A year of pulsed content waves built to bring Latino small business owners onto Small Business Digital Ready, from the media group that has already signed up more than 5,000 of them.
Prepared for Daniel Gutzmore · Verizon Small Business Digital Ready
Latinos start businesses at a faster rate than any other group in the country, and they are the hardest small business population for a national platform to reach with a national message. A large share are Spanish-dominant. Many are early-stage, informal, or sole proprietors who never encounter English-language business media. The owners with the most to gain from a free training and grants platform are the ones least likely to be told it exists.
Tiempo Company reaches that population every day through outlets those owners already trust. Between 2023 and 2025 we ran acquisition for Small Business Digital Ready through the National Association of Hispanic Publications and enrolled more than 5,000 Latino small business owners nationwide. We enrolled more than eighty times as many as the next publisher in the program.
Your team described the partnership precisely. This proposal is built to that description.
That gives the work two jobs. First, put Small Business Digital Ready in front of Latino owners in the language, voices and formats they respond to. Second, convert that attention into completed enrollments at a cost per acquisition that stands up next to the rest of your paid plan.
We build native Spanish-language content around Verizon's brand-level messaging, produced by the anchors our audience already knows by face and name. In prior years, when we replaced the Spanish-language assets we were given with the same offer delivered by a familiar voice in the audience's own idiom, engagement and sign-ups rose sharply.
The formats we draw from, matched to what each moment calls for:
Assets carry Verizon and Small Business Digital Ready branding and identify who is eligible. Not every wave uses every format, and the mix is set with your team when the calendar is built.
Assets can run across the full set of channels:
Placements sit in an annual bank and are drawn down against moments, with the wave calendar mapped by your team in advance and adjustable on 30 days' notice as your plan moves. Verizon moments we would build waves around include the rolling grant, the next round of local grants, contests such as Amplify Your Brand, the AI Accelerator, the Super Bowl window, early planning for Los Angeles 2028, and the small business expo series.
Moments we would bring to the calendar:
We start from our own first-party data, the newsletter subscribers we hold directly, and layer on the custom audiences we have built in our ad account from the people who engage with business, entrepreneurship and personal finance content across our sites and social accounts. That seed is what makes the targeting accurate. Audience extension built from it, using lookalike audiences on Meta, is what carries a wave beyond our ecosystem. A retargeting layer then works the owners who engaged with a wave but did not complete enrollment.
Optimization concentrates on a small number of campaigns that run all year. The creative that proves out early keeps running, and each moment folds its own thematic assets in alongside it. Spend compounds on what is already working, and the audience keeps getting sharper.
The read-out we deliver is about which arguments move Latino business owners to act: whether the grant, the coaching, the courses or the peer network is what gets a registration finished, and how that differs by market and by stage of business. That is intelligence you can use across the rest of your plan.
We optimize as far down the funnel as your systems allow. Where the Digital Ready stack lets us pass and confirm completed registrations, we optimize toward sign-ups and report on them. Where it does not, we optimize toward qualified leads, meaning Latino business owners who have given their details and asked to be enrolled, and hand that file to your team.
The measurement setup is agreed at kickoff, with the tracking, parameters and reporting source named in writing so both sides read the same number all year. We have run this program across three different reporting setups and know where the gaps usually appear. We would rather resolve that in December than in June.
An annual bank of creative and placements, drawn down against the moments Verizon selects. Quantities below are per calendar year 2027.
| Deliverable | Momentum | Partner | Anchor |
|---|---|---|---|
| Creation | |||
| Content waves Each mapped to a Verizon or Tiempo moment | (6) | (8) | (12) |
| Branded explainer reels 30 to 60 sec, anchor-hosted, original production | (3) | (4) | (6) |
| Branded carousels | (4) | (6) | (8) |
| Ad adaptations Hook and format variants for testing and retargeting | (12) | (16) | (24) |
| Branded articles Published on eltiempolatino.com and elplaneta.com | (2) | (2) | (3) |
| Distribution | |||
| El Tiempo Latino Daily native placements Weeks in the daily newsletter | (4) | (5) | (8) |
| El Planeta Daily native placements Weeks in the daily newsletter | (3) | (4) | (6) |
| Tiempo Signals native placements Weeks in the national daily newsletter | (3) | (4) | (6) |
| Dedicated e-blasts Standalone sends on Small Business Digital Ready only | (2) | (2) | (3) |
| Website display Weeks across eltiempolatino.com and elplaneta.com | (4) | (6) | (10) |
| Organic social publishing Assets published natively on Instagram and Facebook | All waves | All waves | All waves |
| Audience extension Through Meta, behind every wave, with a retargeting layer | All waves | All waves | All waves |
| Local market amplification Dedicated push in Greater Washington and Greater Boston for Digital Ready expos and events landing in those markets | (2) | (3) | (4) |
| Intelligence | |||
| Enrollment file Full registrant file delivered to Verizon, reconcilable against platform reporting | Included | Included | Included |
| Reporting | Per wave + annual | Per wave + annual | Per wave + annual |
| Message testing read-out What moves Latino owners to enroll, by market and stage | Twice a year | Quarterly | Per wave |
| Rights | |||
| Content ownership Verizon holds full usage rights to all created content, in perpetuity, across its own channels and paid media | Included | Included | Included |
| Investment All-inclusive for the calendar year | $75,000 | $100,000 | $150,000 |
Three levels, each a firm price for the scope set out above. Cost per enrollment improves as the program scales, because production cost per wave falls and the audience data gets sharper with every wave we run.
Each price is all-inclusive: creative production, talent, audience extension, registrant support and reporting. There are no additional or pass-through costs. A custom level can be built around any priority in your plan and confirmed in writing before booking.
The enrollment targets above are estimates, not guarantees, and they are set at the volumes this program has already produced through our channels. In 2024 we contracted against a national enrollment commitment and delivered above it, at a cost per enrollment inside the range your team works to. Every level here holds to that range, and each one improves on the level below it.
| When | What happens |
|---|---|
| By 30 September 2026 | Level confirmed. This is the date that lets the program sit inside your 2027 plan. |
| October to December 2026 | Wave calendar mapped against Verizon's 2027 moments. Brand guidelines and approval workflow set. First two waves written and produced. |
| January 2027 | First wave live, timed to the formation window. |
| February to December 2027 | Waves pulse against the calendar. Wave reporting within 10 business days of each flight closing. Calendar adjustable on 30 days' notice. |
| January 2028 | Annual report, reconciled enrollment file, and full message testing read-out. |
Production has a floor of roughly four weeks per wave from brief to publication, including brand approval. A signature that slips comes out of the flight, not out of production, which means fewer live weeks against the same moments.
The first case is this program. The other two show the same job on other subjects: taking a free or unfamiliar offer and getting Latino adults to complete a registration.
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 · registrations 1,618
Anchor-hosted reel, 2025 · Anchor-hosted reel, 2024 · Retargeting still · Facebook placement
Education advertising blurs together when everything promises opportunity. For Latino adults weighing real trade-offs of time, money and family, generic messaging moves nobody. We built the platform around agency: the skills to build something and the stability to choose differently. A modular creative system carried it across editorial and social for sustained exposure and measurable action on enrollment.
Impressions 1,586,166 · Clicks 1,042
A free public service is easy to tune out when it does not feel personal. We built clarity-first creative that answered two questions fast, what changes for me and what do I do next, and distributed it with enough repetition across social, editorial and print to move riders from not knowing the service existed to using it.
Impressions 864,477 · Targeted clicks 4,439
Campaign figures are totals across each campaign's full run, including audience extension beyond our owned audience.
| Contracting entity | MasTV / El Planeta LLC, dba El Tiempo Latino. EIN 45-5252681. W-9 and vendor documentation provided on request. |
| Payment | Invoiced monthly across the 2027 flight, in equal installments. Payment due net 30 from receipt of invoice, by ACH or check. |
| Brand guidelines | All creative is built inside Verizon brand guidelines. The review and approval workflow, including which assets require sign-off, is agreed at kickoff and set to match your brand and legal calendar. |
| Approvals | Two consolidated rounds of feedback per deliverable. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Delivery | Guaranteed impressions are digital only and assume the full 2027 flight. They are measured in Meta Ads Manager, Beehiiv and site analytics, and reconciled in the annual report. Any shortfall is fulfilled with additional delivery at no cost to Verizon. |
| Outcomes | Enrollment figures are targets, not guarantees, and carry no make-good. The final target and the metric it is measured against are set jointly at kickoff and reported at every wave. Tiempo Company commits to the delivery above, to continuous optimization, and to full transparency in reporting. |
| Registrant data | Where Tiempo Company collects registrant information directly, it is collected under Tiempo Company's privacy policy with explicit consent to transfer, and the complete file is delivered to Verizon. |
| Calendar changes | The wave calendar is adjustable on 30 days' notice. Unused placements do not roll beyond 31 December 2027. |
| Disclosure | All content published on Tiempo Company channels is clearly labeled as paid. |
| Validity | This proposal is confidential and valid for 60 days from the date of issue. |