Working in teams as competing, fully functioning “communications firms,” students take this practicum in their final semester to work on a real-life project: an integrated marketing communications campaign for a corporation using an actual client (selected and coordinated by the instructor) with a budget, access/final presentation and pitch to the client. I took this course alongside two other courses for my final semester in the program.

1. R O U N D T A B L E
P R O P O S A L
PREPARED FOR

2. W E A R E
R O U N D T A B L E

3. E X P E R T I S E
BRAND STRATEGY & STORYTELLING
CORPORATE COMMUNICATIONS
RESEARCH & ANALYSIS
CONSUMER MARKETING
DIGITAL & MOBILE MARKETING
CREATIVE SERVICES

4. T H E T E A M

5. C L I E N T S

6. C H A L L E N G E
Univision Communications Inc. is among the top-five networks in the
U.S. but isn't seen as such by advertisers. At the same time, we need to
excite and re-energize the sales team.

7. S T R E N G T H S

8. W E A K N E S S E S

9. O P P O R T U N I T Y

10. T H R E A T

11. O B J E C T I V E S
ACTIVATE FIRST-TIME ADVERTISERS
CONVINCE MARKETERS THAT UCI IS
ESSENTIAL TO THEIR MARKETING STRATEGY

12. A U D I E N C E
U.S. MARKETERS UCI SALES FORCE

13. U.S. MARKETERS

14. UCI SALES FORCE

15. 53M

16. P E R C E P T I O N

17. R E A L I T Y
44%U.S. HISPANICS PREFER TO COMMUNICATE
IN "ONLY SPANISH" OR "MOSTLY SPANISH"
SIMMONS NATIONAL HISPANIC CONSUMER STUDY, 2013

18. R E A L I T Y
NIELSEN, STATE OF THE HISPANIC CONSUMER: THE HISPANIC MARKET IMPERATIVE, 2012
23,000,000

19. An English-language broadcast campaign in primetime only
reaches 19% of Spanish-language dominant Hispanics vs.
80% for a Spanish-language campaign.

20. Advertisers who translate English ads into
Spanish receive an increase in general recall
among Hispanics when compared to general
market English-language commercials.
- Nielsen

21. While Hispanics do consume English-language
media, Spanish-language media holds the key
to connecting with the greatest number of
Hispanic consumers most effectively.
- Nielsen

22. B U Y I N G
P O W E R
NIELSEN, STATE OF THE HISPANIC CONSUMER: THE HISPANIC MARKET IMPERATIVE, 2012
$52
$47
Hispanic
Spanish Preferred
White
Non - Hispanic

23. BILLIONS
BUYING POWER

24. Our story is
THROUGH THE LENS OF THE CONSUMER.
told best
- Yvette Baez, Vice President Partner Solutions, UCI

26. - Pew Hispanic Center
63% of Hispanics
say they most often
use the name of
their family’s country
of origin to describe
themselves.

27. 61%
of Spanish-dominant
Hispanics consider
themselves very different
from typical Americans.
- Pew Hispanic Center

28. SPANISH-LANGUAGE
DOMINANT HOMES
VIEWED 78% OF TV IN SPANISH
- Nielsen

29. 95% of Hispanic adults believe it is
important for future generations of
Hispanics in the U.S. to be able to
speak Spanish.
- Pew Hispanic Center

30. 67% of the Spanish-language
TV viewing market is
dominated by UCI.

31. H E A R T

32. CAMPAIGN IDEA

33. I M A G I N E A W O R L D

45. M E D I A
P L A N

48. 60%OFMARKETERSBELIEVE
THATEMAILISACRITICALENABLER
OFPRODUCTSANDSERVICES
Sales Force Marketing, 2015 State of Marketing

50. E N G A G I N G
E M P L O Y E E S

51. soevenifthesalesforceisjustsellingviewers,being
passionateaboutthatinitselfwillspreadlikewildfireamong
employees.
- Sales Representative from Competitor Network

53. M E A S U R I N G
S U C C E S S
Unique website visitors and
social media engagement
Media coverage and impressions
Marketing Event Attendance

54. M E A S U R I N G
S U C C E S S
RFPs by Qualified Prospects
Sales Force Effectiveness
Conversion Rate/Closing percentage

55. I M A G I N E A W O R L D

56. T H A N K
Y O U