Zapp has opened corridors that land squarely in El Tiempo Latino's audience: Guatemala, El Salvador, Honduras and Nicaragua. This is a lead-generation pilot for Q4. We produce the content, we distribute it to Central American households across the DMV, and we test hooks against each other until we find the ones that bring your acquisition cost down.
Prepared for Matt Grabowski, Head of Growth · Zapp · Washington, D.C. metropolitan area
Our initial conversation pointed to a strong fit between Zapp's goals and what El Tiempo Latino is built to do. We understand that you are interested in:
Zapp has opened Guatemala, El Salvador, Honduras and Nicaragua, and needs awareness and first users among Central Americans living in the U.S. The DMV is the densest Central American market in the country.
Awareness is only half the job. People also need a reason to believe. A trusted outlet speaking about Zapp does work a brand cannot do for itself, and El Tiempo Latino has 35 years of that trust in these communities.
Zapp starts in a WhatsApp chat rather than an app download. People use WhatsApp every day, but moving money through it raises questions about how it works and whether it is safe. Answering those questions in content is what moves someone from reading to trying.
You want to be in market before Thanksgiving and clear of the holiday window, learning from real performance in Q4 rather than waiting on a bigger plan.
Content made for a specific community performs better than content translated at it. What carries a new service into a Central American household is a story told the way this audience already hears stories from us, by writers and anchors they have been reading and watching for 35 years. That familiarity is what we bring to Zapp's message.
Zapp's new corridors are concentrated, and nowhere more tightly than in the DMV, where the Latino population is predominantly Central American.
The region holds the second-largest Salvadoran population in the country, the third-largest Guatemalan population, and Honduran communities concentrated in Northeast D.C., Montgomery County and Prince George's County. Nicaraguan households are here too.
Thirty-five years reporting for these communities, across a daily newsletter, a news site, print and social channels they use every day.
93% of this audience speaks Spanish at home, and 65% say digital ads and social media shape what they buy. They come to us to navigate the city, and after 35 years they take our word for it.
Before committing to a longer-term arrangement, we run a Q4 pilot in the DMV to test how Zapp's messaging lands with Central American households, while there is still room to learn before the holidays.
The pilot does not promise a lead volume. It puts tested content in front of the right households and tells you which message moves them, and what that costs.
The Q4 window covers both phases: alignment and content production first, then distribution, closing before Thanksgiving and clear of the holiday window. The investment covers content creation, paid distribution and campaign management.
Additional budget can be added mid-flight at Zapp's request if the numbers justify it.
Two lead-generation campaigns in this audience, including one remittance brand with the same WhatsApp trust problem Zapp is working on. Every piece produced in-house, in Spanish. Campaign figures are totals across each campaign's full run, including paid distribution beyond our owned audience.
The client sends money over WhatsApp, and the comments on our first ads read like a list of Zapp's objections: "será confiable", "hay muchos estafadores", "¿cómo funciona?". We built 44 distinct social assets, 12 newsletter banners and 2 articles, then rotated them hard. Rate-led messages drew clicks and stalled. Safety and how-it-works demonstrations converted. We paused the weak statics in the first two weeks, cut low-intent regions in week three, and moved budget from awareness to conversion in week four. The flight closed at its best efficiency of the whole run.
Impressions 1,682,280 · Clicks 19,819 at 1.2% CTR · Leads 869 · Conversions 508
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
Audience figures are from the El Tiempo Latino 2026 Media Kit. Campaign figures are actuals from delivered campaigns.
| Contracting entity | MasTV / El Planeta LLC, publisher of El Tiempo Latino. |
| Payment | Invoiced at the start of the flight. Payment due net 30 from receipt of invoice, by ACH or check. |
| Expansion | Additional budget can be added mid-flight at Zapp's request and invoiced separately. |
| Materials | Zapp provides logo files, brand guidance, destination links and any product detail required for accuracy. All creative is produced by El Tiempo Latino. |
| Data and reporting | We report impressions, clicks, engagement, video views, demographics and creative-level performance. Chat starts, KYC completions and transactions are measured in Zapp's own analytics; we ask that they be shared with us weekly so we can optimize against them. |
| Production | All content is created by El Tiempo Latino's human writers, editors, videographers and designers. No generative AI is used in any asset delivered for publication. |
| Approvals | Two consolidated rounds of feedback per asset, within five business days. Additional rounds are accommodated at no cost and may shift the launch date. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |