MERCADEO Versión en español
Ana Rosella Ibarra of Verizon: Our goal is to keep creating content that celebrates the hispanic community
Claudia Smolansky| 16 de agosto de 2021
Verizon
Enterate con Verizon is a content platform that celebrates the Latino community. The project seeks to present stories of interest to Hispanics while honoring employees belonging to that community and who form a part of that company. Its creators, Ana Rosella Ibarra and Diana Alvear, both members of the company’s communications team, described what led them to create the series that has aired three episodes up to now, and spoke of the feedback they have received from Verizon employees. “It’s essential for Verizon to listen, understand and take measures that support and empower our community. We wanted to create a platform that lets us reveal all that goes on within Verizon, as long as it’s of interest and benefit for our Latino audience, and also creates a space where we can interact in a dignified, culturally relevant way with employees and Hispanic clients” Ibarra said. For her part, Alvear noted that feedback from employees has been really positive, and mentioned the case of Chris Estrada-Ballesteros, who works at a store in Florida. “Thanks to his advice on the Tips from La Tienda segment, Chris has become very well known in Verizon, which will give him more and more career opportunities. The reaction from the rest of our V-team colleagues has been surprising and very gratifying. This has occurred not only on the part of our Latinx colleagues, but also among those who are not a part of the community but who enjoy, celebrate and identify with the content. We have created a very personal space where we can get to know each other better,” Alvear said. She said the subjects studied in the series up to now were picked following a monitoring of news stories and analyses in order to identify priorities for the Latino community, like health and education. Taking part in the launch of the first episode was Verizon CEO Hans Vestberg, who expressed a welcome in Spanish to participants and the audience. And in the episode on health, participants spoke of the brand’s association with Hoy Health, which offered Verizon clients exclusive discounts on telehealth services. Other installments have been about soccer and the team’s collaboration with LaLiga, as well as about financial education. “Our aim with this project is to keep turning out Informative content that celebrates the Hispanic community and connects us with Verizon employees and users in a significant way. We’re committed to offering the best technology and the greatest value in the industry” Ibarra said.
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