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Text of About Maya
Thegroundbreaking multicultural marketing agency, MAYA connects its clientswith diverse audiences through creative marketing. Our services include Advertising, Public Relations and Interactive. About MAYA
Detailed Services As multicultural marketing expertsat times geeks or nerds, we reach segmented audiences in English or Spanishsometimes in Spanglish. We are creative and always find innovative and effective ways to communicate your message and connect you with your audience. Public Relations Research-based strategies Communication plans Media relations Graphic design Illustrations and animations Grassroots marketing Social marketing Community outreach Partnership development Celebrity recruitment Outreach materials Public service announcements (PSAs) Event planning and management Advertising Research-based strategies Brand development Graphic design Illustrations and animations Media planning and buying TV spot (animation and film) Radio spots Print ads Outdoor ads Online ads Creative copywriting Interactive Research-based strategies Web marketing Mobile marketing Social media and networking Web site design and development E-outreach materials Animations and games 508 compliance
Free Application For Federal Student AID (FAFSA)
U.S. Department of Education
Background: MAYA launched a grassroots marketing campaign in Long Beach, Calif. to increase
awareness about the Free Application for Federal Student Aid (FAFSA) to Latino high school
students and their parents. This pilot program, designed to serve as a best practice model, engaged
community involvement to help financially underprivileged students pursue higher education. The
campaigns focus was to inform low-income, minority and first-generation students about the full
range of student aid available to them for education and training beyond high school.
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
MAYAs Solution: MAYA concentrated on recruiting and motivating Eligible Hispanic students to
view technical training and higher education as a means to achieve success. MAYA executed an
integrated marketing Campaign targeting young people and stakeholders designed to
increase student applications filed by Hispanic students from Long Beach during the 2008-2009
academic year to at least 3,000 by March 2, 2009. This effort consisted of targeting students and
their families (Hispanics in the Long Beach, Calif., region), as well as community organizations
through extensive publicity, grassroots and partnership activities.
Partnership Development: Believing that strategic partnerships were
FAFSAs inroad to reach youth and parents, MAYA developed the concept
of trusted centers, where nonprofit organizations would become a safe
haven to assist students and parents in filling out the FAFSA. Federal
Student Aid trained volunteers in sessions that MAYA planned and
coordinated in Long Beach in January 2009.
Publicity Events: MAYA launched the campaign by staging a Summit that
brought partners, teachers, non-profit organizations, parents and students
together to help raise awareness about the FAFSA. This included enlisting
speakers from Federal Student Aid, Macro International and the Long
Beach community to provide program information about how the FAFSA
could benefit the Long Beach community. The Summit also included a Web
tour of new additions to the FAFSA, as well as a forum led by MAYA where
selected panelists discussed their experiences with the FAFSA.
Publicity Activities: In addition, MAYA promoted the trusted centers
through the circulation of advertising materials in the school system and
around Long Beach. Nine trusted centers, including several high schools,
had volunteers trained to help students. As the application deadline of
March 2 approached, MAYA engaged in more guerrilla marketing activities
to raise awareness of FAFSA. This involved recruiting street teams to
promote the FAFSA in swap meets, churches and shopping centers, and
display large banners and life-size surfboards to garner attention of the
FAFSA 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 from Telemundo, a Spanish language television network that reported on the Summit and its objectives. The Long Beach FAFSA initiative has since received coverage in the Long Beach Press-Telegram , the Grunion Gazette in Long Beach, the Catalina Islander and the Avalon Bay News on Catalina Island. MAYAs campaign for the Long Beach FAFSA initiative also created strong, long-lasting partnerships with Academic UpRise, Centro CHA, the Long Beach Unified School District and the Mayor of Long Beach. These partners were provided material to conduct their own outreach activities to further enhance the awareness of the FAFSA in and around Long Beach. In April 2009, Federal Student Aid released confirmation that the number of Long Beach students applying for federal student aid increased by 49 percent over last year. Last year, 2,155 seniors completed the FAFSA and this years numbers totaled 3,215. Additionally, Long Beach seniors earned $40 million in scholarships and other financial aid this year, breaking last years record by $8 million. 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 customers 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 OCSEs 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 OCSEs 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: