NAPA AUTO PARTS - PURA CALIDAD

Story

In an effort to reaffirm its commitment to the U.S. Hispanic community and address high unemployment rates, NAPA AUTO PARTS leveraged its national PURA CALIDAD mobile tour to conduct a series of career days aimed at recruiting bilingual job candidates across various experience levels in 10 key markets.

Havas FORMULATIN was charged with developing a multi-faceted PR program that would increase brand awareness, generate media coverage of NAPA AUTO PARTS’ bilingual recruitment program, and drive attendance to the events to secure applicants.

Tactics

  • Distribute event details to key Hispanic broadcast, print, and online media
  • Coordinate TV and radio interviews for NAPA AUTO PARTS executives to address opportunities available to bilingual candidates
  • Establish relationships with community organizations, trade schools and temp agencies as vehicles to reach target audience

Results

  • NAPA AUTO PARTS’ 10 career days were featured in 120 print, online and broadcast outlets, including Telefutura, El Especialito, El Clasificado, Prensa Hispana, and El Mexicano
  • NAPA AUTO PARTS’ bilingual executives were interviewed by local Telemundo and Univision TV and radio stations
  • Leveraged relationships with community organizations to disseminate event details, including Mexican consulates, Calif. State University,  Ariz. Automotive Institute, Greater Phoenix Urban League, etc.

Havas FORMULATIN

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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