Infrastructure Expansion Communications Strategy

During the COVID-19 pandemic, Hispanic and minority-owned businesses across Sacramento faced disproportionate economic hardship as public health restrictions and economic uncertainty impacted local commerce.

The Sacramento Hispanic Chamber of Commerce needed a way to increase visibility, engagement, and community support for local businesses while navigating rapidly changing public conditions. The work required messaging that could both inform and inspire while reinforcing the importance of supporting small businesses during a critical moment for economic recovery.

SociosPR approached the work through the lens of community trust, cultural connection, and economic resilience, positioning Hispanic-owned businesses as essential to Sacramento’s economic ecosystem.

The strategy focused on creating consistent bilingual storytelling across earned media, digital platforms, stakeholder communications, and community engagement channels. Rather than relying on one communications platform, the work prioritized meeting audiences where they were already engaging through media, social content, live conversations, and trusted community partnerships.

Messaging emphasized community pride, visibility for local entrepreneurs, and collective economic recovery while ensuring communications remained culturally relevant and accessible for both English and Spanish-speaking audiences.

SociosPR served as the Sacramento Hispanic Chamber of Commerce’s agency of record, leading an integrated bilingual communications strategy supporting initiatives, programs, and events focused on small business recovery and community engagement.

The work included:

• Developing and managing a multi-channel communications and editorial strategy
• Leading bilingual media relations and earned media outreach
• Writing and distributing press materials in English and Spanish
• Creating consistent messaging and storytelling across digital and community platforms
• Producing video content and managing Facebook Live interviews featuring business owners, thought leaders, and community voices
• Coordinating stakeholder outreach with government agencies, nonprofits, business leaders, and community partners
• Continuously monitoring engagement and adjusting communications strategies to align with evolving community needs

The integrated approach helped create a recognizable and trusted communications presence that elevated local business voices throughout the pandemic recovery period.

The #JuntosSacramento campaign generated 311 media placements reaching more than 69 million people and secured more than $2.6 million in media value through local, regional, statewide, and Spanish-language media coverage.

The work also contributed to a 120% increase in awareness of Hispanic-owned businesses in Sacramento between 2020 and 2022 while helping increase event participation, newsletter engagement, and social media interaction across Sacramento Hispanic Chamber of Commerce platforms.

Beyond visibility, the campaign helped strengthen community connection during a period of uncertainty and positioned the Sacramento Hispanic Chamber of Commerce as a trusted voice for advocacy, business support, and economic recovery.