01The Opportunity
EagleBank's twelve branches sit in Montgomery, Prince George's, the District and Northern Virginia, and El Tiempo Latino reaches Latino adults across all of it. The largest concentrations are in Montgomery and Prince George's, Fairfax adds another 159,200, and the region's Latino business owners are spread across the same counties EagleBank banks.
- 93% of this audience speaks Spanish at home (audience survey, 2026).
- EagleBank has appeared in El Tiempo Latino before, in the print era. What has changed since is everything around the print edition: a daily newsletter, a website, three social channels, and the ability to put a piece of content in front of a specific kind of reader in a specific county.
02What We Heard
Your team named the format that already works: banker-led interviews that put your people forward as the experts, which have produced direct calls, with thought leadership as the bank's bread and butter.
The reservation named alongside it is the one worth designing around: thought leadership is effort intensive, and it has run with outlets whose reach did not justify the time it took your people to produce it.
Your team described the other half. EagleBank's financial literacy program has been running a year, mostly with middle schoolers, and the task now is converting those lessons for small business owners and reaching Latino owners with them.
So the two options are designed to do two jobs:
- Give your bankers a Spanish-language audience. Storytelling built around your people and your program, in front of Latino business owners in the counties EagleBank banks.
- Make the audience worth the hour. Every piece below carries the impressions it earns. Your side of the work is roughly an hour of one banker's time; the interviewing, writing, translation, production, publishing and distribution are ours.
03How the Spanish Works
You raised the language question directly: EagleBank does not hold Spanish-language collateral, and producing it would pull loan and regulatory documents into scope. Nothing here changes that.
Your bankers speak to us in English. El Tiempo Latino's newsroom writes, produces and publishes in Spanish, as our editorial work, on our channels. EagleBank creates no Spanish materials, translates nothing, and puts nothing Spanish through compliance review. Where a campaign needs somewhere to send people, we build and host the Spanish landing page.
Everything carrying EagleBank's name is approved before it publishes, and approval happens on the Spanish as it will publish, paired with an English back-translation so your reviewers read exactly what the audience will read. That pairing is standard for us; we produce it every month for clients whose legal teams review in English.
04Where It Runs, How We Target
The channels
- El Tiempo Latino Daily · our daily newsletter · 8,000 subscribers · 85,000 monthly opens · 45% average open rate
- @eltiempolatino · Instagram, Facebook and TikTok · 118,000 total followers · 75,000 average monthly organic video views
- eltiempolatino.com · 65,000 monthly pageviews
- Print edition · every Friday · more than 600 distribution points in Latino centers and businesses · 90,000 estimated impressions per edition
- 1.3 million average monthly digital impressions to Latinos in Greater Washington
The targeting
We boost campaigns beyond our organic audience, on Meta, using the first-party data of the people who engage with our content in Spanish across the DMV. Campaigns focus by geography and by behavioral interest, the same lane you described, with weight to the readers who follow entrepreneurship and small business. We do not target on household income.
The reporting
Within seven days of a campaign closing. Delivery by asset and by platform, audience geography by county mapped against your branch footprint, and the performance of the tracked destination, which EagleBank can verify independently in its own analytics.
05Two Ways In
Each option is a starting shape, and each has a small version designed to produce a number before anything larger is committed. Prices are reference packages for the scopes described; a custom package can be built around any priority, with its price and delivery figures confirmed in writing before anything is booked.
Option 1 · Voces
The format your team named, built the way this audience actually watches: video first. We spend about an hour with an EagleBank banker, and our newsroom turns it into a short story in Spanish, carried by the banker's own voice and expertise, with a companion article that gives it a page to live on. Storytelling is what we are known for, and it is what makes a banker memorable rather than merely visible.
- 1 storytelling reel in Spanish, 45 to 90 seconds, built from roughly an hour with your banker
- 1 companion article on eltiempolatino.com, written by our newsroom
- Reel on Instagram, Facebook and TikTok
- Article published on eltiempolatino.com
- Paid distribution to Latino readers who follow business and entrepreneurship, in the counties EagleBank banks
- A tracked destination so inbound interest is attributable
- Video watch-through, plus impressions and engagement by asset
- Report within seven days, with geography by county and destination performance
Option 2 · Claridad
EagleBank already has the lessons: a financial literacy program a year in, now turning toward small business owners. Claridad starts there. In a kickoff working session your team hands us the modules, the first topics are chosen from them, and our newsroom does the part that gets a lesson watched to the end: the storytelling.
The spearhead is a short storytelling video in Spanish, built around one money decision a Latino business owner is actually facing, carried on camera by El Tiempo Latino talent rather than by a banker. That is the difference between the two options: Voces puts your people forward, Claridad puts your program forward in our voice, which is what lets a lesson land as help rather than as a pitch. A carousel and a service article carry the same explanation into the places where video is not the right unit. One topic at a time, each one a self-contained lesson that lives on permanently. A single topic can run this fall; the season version anchors to the January and May franchises.
- A kickoff working session where your existing literacy modules become the topic list
- 1 storytelling video in Spanish, 45 to 90 seconds, carried on camera by El Tiempo Latino talent
- 1 native carousel breaking the same topic into steps
- 1 service article on eltiempolatino.com, written by El Tiempo Latino or adapted from EagleBank's own material, that people can return to and share
- Video and carousel on Instagram, Facebook and TikTok
- 1 week of native placement in El Tiempo Latino Daily
- Paid distribution weighted to Latino business owners in the counties EagleBank banks
- Views and engagement by asset, and the performance of the tracked destination
- Watch-through on the video, which is the honest measure of whether a lesson landed
- A Spanish landing page we build and host, capturing consultation requests or signups, delivered to your team
- Report within seven days, with geography by county
06Side by Side
The two options in one view, ordered by how little it costs to find out whether they work.
| Option | What it does for EagleBank | Whose work it serves | How it is measured | Investment |
|---|---|---|---|---|
| Voces | Puts an EagleBank banker in front of Latino business owners as a named expert, in the storytelling format this audience actually watches | Marketing strategy, with business banking | Watch-through, impressions and inbound at a tracked destination | $5,000 one banker or $18,000 for four across the year |
| Claridad | Turns EagleBank's financial literacy program into short Spanish video, carried by our talent, that Latino business owners actually watch | Business banking and the financial education program | Views, watch-through, engagement and the tracked destination | $7,500 one topic or $18,000 for three |
07Relevant Dates
| When | What is on our calendar |
|---|---|
| September 11 to October 9 | Our five Hispanic Heritage editions, running into the heritage month itself, with the digital run alongside them. |
| November and December | Navigating Open Enrollment, our health coverage franchise. |
| January 2027 | Navigating Taxes and Financial Planning, the natural home for the first Claridad topics. |
| May 2027 | National Small Business Month. |
Print space is reserved the Friday before each edition. Video production is scheduled about two weeks ahead of publication.
08Relevant Work
Three campaigns for institutions that needed DMV Latinos to understand something and then act on it. Campaign figures are totals across each campaign's full run, including paid distribution beyond our owned audience.
Freedom to Learn
Education advertising blurs together when everything promises opportunity, and for Latino adults weighing time, money and family against going back to school, generic messaging moves nobody. We built the campaign around one promise and a repeatable visual system, then ran it across editorial and social long enough for the audience to see it more than once.
Impressions 1,586,166 · Clicks 1,042
The Route Nobody Knew They Needed
A new bus rapid transit line is easy to tune out when nothing explains what changes for you. We built clarity-first creative that answered two questions fast, what is different and what to do next, and ran it on Instagram with print reinforcement until it converted into action.
Impressions 864,477 · Targeted clicks 4,439
Care That Speaks the Language
Navigating Medicaid benefits is overwhelming on its own, and when the messaging adds confusion families disengage before they ever get help. We led with clarity across social, editorial and print, building trust through repetition in the places Maryland Latino families already show up. It is the closest thing in our portfolio to what Claridad would do with money instead of health.
Impressions 289,227
Medicaid guide · Maternal health guide · Instagram reel · Print edition
09Terms
| Contracting entity | MasTV / El Planeta LLC, publisher of El Tiempo Latino. W-9 provided on request. |
| Approvals | EagleBank approves all content carrying its name before publication. Two consolidated rounds of feedback per deliverable, with review windows set at kickoff to match EagleBank's legal and compliance calendar. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Language | All content is produced and published in Spanish by El Tiempo Latino's newsroom, and EagleBank supplies no Spanish-language materials. Every deliverable is submitted for approval as the Spanish that will publish, paired with an English back-translation, so EagleBank reviews the language its audience will see. |
| Delivery | Delivery figures are projections built from comparable campaigns on El Tiempo Latino's channels, measured in Meta Ads Manager together with our newsletter and site analytics, and reported in full. The figures for the scope booked are confirmed in writing before the campaign starts, and any shortfall against a confirmed figure is fulfilled with additional delivery at no cost to EagleBank. |
| Print delivery is committed as editions, page space and distribution points. Print impression figures are estimates based on press run and distribution, and are not guaranteed. | |
| Releases | El Tiempo Latino obtains signed appearance releases from everyone who appears in the content, including EagleBank employees on camera. |
| Required disclosures | Disclosure lines are placed as EagleBank specifies on any asset carrying its name, in the format and position its compliance team requires. |
| Lead data | Interest captured on the landing page is delivered to EagleBank and used for no other purpose. |
| Disclosure | All branded content published on El Tiempo Latino channels is clearly labeled as paid. |
| Supplier diversity | Tiempo Company is a Latino-owned media company. Certification documentation is available on request. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |