Multicultural Advertising Campaign

  • Welcome to the Family
  • Welcome to the Family
  • Welcome to the Family
  • Welcome to the Family
West Pasco Family Dental

Pasco, WA

Date
Category
Direct Marketing, Integrated Campaign, Media, Print, Radio, West Pasco Family Dental
About This Project

Integrated Mulitcultural Campaign

Objective:

Grow patient patient count with a campaign targeted directly to the Latino population of Tri-Cities, WA. The most current census data shows that the Latino/Hispanic population in Pasco is nearing 60%. Our goal: grow the West Pasco Family Dental practice by bringing in new patients who identify as Latino. There are currently few offices in the Tri-Cities, WA area who attempt to advertise or market to this growing demographic, and studies shows that advertising/marketing is five times more persuasive when done in Spanish. Even though many of the younger generation Latinos speak English (and most speak in a hybrid known colloquially as Spanglish), many still consume Spanish-based media. So, we set out to find the best channels to connect with our demographic. We would, in our advertising, put Dr. Lopez front and center, with his family, communicating at every touchpoint the strong family core value he our client shares with his community.