Vote 222 – Political Campaign
With the turn of the century came a drastic shift in the way in which children receive and learn information. Understanding this shift, Miami Dade County Schools (M-DCPS) Superintendent Alberto Carvalho set out to upgrade the district both externally and internally. In 2012, M-DCPS asked voters to approve a property tax for a $1.2 billion bond that would allow M-DCPS to fix its deteriorating infrastructure and place 21st century state of the art technology in its classrooms. Together with Building for Tomorrow, the bond’s PAC initiative, Balsera Communications launched a social media digital campaign to promote the initiative, conducted Twitter town halls with parents and teachers across the County, placed dozens of ad buys, and generated more than 50 media hits, helping to move the bond’s approval rating move from 63 percent to 74 percent on Election Day.
Progressive Waste – Crisis Management and Public Affairs
In 2014, in an attempt to reduce costs and provide better waste services to its residents, the City of Hialeah decided to open a bid that would privatize municipal waste services in the city. Together with Balsera Communications, Progressive Waste developed a strategy that would allow them to submit the best proposal possible to the City. Upon winning the bid, Balsera put together a public outreach plan that would educate Hialeah residents about the new processes under the city’s new waste services. The plan included crisis prevention strategies to mitigate the impact of harmful misinformation about the new services and a comprehensive communications plan that would teach residents about what to expect in the months leading up to its launch. Efforts gave way to media coverage in El Nuevo Herald, America Teve, Telemundo, Univision, Actualidad Radio, Univision Radio, and Radio Caracol, among others. In 2015, the campaign won the Hispanic Public Relations Association Bravo! Award for Public Affairs Campaign of the Year.
In 2003, NBC Universal acquired, Telemundo, the country’s second largest Spanish-language TV network, integrating it into their existing portfolio of marquee networks including, NBC, Bravo, E! and others. Despite becoming part of the NBC family and enjoying increased viewership in the United States, Telemundo network actors did not enjoy the same benefits and labor rights that were afforded to their counterparts at NBC. Noting the double standard, SAG-AFTRA hired Balsera Communications in 2016 to execute a public affairs and public relations campaign that would raise awareness among industry leaders and audiences nationwide about the existing discrepancies in labor rights between the networks in addition to the strenuous and sometimes dangerous labor conditions at Telemundo. Over the course of a year, the campaign leveraged the voices of the acting community, union leaders and policy makers throughout the U.S., generating more than one billion media impressions across traditional and social media channels. This included stories in the New York Times, LA Times, Variety, The Miami Herald, La Opinion, Agencia EFE and NPR, among many others. In December 2016, the National Labor Relations Board agreed to grant Telemundo performers a vote and on March 8, 2017, actors at Telemundo voted 91-21 in favor of a SAG-AFTRA union contract, making it the first television network in 65 years to be unionized by its performers.
National Hispanic Landscape Alliance – Public Affairs/Policy
Marred with labor and environmental regulations that were threatening the livelihood of landscape companies everywhere, Hispanic landscape leaders were facing the reality of having to shut down their doors. In an effort to harness the voice of more than 500,000 Hispanic landscapers across the U.S., the National Hispanic Landscape Alliance was born. With the support of the largest power equipment providers, the NHLA focused on informing, encouraging, and supporting its members so that they could become more highly successful professionals, but more importantly, better-engaged leaders and more effective advocates for the industry. Since 2011, Balsera Communications has helped NHLA members engage with policy leaders to increase awareness of the regulations that are hindering the prosperity of the industry and has generated more than 750 media clips throughout Spanish-language, general market and industry media outlets around the economic opportunities and threats that exist in the industry today. In 2014, the Balsera Communications team won the PRWeek Multicultural Campaign of the Year award for its work with the NHLA to provide upward mobility to the Hispanic workforce and for its role in helping to end the EPA’s 40 percent turf limitation rule.