla.org
Address: 634 S. Spring St. Suite 100 Los Angeles, CA
Type of Organization: University
Team contact Name/Number: Monserratt Del Real / (323)240-5157
Status: Confirmed
Description of Organization: UNAM is the largest university in Latin America and is recognized
worldwide. UNAM Los Angeles also establishes links and partnerships with universities and institutions in
California to bring community educational opportunities. Their Los Angeles locations offers Spanish courses
and even opportunities for people to practice their Spanish with other learners.
Why are we working with them?:

We are working with UNAM because their students are primarily Mexican and Mexican American. This is
the type of audience we want at our spotlight event.
Size of Organization(Readership/Membership): N/A
Geographic Reach:
Greater Los Angeles
Social Media Outreach:

We want UNAM to post about our spotlight event on their Facebook and Instagram accounts. We want
them to promote our film and encourage their members to purchase tickets to attend our spotlight.
Size of Social Media:

Facebook: 17,338 followers
Instagram:1,862 followers
Twitter: 4,803 followers

What are they doing for the event?
They are going to promote our event by sharing our graphics on their Facebook and Instagram pages.
What are we doing for them?

We are promoting their Spanish courses on our Facebook and Instagram account and including them on
our trifold.

Name of Organization: National Association of Latino Independent Producers
Website: https://www.nalip.org/
Contact Person: Mitzi Rodriguez
Phone Number: (310)-470-1061 Ext. 701
Email: mitzi.rodriguez@nalip.org
Address: 3415 South Sepulveda Blvd. Suite 1100 Los Angeles, CA 90034
Type of Organization: National Membership Organization
Team contact Name: Monserratt Del Real / (323)240-5157
Status: Confirmed
Description of Organization:
The National Association of Latino Independent Producers is a Latino and diverse media organization that
represents and addresses issues of underrepresented content creators. Their mission is to promote,
advance, and advocate for the Latino content creators.

We are working with NALIP because our spotlight event focuses on showcasing Mexican people in the film
industry. NALIP is very much involved in helping out these content creators of the Latino community. Our
spotlight event and their mission tie together.
Size of Organization(Readership/Membership):
Across United States
Geographic Reach:
Greater Los Angeles Area

We would like our event to be promoted to all of their members and to their followers on their social media
pages.

Instagram: 6,492 followers
Twitter:8,506 followers

We want them to promote our spotlight event on their social media pages and via email to their members.

We can help promote their Latino Media Market to our followers and include them on our trifold.

Name of Organization: UCI Chicano/ Latino Studies Program
Website: https://www.chicanolatinostudies.uci.edu/contact.php
Contact Person: Debora Michel (Department Manager)
Email: dmichel@uci.edu
Address: University of California Irvine, Irvine, CA 92697
Type of Organization: University
Status: Confirmed
The Department of Chicano/Latino Studies at UCI is a program designed to provide students with an
opportunity to examine the historical and contemporary experiences of Chicanos and Latinos in the United
States.

We want to work with this organization because UCI is a school close to Newport and students may be
attracted to attending this event because it is something they are interested in.
Geographic Reach: Orange County

We want to be promoted on their social media pages by sharing our event, links, and graphics on their
social media platforms.

Facebook: 527 followers
Instagram: 656 followers
Twitter: N/A

The department manager of the UCI Chicano/Latino Studies department will share our graphics to the
Latino organizations on campus. These organizations will share our graphics with students on campus to
promote our spotlight event.

Debora has asked for nothing in return.

Name of Organization: Northgate Gonzalez Market
Website: https://www.northgatemarket.com/
Contact Person: Teresa Anaya
Email: teresa.anaya@northgatemarkets.com
Address: 1201 N Magnolia Ave. Anaheim, CA 92801
Type of Organization: Mexican Market
Status: Confirmed - Gregg and team took over account
Northgate Market is a Mexican market with authentic Mexican food that has stores across Southern
California.

We hope to work with Northgate Market because they cater to the Mexican community. The majority of
Northgate’s customers are the prime audience that we are trying to attract into attending our spotlight
event.
Size of Organization (Readership/Membership): N/A
Geographic Reach:
Their stores cover the greater Los Angeles area and go as far as Chula Vista.

We want to have Northgate Market post about our spotlight event on their Facebook account. The majority
of their customers are middle/older aged and prefer Facebook over other social media.

Instagram: 11.3k followers

We want Northgate to promote our spotlight event on their Facebook page.

TBD by Gregg.
Name of Organization: Orange County Hispanic Chamber of Commerce

Website: www.ochcc.org
Contact Person: Carlos Barahona
Email: carlosb@ochcc.com
Address: 1 Banting Suite A, Irvine, CA 92618
Type of Organization: Chamber of Commerce
Status: Confirmed
The Orange County Hispanic Chamber of Commerce represents the interests of and provides access to
Orange County’s Hispanic-owned businesses. The OCHCC helps create a better image, understanding,
and appreciation of the importance of the Hispanic market. They support the development of these
businesses by providing opportunities for networking, legislative advocacy, access to capital, education and
training programs. They want to participate as partners in support of social, cultural and legislative
programs which are designed to enhance the quality of life of the Hispanic community.

We want to work with the OCHCC because we want their support. We want their Hispanic members to
attend our event.
Geographic Reach:
Orange County

We want them to promote our spotlight event on their social media and email their members about our
event.

Instagram: 530 followers

They will be sharing our spotlight event on their social media and will also be featuring the Mexican
spotlight on their website for their members and people interested in joining the OCHCC about our event.

They will be featured on our trifold.
Name of Organization: Telemundo Noticias

Website:www.telemundo.com
Contact Person: Engracia Bastidas
Email: Engracia.Bastidas@nbcuni.com
Address: 3000 W. Alameda Ave, Burbank, CA 91523
Type of organization: Spanish Television Broadcasting program

Team contact name/#: Kristina Gonzalez / 909.674.48.54
Status: Confirmed
Description of Organization: Telemundo is a Spanish speaking television network through NBC

Universal. It is the second largest provider of Spanish language content, with programming syndicated
worldwide to more than 100 countries in over 35 languages. Telemundo broadcast programs and original
content aimed at Latino audiences in the U.S and worldwide. Their station offers news programming,
telenovelas, sports, reality television and film that are either imported or dubbed.
Why are we working with them They are the second largest provider to the Latino community.
Size of Organization: Across the United states/ The Fastest Growing TV Network in the United States
Geographic Reach: United States
Social Media Outreach: We plan for Telemundo to cover our spotlight on the day of the event and do pre-
coverage for our spotlight to get ticket sales.

· Facebook: 13,348,353 likes/ 13,877,652 followers
· Twitter: 2.7 million followers
· Instagram: 750 K followers
What are they doing for the event? Pre-coverage for ticket sales and coming out to cover our Latino
spotlight on the day of the event.
What are we doing for them? Add them to our Press release and trifold

Name of Organization: (HOLA) Hispanic Organization of Latin Actors
Website: www.hellohola.org
Contact Person: Monica
Phone #: (212)253-1015
Email: holagram@hellohola.org / monica@hellohola.org
Address: 107 Suffolk Street, Suite 302 New York, NY 10002
Type of organization: Non-Profit Organization
Team contact name/#: Kristina Gonzalez 909.674.4854
Status: Confirmed.

Description of Organization: HOLA is a membership organization, a not-for-profit arts service
organization that offers jobs and casting opportunities, workshops and seminars and special events to its
membership. Ultimately, HOLA strives for an accurate, informed and non-stereotyped portrayal of Hispanic
culture, people and heritage in theatre, film, television, radio, and commercials.
Why are we working with them? They have a shared interest in the culture and Latin cinema. With their
help, we can reach potential audiences across the country.
Size of Organization: They have members throughout the United States.
Geographic Reach: United States.
Social Media Outreach: We plan for HOLA share event info, links, and discount code on all social media.

● Facebook: 5,448 followers / 5,319 likes
● Twitter: 2,014 followers
● Instagram: N/A

● Adding our event to their monthly press release
● Promoting the Mexican Spotlight across all social media.

Provide them a discount code for their followers
Include them in our Trifold
Promote our partnership across all of the Mexican Spotlight social media.

Name of Organization: El Aviso Magazine
Website: https://elaviso.com/
Contact Person: Maria A. Zepeda-Eulloqui
Phone Number: 323-586-9199
Email: mzepeda@elaviso.com
Address: 4850 Gage Ave, Bell, CA 90201
Type of Organization: Print Media
Team contact Name/Number: Michelle Cisneros / (714)9435219
Status: Confirmed
Description of Organization: El Aviso Magazine is an award winning Spanish language weekly

publication. El Aviso was established in 1988 and offers Social & Political, Health & Welfare, General
Cultural, Motivational, Family, Entertainment and Personal Article.The Magazine can be found in over 9000
points of distribution within 136 Cities.

Their Hispanic outreach is prominent in the Orange County, Inland Empire, and Los Angeles regions and
their magazines are free so more people are exposed to their print

601k readership
Geographic Reach:
Orange County, Inland Empire, and Los Angeles regions

We want El Aviso to post about our spotlight event and promote our ticket sales on their Facebook, Twitter,
and Instagram accounts.

Facebook: 186k followers
Instagram:3,376 followers

They are going to promote our event by sharing our graphics on their Facebook and Instagram pages as
well as printing our flyer in their magazine.

We are Including El Aviso in our trifold the evening of our event
Provide access to our red carpet
Acknowledging our partnership on the Mexican spotlight Facebook,Twitter, and
Instagram accounts

Name of Organization: Michael Davis/ YEE & DUBIN SPORTS
Website: https://www.chargers.com/team/players-roster/michael-davis/ https://www.instagram.com/
mikeyquince/
Contact Person: Shantal Lamelas

Phone Number: 213-892-7420
Email: shantal@yeedubin.com
Address: 725 S. Figueroa Street, Suite 3085 Los Angeles, CA 90017-5430
Type of Organization: athlete/influencer - sports management
Team contact Name/Number: Michelle Cisneros / 714-943-5219
Status: Confirmed
Michael Davis is an South California based American Football player .
YEE & DUBIN Sports is a sports management and consulting firm located in downtown Los Angeles.

Michael Davis is a prominent social media figure as well as very proud Mexican American football player
and is managed by Yee & Dubins sports. He will bring in a male demographic because of his football career
and a female demographic because of his social media following.
N/A

Geographic Reach:
Charger football fans across California and beyond

We want Michael Davis to post about our spotlight event and promote our ticket sales on his Twitter, and
Instagram accounts. As well as walk our red-carpet night of spotlight

Facebook: N/A
Twitter: 703 followers

Walk our red carpet during the grand opening and Mexican spotlight

• Acknowledge his attendance across all mexican spotlight
• Social media accounts (ig,facebook,twitter) prior to event date
• Provide latino media partner coverage upon his red carpet arrival
• Provide access to film screening and time nightclub celebration
• Provide ticket for mr davis’ guest (upon request)

Name of Organization: Mariachi Divas
Website: https://www.mariachidivas.com/
Contact Person: Evelyn Alcantara
Email: alcantarabusiness@gmail.com
Address: N/A
Type of Organization: Entertainment group
Team contact Name/Number: Michelle Cisneros / (714)9435219
Status: Confirmed
Description of Organization: Founded in 1999 by trumpet player Cindy Shea. They are Two Time
Grammy Award Winning and a multicultural, all-female ensemble. Since 2003, Mariachi Divas has been the
official mariachi of the Disneyland Resort. Their music can be found in films, music videos, Hallmark
greeting cards, and movie soundtracks a well as touring across the United States and Mexico. They’ve also
performed at our festival in the past.

Their Hispanic outreach is prominent across America and Mexico and will bring the demographics to our
festival.
N/A
Geographic Reach:
America and Mexico

We want Mariachi Divas to perform during our festival and post about our spotlight event and promote our
ticket sales on their Facebook, Twitter, and Instagram accounts.

Facebook: 26.9k followers

They are going to promote our event by sharing our graphics on their Facebook and Instagram pages as
well as performing at our spotlight

· We are Including mariachi divas in our trifold the evening of our event
· Provide access to our red carpet
· Acknowledging our partnership on the Mexican spotlight Facebook, Twitter, and Instagram accounts
Name of Organization: Miniondas Magazine

Website: http://miniondas.com // www.sandracervantes.com
Contact Person: Sandra Cervantes
Phone Number: (949) 283-2216
Email: sandracervantesteam@gmail.com
Address: 4000 Barranca Parkway, Suite 250, Irvine, CA 92604
Type of Organization: Magazine/ Newspaper/ Real Estate
Team contact Name/Number: Madison Fessia / (619) 942-6890 / Michelle Cisneros / (714) 943-5219
Status: Confirmed
Description of Organization: Miniondas Magazine is known as the spokesperson for the Latino
community in Southern California for more than 43 years.
Why are we working with them?: They have a strong Hispanic following in Orange County given that
their publication is in Spanish. They participate in a lot of events and the owner is well connected and very
willing to work with us.
Size of Organization(Readership/Membership): Unknown
Geographic Reach:
Orange County, United States, Mexico
Social Media Outreach: Miniondas has agreed to share posts on all of their social media platforms on
multiple different dates.

Facebook: 1,714 Followers
Instagram: 1,167 Followers
Twitter: 805 Followers
What are they doing for the event? They created a full page spread that appeared on the back cover of
their magazine as well as a picture on the front cover. They will promote the event via social media and
attend the event as media on the red carpet.

Promote partnership, offer tickets and discount code, use logo or name in NBFF materials

Name of Organization: Art Serna Photography and Videography
Website: https://www.youtube.com/channel/UC2VG0l7aPod2sxRF3lrAWgA // https://vimeo.com/artserna
Contact Person: Art Serna
Phone Number: N/A
Email: artserna@fullerton.edu
Address: N/A
Type of Organization: Individual freelance photographer/ videographer
Team contact Name/Number: Madison Fessia // (619) 942-6890
Status: Confirmed
An individual who is the full time Design Coordinator for ASI at CSUF. He is a hispanic male who does
amazing photography and videography.

To have quality pictures and videos of the event.
Geographic Reach:
CSUF, Orange County

N/A

N/A

Art Serna will be taking pictures and video at the Latino Spotlight event.

Allowing access to the red carpet and event.
Name of Organization: Dj Bebo Entertainment

Website: http://www.djbeboentertainment.com

Contact Person: Luis Nava
Phone #: (714) 656-6547
Email: booking@djbeboentertainment.com
Address: Orange County
Type of Organization: Entertainment
Team contact name/#: Claire Conti, (714) 475-8133 / Kristina Gonzalez, 909.674.4854
Status: Confirmed
Description of Organization: DJ Bebo Entertainment specializes in many different aspects of event

planning and live DJ, MC, Uplighting, Photo Booths. Luis N has been a Disk Jockey in Southern California
for the past 9 years and has dj over 300 events.
Why are we working with them?

DJ Bebo Entertainment has plenty of experience in the industry and worked with the NBFF Mexican
Spotlight for previous years. We think that he could be a good addition to our team again this year.
Size of Organization:
N/A
Geographic Reach:
Southern California

DJ Bebo Entertainment will share the Mexican spotlight on their social media.
Size of Media Outreach:

● Facebook: 2,883 following, 2,873 likes
● Twitter: 165 followers
● Instagram: 6,253 followers

● Will be DJing at the event at a pro bono rate.
● Will be promoting our event on social media.

● Make an announcement that we’re working with DJ Bebo Entertainment for the Mexican
Spotlight on Team Mexico’s Instagram/Facebook/Twitter page.
● Make a placement for DJ Bebo Entertainment on the NBFF trifold.

Name of Organization: Latino Business Student Association of CSUF
Website: http://www.lbsafullerton.org/
Contact Person: Jorge Ramos
Phone Number: (619) 753 4742

Email: lbsacsuf@gmail.com
Address: California State University Fullerton
Type of Organization: Association /Organization
Team contact Name/Number: Koby Gauna / (310) 569 2565
Status: Confirmed
Description of Organization: School program that focuses on the success of Latino Business students
who attend Cal State Fullerton and support them after they have graduated. This program also helps
students and alumni find jobs in their field after graduating.
Why are we working with them?: They have a strong Hispanic following on campus and is one of the
biggest Latino groups at CSUF. We believe this relationship is not only important for this year but for future
years to come as well.
Size of Organization(Readership/Membership): Unknown
Geographic Reach:
Orange County, United States, Mexico
Social Media Outreach: The Latino Business Student Association of CSUF has agreed to inform their
members of our event at their meetings and share our event information throughout their social media
accounts.

Facebook: 1,006 Followers
Instagram: 994 Followers
Twitter: 605 Followers
What are they doing for the event? The association President has weekly meetings with other small and
large businesses and has agreed to share our spotlight information. Most of the businesses are also Latino
based but not strictly all of them.

Offer tickets and discount code, cross promotion, promote relationship


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Page 1 | Team Mexico

Meet the Team! 3

Part 2: Event Description 38

Part 3: S.W.O.T Analysis 40

Part 4: Organization and Management 43

Part 5: Partners, Sponsors and Supporters

Part 6: Overview of Event 119

Part 7: Timeline 127

Part 8: Location Selection 130

Part 9: Financial Proforma 135

Part 10: Appendix 137

Part 11: Message To Team Mexico Fall 2019 146

Page 2 | Team Mexico

Page 3 | Team Mexico

Page 4 | Team Mexico

Page 5 | Team Mexico

Page 7 | Team Mexico

Facebook: Claire Conti, https://www.facebook.com/claire.conti3

Page 8 | Team Mexico

● Training and supervision

● Change of all the visual displays in the clothing department

Shift Lead November 2014- September 2017

● Ensuring great customer service to each and every customer

Page 9 | Team Mexico

● Entertainment and Tourism Club Fall 2017- Present

Page 10 | Team Mexico

Page 11 | Team Mexico

Page 12 | Team Mexico

Page 14 | Team Mexico

Page 15 | Team Mexico

Page 16 | Team Mexico

Page 18 | Team Mexico

Page 19 | Team Mexico

Redondo Sunset Baseball Academy

California State University Communications B.A. Class of 2019

Newport Beach Film Festival Intern 2019

Page 20 | Team Mexico

Page 21 | Team Mexico

You can follow her on Instagram and Twitter @giantswan5

Page 22 | Team Mexico

Page 24 | Team Mexico

Page 25 | Team Mexico

Page 26 | Team Mexico

Page 27 | Team Mexico

Page 28 | Team Mexico

Page 29 | Team Mexico

Page 30 | Team Mexico

Page 31 | Team Mexico

Page 32 | Team Mexico

Page 33 | Team Mexico

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Page 35 | Team Mexico

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Page 40 | Team Mexico

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Page 46 | Team Mexico

Part 5: Partners, Sponsors and Supporters 