You don’t need to have millions of followers to be an influencer. Micro-influencers are a burgeoning, and accessible new segment of social media marketing.
Micro-influencers are social media content creators who have engaged followers, built-in credibility and a strong sales power attractive to consumer and service brand, and Latinx influencers are an increasingly important part of this wave of sought-after product endorsers.
Congratulations to CoNecs N.A. Senior Vice President & Chief Operating Officer, Jason Coochwytewa, who was recently named to the Grand Canyon Association (GCA) national board. GCA is the official non-profit partner of the Grand Canyon National Park, which will be celebrating its centennial in 2019.
Achieve60AZ is an alliance of over 70 organizations working toward Arizona’s statewide attainment goal: 60 percent of Arizona adults holding a postsecondary degree or certificate by 2030. Arizona was recently awarded a two-year investment grant from the Western Interstate Commission for Higher Education and the Lumina Foundation. The grant is focused on closing the attainment gap for Latino and Native American students, groups that are statistically less likely to hold postsecondary degrees. Rachel Yanof, Executive Director of Achieve60AZ, said regarding the grant, “This gives us an opportunity to say, with a hyper-focused look, ‘How do we best move the needle on post-secondary attainment for these groups?’” Listen to Achieve60AZ's interview with KTAR News that CoNecs N.A. helped coordinate here.
University of Arizona student Kara Dunn made international headlines after becoming paralyzed with a rare neurological condition while on vacation in Spain. Doctors in the U.S. and Spain were able to diagnose her with Guillain-Barré Syndrome, a rare disorder that causes the body’s immune system to attack the nerves. Dunn’s family worked tirelessly to bring her home, where she would receive the best care. “We wanted to bring Kara home as soon as possible but we first needed to make sure she would be transferred to the hospital most experienced in treating neurological conditions,” said her brother Ryan, a medical student at Mayo Clinic. “We contacted Barrow and they helped us make the arrangements for her to receive care at the renowned institute." Kara was airlifted home, and after three weeks of intensive neuro-rehabilitation under the care of Dr. Christina Kwasnica at Barrow, she will be discharged from the hospital. She has regained movement, and has begun to walk, and is expected to make a full recovery.
During the week of July 9-13, Mercy Care hosted the Week of Mercy, where nearly 263 employees participated in volunteer projects benefitting the greater Arizona community. The purpose of Week of Mercy was to celebrate the merger of Mercy Care Plan and Mercy Maricopa Integrated Care to form Mercy Care. They partnered with several non-profit organizations in Maricopa, Pima, Pinal, and Gila counties. In addition to the volunteer projects, Mercy Care provided educational resources to the community through tabling at various locations, and provided training sessions to their providers, employees, and members. To amplify the Week of Mercy and to inspire others to get involved, Mercy Care launched a social media campaign utilizing Facebook, Twitter, Instagram and LinkedIn to engage with partners, providers, employees, and the general community. The ask was simple: Get involved in your community, whether donating books at a public library, volunteering your time at a local food back, or performing a simple act of kindness. A couple of CoNecs N.A. team members where inspired to do just that, and donated their time working along with several Mercy Care volunteers in painting, organizing school supplies and setting up classrooms at Madrid Neighborhood School during Week of Mercy. Compassion is at the heart of Mercy Care—it’s who they are and their purpose behind everything they do. To learn more about Mercy Care, visit www.MercyCareAZ.org.
By Ana Pereira, CoNecs N.A. VP of Client Services
Arizona seems to be leaving behind the days of a general market vs. Hispanic market rate card, especially when it comes to television. English and Spanish language stations are no longer competing in separate races. During this year’s Nielsen May sweeps period, KTVW scored the coveted #1 spot for the 5pm news, with 18,000 adults 25-54 watching their newscasts. When it comes to total viewership in the same demographic category, Univision’s KTVW is tied at 13% with the four major affiliates in the market: KNXV (ABC), KPNX (NBC), KPHO (CBS), and KSAZ (FOX). The results are not exclusive to this year’s May sweeps period. More often than not, we see local Spanish language affiliates at the top viewership spots, regardless of language. It is time to rethink the concept of general vs. Hispanic markets and start thinking of one multicultural market.
We were happy to assist our client Recyclebank in filming a segment for ABC15 this month. Recyclebank’s local recycling expert, Daniela Ajaime, taught audiences how to make several craft projects out of the used school supplies that kids bring back home once school is out. The projects included a suncatcher made from crayon shavings, a mini notebook made from leftover paper, and a clipboard with a pocket made from an old binder cover.
Arizona Mining recently released the ASU W.P. Carey Economic Impact Report, demonstrating that the Hermosa Project will have an impact on Arizona’s economy of $21.3 billion in GDP growth, and create more than 3,000 new, quality jobs in southeastern Arizona. The report was distributed to more than 400,000 households, and included voices of support from government, business, education, and community leaders. In addition, Arizona Mining’s report was highlighted at this year’s Arizona-Mexico Commission meeting, where we celebrated the North American impact of the project.
Marisol Peláez, CoNecs N.A.'s Director of PR, has received the CMC Rising Stars Award. This is the Hispanic marketing and PR industry’s premier award for outstanding advertising professionals age 35 and under. The award recognizes young professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel. Felicidades Marisol!
People are taking notice of CoNecs N.A. and our outstanding team of professionals. Recently VoyagePhoenix profiled Managing Partner Lisa Urias. In the interview, Lisa discussed her background, the importance of multi-cultural marketing, and creating authentic brands. She also talked about what sets CoNecs N.A. apart, and the connection with Molera Alvarez. The story was published digitally on May 17. To read it, and to find out more about what we love in Phoenix, click here.
by Ana Pereira, CoNecs N.A. VP of Client Services
Forget the stereotypical Latina in rolos and bata of yesteryear. Latinas today are more in line with a modern version of Superwoman. She wears a suit in the boardroom, changes into sneakers for futbol practice, and puts on glasses to read a bilingual book to her kids. As a brand management and communications agency with deep roots in multicultural markets, CoNecs N.A. has seen first-hand the evolution of Latinas at home and in the workplace. We see it in a variety of market and consumer trends research, and in our offices. Our Managing Partner, Lisa Urias; our Manager of Business Operations, three out of five Vice Presidents; and our Director of PR are Latinas who are excelling in their careers. As reflected in the 18th Annual Hispanic Opinion Tracker by People en Español and Meredith Corporation, Latinas don’t find it necessary to conform to traditional gender roles, and are morphing into professionally-driven, well-rounded women. Latinas are raising families, excelling in the workplace, and influencing change in their communities.
Recently CoNecs N.A. worked with Mercy Care Plan and Mercy Maricopa Integrated Care on the rollout of their new brand: Mercy Care. The campaign launched in Maricopa County on June 1, and will include phase 2 of the Mercy Care Advantage campaign (phase 1 ran in Pima County November 2017 through January 2018), and the launch of the new brand. The Mercy Care Advantage campaign will appear in English and Spanish in digital, print and television media, as well as on Spanish radio. The brand rollout will be in English and Spanish for both out-of-home advertising, such as billboards and bus stop signage, and in print. The new logo, designed by CoNecs, will launch July 1, so stay tuned.
CoNecs North America is pleased to be the agency of record for NCLR, the nation's largest Latino civil rights and public policy advocacy group, on public and community relations leading up to and during their national convention in Phoenix. This year marked the organization's 49th anniversary and return to Phoenix. More than 5,000 people came to the Phoenix Convention Center with major brands represented as sponsors.
CoNecs North America was pleased to support NCLR in coordinating local, national and international media on all activities, speakers and events including their rebrand to UNIDOS US.
The renegotiation of the North American Free Trade Agreement (NAFTA) has major implications for Arizona’s economy, with NAFTA partners Mexico and Canada being the state’s top trade partners. Molera Alvarez V.P. of Global Affairs and General Counsel James Ahlers appeared on Arizona Horizon in July to discuss the recently released NAFTA renegotiation objectives of the Unites States Trade Representative. James addressed the necessary modernization of NAFTA with respect to intellectual property provisions, misconceptions about the trade deficit, and the importance of the broader U.S. relationship with its neighboring countries.
It has been a busy month at CoNecs North America. Here is the latest staff news:
Jaime Molera, Partner, was recently named one of the top go-to people for education in Arizona by the Phoenix Business Journal.
Lorna Romero, Vice President of Public Relations and Policy, was recently named to the Board of Directors for Teach for America.
Lisa Urias, Managing Partner, was recently appointed to the boards of both Greater Phoenix Leadership and National Bank of Arizona.
Ruben Alvarez, Partner, conducted another successful trade mission to Mexico with the CoNecs North America political lobbying arm of Molera Alvarez. The work of the team in Mexico continues to support the importance of NAFTA and Arizona's largest trading partner.
CoNecs welcomes Ana Pereira as the new Vice President of Account Services to the team. Ana, a former public relations professional for U.S. Senator John McCain, is a wonderful addition to the team. Welcome Ana!