About MAYA

The groundbreaking multicultural marketing agency, MAYA connects its clients with diverse audiences through creative marketing. Our

services include Advertising, Public Relations and Interactive.

About MAYA

Detailed ServicesAs multicultural marketing experts—at times geeks or nerds,

we reach segmented audiences in English or Spanish—sometimes in Spanglish. We are creative and always find innovative and effective ways to communicate

your message and connect you with your audience.

Public RelationsResearch-based strategiesCommunication plansMedia relationsGraphic designIllustrations and animationsGrassroots marketingSocial marketingCommunity outreachPartnership developmentCelebrity recruitmentOutreach materialsPublic service announcements (PSAs)Event planning and management

AdvertisingResearch-based strategiesBrand developmentGraphic designIllustrations and animationsMedia planning and buyingTV spot (animation and film)Radio spotsPrint adsOutdoor adsOnline adsCreative copywriting

InteractiveResearch-based strategiesWeb marketingMobile marketingSocial media and networkingWeb site design and developmentE-outreach materialsAnimations and games508 compliance

Case Studies

Free Application For Federal Student AID (FAFSA)U.S. Department of Education

Background: MAYA launched a grassroots marketing campaign in Long Beach, Calif. to increaseawareness about the Free Application for Federal Student Aid (FAFSA) to Latino high schoolstudents and their parents. This pilot program, designed to serve as a best practice model, engagedcommunity involvement to help financially underprivileged students pursue higher education. Thecampaign’s focus was to inform low-income, minority and first-generation students about the fullrange of student aid available to them for education and training beyond high school.

Objectives: - Increase the number of applications filed for Federal Student Aid in Long Beach, Calif.- Recruit volunteers to assist with one-on-one support in filling out the applications during the

2008-2009 academic year- Develop a replicable and sustainable strategy for grassroots outreach and marketing

MAYA’s Solution: MAYA concentrated on recruiting and motivating Eligible Hispanic students toview technical training and higher education as a means to achieve success. MAYA executed anintegrated marketing Campaign targeting young people and stakeholders designed toincrease student applications filed by Hispanic students from Long Beach during the 2008-2009academic year to at least 3,000 by March 2, 2009. This effort consisted of targeting students andtheir families (Hispanics in the Long Beach, Calif., region), as well as community organizationsthrough extensive publicity, grassroots and partnership activities.

Partnership Development: Believing that strategic partnerships wereFAFSA’s inroad to reach youth and parents, MAYA developed the conceptof “trusted centers,” where nonprofit organizations would become a safehaven to assist students and parents in filling out the FAFSA. FederalStudent Aid trained volunteers in sessions that MAYA planned andcoordinated in Long Beach in January 2009.

Publicity Events: MAYA launched the campaign by staging a Summit thatbrought partners, teachers, non-profit organizations, parents and studentstogether to help raise awareness about the FAFSA. This included enlistingspeakers from Federal Student Aid, Macro International and the LongBeach community to provide program information about how the FAFSAcould benefit the Long Beach community. The Summit also included a Webtour of new additions to the FAFSA, as well as a forum led by MAYA whereselected panelists discussed their experiences with the FAFSA.

Publicity Activities: In addition, MAYA promoted the trusted centersthrough the circulation of advertising materials in the school system andaround Long Beach. Nine trusted centers, including several high schools,had volunteers trained to help students. As the application deadline ofMarch 2 approached, MAYA engaged in more guerrilla marketing activitiesto raise awareness of FAFSA. This involved recruiting “street teams” topromote the FAFSA in swap meets, churches and shopping centers, anddisplay large banners and life-size surfboards to garner attention of theFAFSA while inciting the interest of Hispanic students and their families.

FAFSA Latino Summit

FAFSA Surfboard

PoP and Postcard

Results: The attendance goal for the Summit was 30 but almost double,56, community members participated. MAYA secured media coverage fromTelemundo, a Spanish language television network that reported on theSummit and its objectives. The Long Beach FAFSA initiative has sincereceived coverage in the Long Beach Press-Telegram, the Grunion Gazettein Long Beach, the Catalina Islander and the Avalon Bay News on CatalinaIsland.

MAYA’s campaign for the Long Beach FAFSA initiative also created strong,long-lasting partnerships with Academic UpRise, Centro CHA, the LongBeach Unified School District and the Mayor of Long Beach. Thesepartners were provided material to conduct their own outreach activities tofurther enhance the awareness of the FAFSA in and around Long Beach.

In April 2009, Federal Student Aid released confirmation that the number ofLong Beach students applying for federal student aid increased by 49 percent over last year. Last year, 2,155 seniors completed the FAFSA and this year’s numbers totaled 3,215. Additionally, Long Beach seniors earned $40 million in scholarships and other financial aid this year, breaking last year’s record by $8million. The Long Beach FAFSA Initiative was able to surpass the goals set, which is a result of carefully planned strategies and timely execution.

Department of Health and Human Services, Office of Child Support Enforcement

Background: The Office of Child Support Enforcement (OCSE) is responsible for collecting funds from fathers and mothers on behalf of the eligible custodial parents. Although the overall rate of child support collections has been increasing there has been persistent disparity in program performance between the Hispanic population and others. A major challenge for all Child Support Enforcement (CSE) offices is the ethnic minority customer’s distrust of government and significant fears that affect their response to law enforcement and government in general. State offices are experiencing diminished funding while case loads are growing.

Project/Campaign Description – Phase I: MAYA was tasked to develop effective/realistic research-based outreach strategies, including a user-friendly “how-to handbook” to improve outcomes. In keeping with OCSE’s belief that program performance can be enhanced through effective collaborative community-based strategies and sustained outreach efforts, MAYA conducted research on how to best improve access to state child support services by Community-based Organizations (CBOs) and Hispanic communities. Our research included an environmental scan of child support material; media and community-based interviews; and focus groups with Hispanic custodial parents. Our findings formed the foundation of our recommendation to produce a Web-based marketing tool kit with downloadable products in Spanish, including brochures, posters, public service announcements and training materials.

Project/Campaign Description – Phase II: Conclusions from Phase I research, which included an environmental scan of child support best practices, discussions with OCSE’s Hispanic workgroup, one-on-one interviews with community-based organizations, Hispanic media and focus groups with both Hispanic custodial and noncustodial parents, revealed a great need for:

• Collaboration and partnerships between child support offices and CBOs• Marketing materials targeting Hispanics for both child support offices and CBOs• Training for CBOs and child support officers• Quick and simple access to information, a flow of information between child support offices, CBOs, Hispanic media and Hispanic customers

Based on these findings, MAYA concluded that a Web-based “how-to” marketing toolkit would be achievable, far reaching and effective in meeting the above concerns. It would motivate, educate and facilitate action with resources and training.

The technical objective for Phase II is the execution of the researched-based online toolkit that provides child support officers, partners and other stakeholders with two types of information:• Outreach tips and narratives explaining various methods that states, partners and stakeholders can use to launch a campaign targeting Hispanics• Outreach tools to communicate with Hispanic custodial and noncustodial parents

About the Resource Center Brochure

The toolkit, officially called the Hispanic Child Support Resource Center, is designed to close the gap in accessing child support services by the Hispanic community and to improve overall program performance in child support services.

About the site: There are six main sections to the Web-based toolkit: • About This Site: Introduces the visitor to the purpose of the toolkit• Communications: Covers all aspects of planning and marketing child support, including notable child support best practices• Partnership Development: Concentrates on how to establish and maintain partnerships, Funding, Training and Resources• Funding: Provides tips on choosing and approaching donors• Training: Focuses on training on child support services• Resources: Lists Hispanic organizations and service providers

The home page of the Web toolkit and each level one interior page features a video host who welcomes the visitor and provides quick, useful tips on each relevant section of the toolkit.

In addition to the Web toolkit, MAYA produced 72 Spanish and English pieces of material that were produced to service child support officers and stakeholders in their outreach efforts, including brochures, posters, news releases, partnership letters, as well as TV, print and radio public service announcements. With the exception of the TV and radio PSAs, all items were customizable where state offices could personalize the material by adding their organization’s name and phone number.

The 508 compliant Web-based toolkit will be found at https://ocse.acf.hhs.gov/toolkit/.

Department of Health and Human Services,The Office of Minority Health

“A Healthy Baby Begins with You” campaign to help fight African American infant mortality MAYA implemented a research-based social marketing campaign that included brand development, outreach materials, media relations, Public Service Announcements (PSAs), grassroots marketing, coalition building and celebrity outreach. The campaign had two phases. The goal of Phase I was to raise awareness about the high African American infant mortality rate and the messages were geared towards mothers and women considering motherhood. To build on the success of Phase I, MAYA implemented Phase II, which reached out to two additional target audiences—high school and college-age men and women. Phase II of “A Healthy Baby Begins with You” focused primarily on preconception health and fatherhood.

Results: MAYA forged a wide range of partnerships between OMH and key stakeholders, such as Historically Black Colleges and Universities (HBCUs) allowing for direct communication with college-age men and women during Phase II. Many of the students supported the “A Healthy Baby Begins with You” campaign by becoming Preconception Peer Educators (PPE). MAYA secured Tonya Lewis Lee, author and wife of director Spike Lee, as the campaign's spokesperson and developed the “A Health Baby Begins with You” brand along with successful outreach materials. Additionally, MAYA was successful in obtaining national media coverage including Jet magazine, Heart and Soul, Tom Joyner Morning Show and CNN.com, to name a few. MAYA also created and managed the “A Healthy Baby Begins with You” Facebook page.

Facebook Cause page

For more information on MAYA:Raquel Garcia-Pertusa, VP – Accounts

raquel@MAYAadvertising.com(202) 337-0566, Ext. 116