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no computer left behind
angel rodriguez cory haikrobert hopwood ron gonzales
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azcentral.comTargeting Native Amercians
• 255,000 or 5 percent of general population
• Influence in culture and history of state goes beyond numbers
• Two big reservations and town of Guadelupe.
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azcentral.com Targeting Native Amercians
• What we are doing now:
• NOTHING
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azcentral.comTargeting Native Americans
• How we would like to target this group:
• Outreach:
• Town hall with tribal leaders – learn what to cover, other needs
• Reach out to schools on reservation
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azcentral.comTargeting Native Americans
• PROJECT: Hyper-local micro-site
• Anchor content: trusted blogger from each tribe• Resources links• Events listings (get content through outreach)• Print coverage (that will be ramped up per
outreach needs discovered)• Blogger from each tribal PR office• Content partnerships with schools for video
production
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azcentral.comTargeting Native Americans
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ocregister.com Targeting English-Speaking Latinos
• Percentage of the online population: 15%
• To gain a better a understanding of changing culture of Latinos in Orange County.
• This group is changing and becoming a more affluent.
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ocregister.com Targeting English-Speaking Latinos
• PROJECT: • A highly-produced first-person year-long
multimedia project – (in the vein of 'Being a Black Man.' An
intimate look into the lives of what it means to be a Latino in Southern California.
– To launch Sept. 15, 2008 which is Mexican-Independence Day
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ocregister.com Targeting English-Speaking Latinos
• video• audio-slideshows• words stories• complete flash-based presentation with its own URL • prominent homepage presence
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signonsandiego.com: Targeting College Students
• 245,000 in San Diego county
• This large population of college students in the area are underserved.
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signonsandiego.com: Targeting College Students
• PROJECT: With four categories initially, we'll offer an alert with existing content from our events database to students via text messaging. We'll also offer customized widgets of this same content.
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signonsandiego.com: Targeting College Students
Opt-in mobile alert system for entertainment listings
and widgetization avail.
Categories:-- movies-- live music-- cheap drinks & eats-- recreation
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signonsandiego.com: Targeting College Students
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seattletimes.com Targeting Asians
• Population: 14 percent
• Asians are covered by the paper but the population could use a more comprehensive area.
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seattletimes.com Targeting Asians
• PROJECT: • A Pan-Asian multimedia project covering the
communities’ cultural milestones with a vehicle allowing this community to respond with their stories, photos and video. – year-long– user-submitted – covering traditional cultural events in an intimate way,
(i.e. Vietnamese Wedding)
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seattletimes.com Targeting Asians
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seattletimes.com Targeting Asians
• Building out rich multi-media content over the period of a year plus a content sharing area for the community.
• Community outreach
• News marketing
• Homepage presence