Following our August 7 conversation. Beyond the Lo Nuestro series Andrea shared, two ways El Tiempo Latino can put M&T in front of Latino business owners across the DMV, built around the programs M&T already runs and the customers M&T already banks.
Prepared for Vickie Mejia, Alberto Garcia and Karla Bermudez · M&T Bank
El Tiempo Latino reaches Latino adults across the whole DMV: Montgomery, Prince George's, Fairfax, the District, Loudoun and Arlington. The two largest concentrations sit in Montgomery and Prince George's, the same counties where M&T's accelerator partnerships already run, and Northern Virginia adds nearly a quarter million more.
The two counties at the top of that list are where M&T's suburban Maryland retail network sits.
Two things from the conversation shaped this document. The first: M&T's advertising in this region centers on its customers, never on the bank. Your team said it plainly, and it describes our editorial too: the community at the center, never the institution.
Alongside it sits the work your team drives with Montgomery County's Business Center: Spanish-language accelerator cohorts and Spanish-language seminars that have taken off inside the bank and are known almost entirely to the people who attend them.
So the two options are designed to do two jobs:
Both jobs are measured the same way. Every piece we publish carries a destination we can track. Paid distribution sits behind the assets that earn attention, weighted to the counties M&T names. The report reconciles delivery against that footprint, county by county, within seven days of a campaign closing.
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, county by county, and by interest, based on the content people actually interact with: entrepreneurship, small business, local economy. That is what lets us concentrate a flight on Latino business owners in the counties M&T names, and it is why the delivery report can be read against a branch map.
Within seven days of a campaign closing, and monthly for the always-on presence. Delivery by asset and by platform, audience geography by county, and the performance of the tracked destination, which M&T can verify independently in its own analytics.
Any one of these stands on its own. Each is a starting shape, and the mix moves with what M&T wants: more video and less print, a heavier newsletter weight, a slate concentrated in one county.
Prices are reference packages for the scopes described. A custom package can be built around any priority, and its price and delivery figures are confirmed in writing before anything is booked.
Built around the Spanish-language accelerator and the seminars. Each accelerator cohort accepts up to 30 businesses, so the flight is built to generate intentional awareness and drive targeted traffic with individuals from your target audience who show interest. Every asset points at one tracked sign-up page, the target is set jointly at kickoff, and sign-ups are reported weekly while the flight runs. Each flight anchors to a cohort date on the county calendar.
The always-on presence. Each month carries one educational or thematic article, one social piece, a week of newsletter placement and a placement in print, all built on the subjects that matter to the business owners and families the bank serves. Themes are set a quarter ahead against our editorial calendar, so each month lands alongside coverage the audience is already reading.
Hispanic Heritage Month is the natural place to try it. Five consecutive print editions run from September 11 through October 9, our highest-readership stretch of the year, and a two-month run over that window tests the full cadence before anything is committed for 2027.
The two options in one view, ordered by how quickly each produces a number M&T can take upstairs.
| Option | What it does for M&T | Whose work it serves | How it is measured | Investment |
|---|---|---|---|---|
| Programa | Fills the Spanish-language accelerator cohorts and seminars with Latino business owners in the counties M&T banks | The accelerator and seminar teams | Applications and registrations at a tracked page, plus delivery by county | $9,500 first cohort $4,300 repeat cohorts |
| Presencia | Continuous monthly presence on financial education, M&T's customers, its bankers and its programs | The accelerator and seminar teams, Business Banking and corporate marketing | Monthly delivery across print, newsletter, site and social | $7,500 per month Try a single month during Hispanic Heritage Month |
| 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, our January franchise. |
| May 2027 | National Small Business Month, our May franchise. |
Print space is reserved the Friday before each edition. On-location filming is scheduled fifteen days ahead.
Three campaigns for institutions that needed DMV Latinos to act on something that already existed. Campaign figures are totals across each campaign's full run, including paid distribution beyond our owned audience.
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
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
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.
Impressions 289,227
Medicaid guide · Maternal health guide · Instagram reel · Print edition
| Contracting entity | MasTV / El Planeta LLC, publisher of El Tiempo Latino. W-9 provided on request. |
| Approvals | Two consolidated rounds of feedback per deliverable, with review windows set at kickoff to match M&T's legal and compliance calendar. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| 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 M&T. |
| 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 and disclosures | El Tiempo Latino obtains signed appearance releases from every business owner featured. Required disclosure lines are placed as M&T specifies on any asset carrying its name. |
| 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. |