Ethnic PR alliance wins CA contract

SACRAMENTO, CA: A coalition of ethnic PR and social marketing firms assembled by Sacramento-based Deen & Black has been awarded a dollars 6.1 million California state contract to recruit people into the K-12 teaching profession.

SACRAMENTO, CA: A coalition of ethnic PR and social marketing firms assembled by Sacramento-based Deen & Black has been awarded a dollars 6.1 million California state contract to recruit people into the K-12 teaching profession.

SACRAMENTO, CA: A coalition of ethnic PR and social marketing firms assembled by Sacramento-based Deen & Black has been awarded a dollars 6.1 million California state contract to recruit people into the K-12 teaching profession.

Deen & Black will act as fiscal agent for the contract, which is funded through the California State University system, and administered by the California Center for Teaching Careers or 'CalTeach.' However, CalTeach will be led by Nakatomi & Associates, a Santa Monica PR firm specializing in the Asia-Pacific market.

Other partners include Valencia Perez & Echeveste of Pasadena, who will be responsible for Latino outreach, and Los Angeles-based Young Communications for the African-American market.

'The pitch was designed with the 'new California' in mind,' explained Deen & Black VP Alicia Ritter, referring to the state's more than 51% non-white population.

According to Ritter, about dollars 1.4 million of the budget will be allocated to PR activities. Of the dollars 4 million advertising budget, at least 75% will go toward regional ethnic media, as advised by New California Media, a non-profit organization that provides advertisers with a one-stop-shop approach to ethnic media buying. 'Their grassroots approach was very compatible with our thinking,' said CalTeach associate director Kris Marubayashi.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in