FOCUS
The Challenge
Cisneros Media envisioned FOCUS as a catalyst for Venezuelan women in South Florida to build sustainable businesses through education, mentorship, and visibility.
However, despite the impact of the program, the story wasn’t reaching key stakeholders. Without clear positioning, it was difficult to attract new partners or scale the initiative’s influence.
THE Strategy
I was brought in to shape a clear, compelling narrative and strategic communication plan to elevate the program’s identity and set it up for long-term success.
- Defined the program’s value proposition for external stakeholders
- Developed a strategic communication plan with tailored goals and audiences
- Positioned FOCUS to stand apart from similar initiatives
- Created templates for press releases, PR articles, and success story spotlights
- Established core messaging pillars for brand consistency
- Developed the campaign theme: “Progress Before Perfection” to inspire and unify communication
“Un trabajo impecable y excelente. We’re so excited for what is coming for FOCUS”
-Mariela Briceño. Co-Founder & CEO, Venprendedoras-
“Thank you for a wonderful vision and collection of insights”
-Maria Ignacia Arcaya. SVP Social Impact & Institutional Relations - Cisneros Media-
The Results
- Launch-ready campaign assets for 2025-2026 outreach
- Improved clarity and resonance among investors, mentors, and applicants
- Media-ready materials to increase visibility and share participant stories
- Stronger internal alignment and foundation for scalable program expansion