National Institute on Aging
Spanish-Language Website Promotion
Project Goal
Implement a cultural review and outreach plan to promote the National Institute on Aging’s (NIA) new Spanish-language website for Hispanic seniors. The intended audiences for outreach included Hispanic caregivers, seniors, and community-based organizations (CBOs) that serve the Hispanic community.
Our Services
TMN performed the following tasks:
- Performed a cultural review of existing NIA Spanish-language website
- Designed and implemented a 3-week community-based outreach plan which consisted of outreach to community-based organizations (CBOs) working in five states containing the top Hispanic markets
- Conducted outreach calls over a three week time period
- Designed and implemented a 2-week print media outreach plan
- Identified appropriate premiums for JBS and NIA to use to promote the website.
- Outreach tracking and evaluation
TMN designed a series of promotional materials and a press release for use in outreach efforts which included an email flyer, full-page flyers, half-page flyers, web banners, and newsletter inserts. A detailed press release was developed in English and Spanish and distributed to media outlets nationwide.
Accomplishments
A significant increase in the number of visits to NIA’s Spanish language website was observed. When comparing the September 2007 web trend numbers to those recorded in August 2007, there was a 55% increase in the number of visits to the website. In addition, there was a 60% increase in average daily visits.
