01The Opportunity
Your 2027 priorities came up in August: the brand plan weighted toward wealth and private banking, and where each product line is expected to land. Checking carries the largest product investment of the year, and it is the product this community opens first. That makes it the right place to test Spanish-language content in this market.
Citizens has funded bilingual financial education in Massachusetts since 2022, first through Worth & Wealth / Valor y Dinero with the Massachusetts State Treasurer's office and now through Citizens Money Essentials. That work built standing with Spanish-speaking families across the state. Citizens has not paired it with Spanish-language paid media behind a product those same families can open.
El Planeta covers Citizens' community work editorially, most recently the Champions in Action grant to Hope & Comfort for essential-hygiene access across Massachusetts. That is where the relationship stands today. This proposal is what a paid partnership adds to it.
02El Planeta as a Strategic Partner
El Planeta has covered Greater Boston's Latino community, and built relationships inside it, for more than 24 years. Latinos accounted for roughly 70% of the region's population growth from 2019 to 2024.
Brands reach this audience inside media it reads daily, and that credibility carries to the brands published alongside it. Targeting runs on El Planeta's own first-party data, by location, interest and demographics.
03Starting a Relationship Through a Pilot Program
We propose partnering on a pilot program: an eight-week test of Spanish-language content for checking in Greater Boston, run while the 2027 plan is still open.
Citizens has no benchmark for what Spanish-language creative does for checking in this market, because none has run here. Product-line briefs land between September and November, so a read produced now arrives in time to shape them. A pilot at this size costs a fraction of the checking line and answers the question the full-year commitment would otherwise have to assume.
The pilot runs on multiformat branded content: video reels, carousels and newsletter native ads, produced in Spanish and built to reinforce one another across the flight. Every piece puts checking in front of the audience and carries tracking to the Citizens page you choose.
The checking line is scored on cost per incremental application. The pilot works the step above that metric, driving qualified Spanish-language traffic into the application with tracking on every asset, so what we deliver reads inside Citizens' own numbers.
Two voices carry the content. Citizens' bilingual colleagues put a face on the bank, and El Planeta's anchors bring the familiarity this audience has built with them over years of watching. The pilot uses both.
El Planeta has produced for regulated advertisers before, so the disclosures a deposit product requires are built into the creative from the first draft rather than added after legal review.
04Pilot Deliverables
A contained test of Spanish-language content and distribution for checking in Greater Boston, built to produce a clear read before the 2027 plan is set.
- (1) branded video reel in Spanish, hosted by El Planeta anchors
- (1) branded video reel in Spanish, hosted by El Planeta anchors with an in-person shoot of a Citizens spokesperson
- (2) branded carousel ads in Spanish
- (4) weeks of newsletter native ads, (8) placements total
- Video reels and carousels published natively across Instagram and Facebook
- Native ads in El Planeta Daily newsletter
- Every asset carries tracking to the Citizens page of your choice
- Full delivery report within 7 days of close
- Impressions, views and channel breakdown
05Relevant Work
Four campaigns in this audience, including a bank running financial literacy and a national brand that moved from translated assets to anchor-hosted content.
Finance For Real Decisions
A three-year, always-on financial-literacy partnership built around real decision moments: rent versus buy, budgeting, buying a car. Distributed across editorial, newsletter, social and print.
Content produced 400+ pieces · Cumulative digital impressions 2.5M · Interactions 3M (totals across the full three-year partnership)
Enrolling Latino Small Business Owners Nationwide
Verizon needed Latino small business owners on the Digital Ready platform at national scale. The campaign began with Verizon's Spanish-language assets. Engagement was modest, so we proposed producing original native content instead, hosted by El Tiempo Latino's own anchors and written in the audience's idiom while staying inside brand guidelines. Sign-ups rose sharply. We built the target audience from our own first-party data, tested hooks against each other, and concentrated spend on the creative that converted.
Enrollments 5,000+ across three years · single 2025 wave: impressions 105,349 · clicks 6,676
Anchor-hosted reel, 2025 · Anchor-hosted reel, 2024 · Retargeting still · Facebook placement
A Pilot That Became a Season
This is the shape the proposal follows. It started as a three-week run for Hispanic Heritage Month: a reel to grab attention, a carousel to clarify, newsletter to reinforce, all pointed at a ticket pack the team wanted to move. They came back and signed for the season.
Impressions 328,889 · Link clicks 2,389
The Team Becomes Part of the Culture
El Planeta's season partner in this market since 2023. Kid Nation content speaks to parents and children in the same piece. A story on where the team's Venezuelan players eat in Boston puts the brand inside the community's daily life.
Impressions 727,241 · Link clicks 4,535
Kid Nation · Dónde comen los jugadores venezolanos · Newsletter
Campaign figures are totals across each campaign's full run, including paid distribution beyond our owned audience.
06Terms
| Contracting entity | MasTV / El Planeta LLC. W-9 provided on request. |
| Payment | Payment is due upon receipt of invoice at the beginning of the campaign. Payment by ACH or check. |
| Approvals | Two consolidated rounds of feedback per deliverable. Review windows are set at kickoff to match Citizens' legal and compliance calendar. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Compliance | All creative is built to carry required disclosures from the first draft, including Member FDIC and Equal Housing Lender marks and Reg DD requirements for deposit products. |
| Outcomes | El Planeta commits to the delivery above, to ongoing optimization across the eight-week flight, and to full transparency in reporting. No commitment is made on the number of incremental checking-account applications; Citizens carries performance risk on that metric. |
| Exclusivity | No category exclusivity is offered. Other financial-services clients may run concurrently on El Planeta's channels. |
| Disclosure | All content published on El Planeta channels is clearly labeled as paid. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |