When the Latin Builders Association® (LBA), the largest Hispanic construction association in the United States, needed a new direction in their media relations, marketing and social media strategy, they turned to Influence. Prior to joining our portfolio, the LBA’s brand messaging had grown stagnant and repetitive, and their members were not excited with the twice-weekly, Member email announcements. Additionally, the LBA wanted more media coverage.
Influence Communications changed the style, look and feel of the email announcements, which spotlight upcoming events, like the organization’s signature panels and lunches featuring high profile keynote speakers. The new alerts featured high-impact graphics with timely information that increased participation and member engagement, according to the LBA’s internal tracking statistics.
Influence created marketing calendars to make sponsorships more timely and easier to sell. Influence also revitalized the LBA’s social media channels, specifically Twitter, Facebook and LinkedIn. Influence’s new marketing strategy has resulted in sold-out monthly events, which is a high priority for the nonprofit organization.
Additionally, Influence has reached out to the media on behalf of the LBA, focusing on the LBA Construction and Business Management Academy. As a result, the LBA and the LBA Academy have been featured in numerous publications, including The Miami Herald, Diario las Americas and national publications.
Strategic Partnerships Influence Communications also assists the LBA in handling and contacting VIPs, including elected officials and celebrities, as well as creating strategic partnerships with businesses, decision makers and organizations.
Crisis Communications In August of 2015, Influence Communications handled a Crisis Situation when the LBA made the decision to cancel its winter Presidential Installation Gala, scheduled to be held at the Trump National in Doral. At the time, Donald Trump had made several racist comments specifically targeted at Hispanics. Influence Communications led the messaging and helped the LBA create an official statement announcing a venue change for the November event. Influence also worked with LBA Executive Director Member Melissa Tapanes, designated spokesperson for the issue, with her remarks, which were pre-emptively released during the August LBA luncheon. Influence Communications managed all press inquires on the issue, including the media during the August LBA luncheon, and coordinated interviews with LBA Executives. The swift handling of the situation kept the issue from becoming a possible crisis for the organization.
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