Equis is proud to present our Latino Playbook – a foundational guide for Latino messaging and media. The Playbook is a collection of Latino-specific research, insights, and best practices, completed in advance of the 2024 presidential election. We made this guide with practitioners in mind - those leading strategy and execution of Latino paid media and voter contact programs. Here, you will find best practices for persuading and mobilizing Latino audiences, particularly those that have been most neglected by campaigns in the past. The Playbook is meant to be a resource that you can consult for years to come.

Equis’ Latino Playbook includes research and recommendations for:

  • Persuasion and mobilization messaging

  • Messengers and content styles

  • Spanish, bilingual and Spanglish communications

  • Targeting Latinos online

  • Selecting geographies for Latino outreach

  • Media consumption

What’s in the Playbook?

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    Part 1: Messaging and Content

    Part 1 goes deep on messaging and content recommendations for Latino persuasion and mobilization programs, including recommendations on the best ways to connect culturally with Latino audiences that effectively boost support for Democrats.

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    Part 2: Language

    Part 2 includes recommendations for how to maximize the use of Spanish-language creative, with a focus on its symbolic effects among English speakers. This section also includes recommendations for bilingual and Spanglish content.

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    Part 3: Digital Targeting and Placement

    Part 3 includes targeting recommendations, with a specific focus on ZIP codes and selecting geographies for investment, as well as media consumption data to inform targeting and placement strategies for Latino programs.

Questions?