Putting the YMCA’s membership value and swim programs in front of Latino families across Greater Boston, in their own language, in media they already trust.
Prepared for Joe Gaeta, Executive Director · East Boston YMCA
On our September call you named two priorities in order. First, membership: making clear what a family actually gets for the price, including the financial assistance available to households that need it. Second, swim lessons: filling the pool with children, and getting the word out that teen, adult and parent-child sessions exist at all.
You also named the window. Membership softens from September through December, which is exactly when a campaign has the most work to do.
The gap is not interest. Latino families across Greater Boston want swim lessons for their children and a place the whole family can use year round. What is missing is a consistent presence, and a deliberate effort to put the services in front of them.
El Planeta has covered Greater Boston’s Latino community, and built relationships inside it, for more than two decades. Brands reach this audience through media it already reads daily, and the trust our readers place in us carries over to the partners who appear alongside our journalism.
Targeting runs on our own first-party data, by location down to the zip code, plus interest and demographics. We already reach Latino audiences in East Boston, Chelsea, Winthrop and Revere, the towns the East Boston branch serves.
The numbers below are reference figures for the reachable Latino audience in these locations through our audience extension in social media. East Boston is included within the Boston figure.
| Metro | Reachable Latino audience, audience extension |
|---|---|
| Boston, MA | 106,600 |
| Chelsea, MA | 20,400 |
| Revere, MA | 16,000 |
All audience figures from the El Planeta 2026 media kit.
The campaign runs on multiformat branded content: carousels, newsletter native ads and, at Tier 2, video, all produced in Spanish by El Planeta and built to reinforce one another across the flight.
The content follows your two priorities. On membership, the work is turning a monthly price into a picture of what a household actually receives week to week, financial assistance included. On aquatics, it is making the full range visible: children’s lessons, teen swim, adult swim and parent-child swim.
Storytelling works on two fronts. Your bilingual staff put a face on the YMCA. El Planeta’s anchors bring the familiarity our audience has built with them over years of watching. Used together, the credibility of both carries further than either would on its own.
Insights like the one you raised are what give the content its authenticity as we build it. Adults who did not learn to swim as children hesitate to put their own kids in the water, because they could not jump in after them. That is a story, and stories are what move people to act.
This video series can focus purely on the YMCA of East Boston, or it can extend across several YMCA locations, which opens the door to funding support from the other branches.
Three reels. Video is the format that lets a story breathe. There is room for the atmosphere of the building, for the services themselves, and for the people who run them, in a way a still image or a line of copy cannot carry.
An El Planeta anchor guides each reel, so the audience is introduced to the YMCA by someone they already watch. The services get explained by the people who deliver them, which is what turns an institution into a place families recognize.
| 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. Invoicing can be split across multiple smaller amounts over the flight to fit the YMCA’s approval process. |
| Materials | The YMCA provides program details, schedules, logo and destination URL. El Planeta writes, translates, designs and produces every asset. |
| On-site filming | For options that include in-person coverage, the YMCA coordinates access and any staff or member appearing on camera signs a short appearance release before filming. |
| Production | All content is created by El Planeta’s human videographers, editors, writers and designers. No generative AI is used in any asset delivered for publication. |
| Approvals | Two consolidated rounds of feedback per deliverable. Additional rounds are accommodated at no additional cost and may shift the publication schedule. |
| Outcomes | El Planeta commits to the delivery above, to ongoing optimization across the flight, and to full transparency in reporting. No commitment is made on the number of memberships or registrations; the YMCA carries performance risk on that metric. |
| 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. |