Chicanos por la Causa

During my capstone and as a member of a three-person digital marketing team, I supported Chicanos por la Causa’s (CPLC) digital marketing efforts with a $5,000 paid media and content budget. Our goals were to increase Instagram engagement and drive traffic to CPLC’s health-related webpages; we exceeded both (see below).

Throughout the campaign, I aligned all creative work with CPLC’s brand guidelines while remaining intentional and innovative, including traveling to off-site locations to capture interviews and b-roll. To meet their objectives, I developed and executed a multi-channel strategy that included Google Search Ads, Meta Ads, Spotify Ads, and organic Instagram content, each designed to reflect CPLC’s mission and connect with the communities they serve. I also used Google Analytics 4 to measure campaign performance and analyze results, enabling data-driven decisions that contributed to our success.

Google Ads

Chicanos por la Causa: Google Search Results

As part of CPLC’s digital marketing goals, I developed and optimized bilingual Google Search Ads to drive high-intent traffic to key health-related pages, including SNAP (food card) enrollment, HIV testing, and parenting resources. Across all campaigns, our ads generated over 150,000 impressions and 1,700+ clicks, connecting users directly to services that support family health and community wellness. Several campaigns achieved exceptionally strong performance, with click-through rates ranging from 5.4% to 5.8%, significantly above industry averages. I wrote all ad copy content, refined keywords, and monitored performance to ensure each ad aligned with user intent, CPLC’s brand guidelines, and the broader objective of increasing access to essential health services.

Social Media & Graphic Design - Meta Ads

Meta Ad Experience: The following graphics, designed in Photoshop, were created for the CPLC’s Strength in Speaking Up Meta Ad campaign, which aims to increase traffic to the Chicanos Por La Causa Behavioral Health Programs page.

Chicanos por la Causa (CPLC)

Strength in Speaking Up

I created an English Meta ad for CPLC’s Strength to Speak Up digital marketing campaign, which encouraged families to prioritize mental health, resulting in 3,683 link clicks and driving strong engagement with bilingual support resources.

Parenting Arizona Sensory Screening

I developed bilingual Meta ads for CPLC’s Parenting Arizona program to drive Instagram engagement, resulting in 699 Spanish-language profile clicks and 975 English-language profile clicks. Each ad reached over 43,000 users and generated more than 74,000 impressions.

Raising a Brighter Future

Organic Instagram Content

Bringing CPLC’s Mission to Life Through Organic Instagram Reels

For CPLC’s organic Instagram content, I produced short-form videos and reels that highlighted community programs, services, and impact stories. I filmed and gathered interview clips, captured on-brand b-roll footage, and edited each story using CapCut and Adobe Premiere. Throughout the editing process, I aligned visuals with CPLC’s brand guidelines, utilizing consistent colors, pacing, and tone while crafting clear, bilingual, and accessibility-focused narration and on-screen captions. The final reels blended storytelling, community voices, and engaging edits to strengthen CPLC’s presence and connection with its audiences.