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Excelling at Marketing

S? TV recognized with five first-place awards at NAMIC Conference

Published on LatinoLA: September 14, 2005


Excelling at Marketing


S? TV, the only English-language Latino television network, has been recognized with five first-place awards out of nine possible categories at The CTAM Excellence in Multicultural Awards at this year?s 19th Annual NAMIC Conference in New York City. The CTAM Excellence in Multicultural Marketing Awards recognize achievements in marketing, operations and communications programs that succeed in attracting and retaining multicultural customers and audiences.

?Our marketing team has worked hard to conceive of creative and unique campaigns to specifically reach a Latino and multicultural audience,? says Jeff Valdez, co-founder and chairman of S? TV. ?Receiving accolades such as these not only reaffirms that we are on the right track but also motivates us to continue to push the boundaries of traditional marketing.?

?Throughout my experience in the cable industry I've recognized our colleagues in the multicultural arena as terrific strategic marketers,? said Dotty Ewing, S? TV?s senior vice president of marketing. ?Every entry signaled both the creativity in our sphere as well as the importance of these consumer segments. Our marketing team has done a terrific job and we are just delighted to be among the leadership in this category.?

Award categories for entry include: Case Studies/Campaigns, Direct Mail, Internet/New Media, Print, Radio, Television, Grass Roots & Guerilla, Out of Home, Wild Card. S? TV received first place for Print, Radio, Out of Home, Wild Card, and Grass Roots. Below is a description of the winning entries:

Print - Connect with Generation S? Trade Ad (Affiliate): This comprehensive print and online campaign introduced the network?s tagline, ?Speak English. Live Latin.? to define the network?s essence; English-language programming for the more affluent Latino market. The ad, depicting a group of twenty-something Latinos cruising in a car, conveyed the economic benefits of advertising to the exclusive audience S? TV delivers; ?Generation S??, a unique, underserved and lucrative segment. The ad generated interest from several groups such as Coke, Cadbury Schwepps, Universal Records, and Universal Home Video.

Wildcard ? S? TV Mix Tape: Understanding the growing influence of underground mix tapes among in-the-know multicultural youth, S? TV created an exclusive mixtape which featured local unsigned Los Angeles artists. This mixtape was mixed by popular local DJ, DJ Lady Tribe, and in addition to fresh new music, the mixtape included various S? TV interstitials that created brand awareness and drove viewers to the network?s website to learn more about the channel.

Radio - Cox Las Vegas Latino Laugh Festival Radio Spot: S? TV partnered with Cox Las Vegas to produce a live comedy event based on the S? TV program ?Latino Laugh Festival; The Show.? The primary goals were to publicize both the event and the network, and to efficiently distribute event tickets. S? TV partnered with radio station KLUC, which drove over 200 people to the event. S? TV also received promotion on KLUC via DJ Reads, flyers distributed by radio street teams, a pre-recorded 60-second commercial, and on-air interviews with two of the performing comedians.

Out of Home - NYC Cinema Buy: Based on research indicating that the young Latino audience that finds S? TV most appealing are twice as likely than non-Latino 18-34 year-olds to attend movies on opening weekend, (S? TV/FGI Research, Fall 2004) S? TV embarked on a targeted cinema buy. Two spots were selected to run in the two different environments available for promotion: A 30-second awareness spot that ran on video posters in theater lobbies and a 30-second programming spot which ran on-screen with snippets of S? TV shows to provide a wide breadth of understanding for the full lifestyle programming the network offers. Responses to the spots were evident in a 10% increase in website traffic.

Grass Roots - NCTA Street Team & Taco Truck: In an ambitious guerilla marketing effort S? TV sought to raise the visibility of the network at NCTA via a two-pronged strategy:
?Balloons:? Dressed in branded taxicab-yellow tracksuits, the S? TV street team was ever-present at NCTA. The bright yellow tracksuits helped the street team stand out from the crowd, while strategically placed team members on segways, outfitted with ?T-shirt TV?s? looping the S? TV sales tape, helped achieve the net?s goal of raising awareness and high-tech positioning.

?Ambush:? S? TV parked a fully branded (wrapped) taco truck surrounded by street team members and pumping out some of today?s hottest music, and served ?midnight snack? (tacos) to hungry, late-night partygoers as they made their way out of the MTV Country Music Television party on their way back to their hotels.

S? TV?s presence at the 2005 NCTA convention was extended beyond the traditional exhibit space in a way that demonstrated the energy and positive attributes that S? TV?s target demographic offers cable operators.

S? TV is an English-language, Latino network featuring hip and irreverent, culturally-relevant programming targeting the growing young Latino and multi-cultural TV audience. Voted by Multichannel News as one of the ?Top 10 Next Networks,? S? TV now reaches 10 million homes nationwide. The network has forged affiliation agreements with Comcast Cable, Adelphia, Time Warner Cable, Cox Communications and Grande Communications, while EchoStar?s DISH Network features S? TV as part of its ?America?s Top 120? package. Investors in the network include EchoStar Communications Corporation (NASDAQ: DISH), Time Warner Inc. (NYSE: TWX), SYNCOM Funds, Columbia Capital, Rho Ventures, DND Capital Partners, Llano Partners and company co-founder Barshop Ventures. Co-founded and chaired by Jeff Valdez, who was recently named a ?Top 10 Player? in Hispanic media by Ad Age Magazine, S? TV was established in 1997 as a production company to develop, produce and distribute original English-language, Latino-themed entertainment. For more info visit us online at www.SiTV.com .
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