2026 Renewal · On air from September 7
Own your story

LA HISTORIA
ES TUYA.

Prince George's Community College · Espacio × El Tiempo Latino
Visit pgcc.edu/registrate
Andrés Ávalos
Andrés Ávalos
Nursing student
«Lo que hacemos hoy, mañana se recoge.»
Money and time almost kept him from enrolling in nursing. He applied for aid, got the Prince George’s County Promise Scholarship, and already has job offers before graduating.
Affordability · Belonging
Flor Perdomo Rivera
Flor Perdomo Rivera
Adult Education Support Specialist
«Voy a aprender y lo voy a lograr.»
She arrived in 2016 and for years English was the hardest part. Today she works at PGCC, still studying, and she is the one who welcomes the students who are just starting out.
Real results · Belonging
01 · The brief

Your own people are the campaign.

Year three, and the idea only gets stronger: the people already inside PGCC are your best recruiters. Everything here is documentary: two real people, filmed on campus, answering the three questions every prospective student asks. No actors, no scripts read to camera. Apolitical, in Spanish, and built to move the DMV’s Latino community from awareness to enrollment.

02 · The three questions

Three doubts, answered by someone who had them.

These are the campaign's own words: the three doubts every piece answers.

24
Pieces
15 contracted + 9 added value
+1.3M
Est. impressions
Across all channels
Sept 7
Campaign on air
Ten weeks of distribution
03 · How it runs

Approved piece by piece, on air September 7.

Locked

Concept & scripts

Complete

Production at PGCC

Complete

Copy approved

We are here
In production

Post-production

Everything for review except the story cuts. Full delivery to the client Wednesday, September 10.

Monday, September 7

On air

Ten weeks of distribution begin.

Status · September 9. Reels, carousels, newsletter natives, and both articles are delivered and marked for review, each in its Drive folder. Still in post: the color pass on reel 3, applied Wednesday morning and sent straight on for client delivery, and the three story cuts. With those, the contracted campaign is complete.

04 · The pieces · 15 contracted

Everything we're delivering.

All fifteen contracted pieces, each with its status and its folder in Drive. The added value has its own block below.

Campaign copyEvery piece's copy in one document. Open the doc → Deliverables folderEvery piece in Drive, organized by format. Open in Drive →
Reels9:16 · 30–60 s · in Spanish · voice-driven 3
R1El dinero no decideAffordability · AndrésFor reviewFolder →
R2Voy a lograrloReal results · FlorFor reviewFolder →
R3¿Habla español?Belonging · Andrés + FlorFor reviewFolder →
CarouselsDisplay ads package 3
C1Las 3 preguntasCross-cutting · 5 slidesFor reviewFolder →
C2ProtagonistasCross-cutting · 5 slidesFor reviewFolder →
C3Los resultadosReal results · 6 slidesFor reviewFolder →
Newsletter nativesETL Daily · 4 themes, 8 ads, two rotating per week 4
N1El dinero no es la barreraWeek 1 · AffordabilityFor reviewFolder →
N2Bienvenida / GeneracionesWeek 2 · BelongingFor reviewFolder →
N3Las becas existenWeek 3 · Affordability · AndrésFor reviewFolder →
N4Nunca es tardeWeek 4 · Real results · FlorFor reviewFolder →
Branded articlesHistorias Latinas format · permanent on eltiempolatino.com 2
A1La primera cara amigaBelonging · FlorFor reviewFolder →
A2De la duda a las ofertasAffordability · AndrésFor reviewFolder →
Story cutsVertical video cuts for stories, one per reel 3
SC1Cut of reel 1Affordability · AndrésIn productionFolder →
SC2Cut of reel 2Real results · FlorIn productionFolder →
SC3Cut of reel 3Belonging · bothIn productionFolder →

The whole campaign is in Spanish, every reel, carousel, native, and article. Videos carry burned-in subtitles plus a separate .srt file for ADA. Folder links go live piece by piece as each one is delivered.

05 · Distribution

Ten weeks on air, one wave at a time.

From Monday, September 7, the campaign is on air. Each wave opens with a reel, and the carousel, the story cut, and the newsletter natives push traffic to it. Roughly one new piece per week, so the campaign stays visible for the whole run.

10
Weeks of paid media
Reels and display on Meta, targeted by age, origin, and location.
8
Weeks in the newsletter
Two natives rotating each week: four weeks contracted, plus four more of added value.
2
Articles, permanent
Live at launch and staying on eltiempolatino.com, indexed and searchable.
06 · Added value

Nine more pieces, post-campaign.

Separate from the contracted scope, and scheduled after the campaign is live: a second run that keeps the stories working once the first wave has had time to circulate.

Reels2
R4No es para míBelonging · Andrés
R5Un resultadoClose · both, in voice-over
Carousels1
C4Tu próxima carreraCross-cutting · program spotlight
Static IG stories3
S1El primer pasoCross-cutting
S2Un idioma nuevoReal results
S3Nunca es tardeCross-cutting
Print3
PR1Flor’s half-page adBelonging · half page
PR2Andrés’s half-page adAffordability · half page
P1La historia es tuyaClose · full-page back cover

Plus four more weeks in the newsletter: weeks 5 to 8, with the eight natives running again.