Session C – Community Relations: “El Poder en Ti,” A Comprehensive Community Initiative Aimed at Empowering Latinos in Key Areas of Education, Health, and Finance" Vanessa Garcia, Manager, Community Affairs, NBCUniversal Telemundo Enterprises

2. • Altruistic behavior carried out by the company
• An advertising tool to improve your image
Not that it cannot be those things, but for CSR to truly be successful
• It’s a way of management that involves collaboration with society incorporating it’s
concerns as part of it’s strategy and making a commitment to
What CSR and Community Affairs Is Not

3. • Clear Enterprise wide vision and strategy
• Scalable programs
• Programs aligned to business goals/values with
measurable outcomes
• Strategic Partnerships
Corporate Social Responsibility
Community Affairs Key Best Practices

4. 90%NBCUniversal
reach of all
U.S. Hispanics
ROCK
SOLID

5. DVR
Proof
88%
88%
of
Telemundo
prime0me
viewing
is
live
(vs.
56%
of
EL
Bdcast
nets
&
76%
of
top
10
EL
cable
nets)
Unique
Reach
@
Scale
3.9M
3.9M
Hispanic
A18-­‐49
reached
Exclusively
on
Telemundo
per
week
NOT
reached
on
any
EL
Bdcast
or
top
10
EL
Cable
net
The
New
Big
4
#4
Ranked
on
A18-­‐49
IMP
(000)
M-­‐F
7-­‐11P
Source:
#4
=
Nielsen
NPM
LSD,
A18-­‐49,
M-­‐F
7P-­‐11P,
7/18/16-­‐9/216,
DVR
Proof
=
L5M
(Nielsen
Data
Source)
L
to
L7,
M-­‐SU
7-­‐11P
(excluding
sports)
9/21/15-­‐8/7/16,
Reach
=
L5M
(Nielsen
Data
Source),
June
2016
by
Week,
HA18-­‐49
5

6. • Since 1989, The More You Know has been NBCUniversal’s longest-standing cross-company public service
initiative focused on education, diversity, health, internet safety, and the environment
• Deeper focus and engagement on the Environment has been established through multi-platform programs such
as Green is Universal
• Through El Poder En Ti, inspirational stories are brought to life by a series of public service announcements
starring various Telemundo talent supported by a specialized website, digital tools and resources reaching 94% of
Hispanic TV households
• As part of El Poder En Ti, #YODECIDO one-of-a-kind comprehensive and multi-platform seeks to inform,
empower and engage Hispanic voters in 2016 including voter registration drives hosted by Telemundo-owned
stations
• NBCUniversal and Telemundo continuously using their voice and influence on the communities we serve, to
deliver content and resources that provide positive impact
NBCUniversal and Telemundo have been pioneers in launching
initiatives that touch on the nation’s most pressing social issues

8. Clear enterprise wide vision and strategy

9. Our Pillars
HEALTH & WELLNESS EDUCATION FINANCIAL EDUCATION Community
Engagement
Tu Salud is a health and
wellness program
designed to inspire the
Hispanic community to
take small steps each day
to achieve healthier living
in general and deep dives
on to health risks: heart
disease, cancer, obesity
and diabetes.
Tu Educación is an
education initiative aimed
at increasing
Hispanic student interest in
STEAM fields by informing,
educating and empowering
students and their parents,
given that jobs in the future
are in STEM fields.
We also support college
readiness through Tu
Educacion.
Tu Dinero promotes
financial literacy helping
achieve long-term
financial success by
focusing on major
barriers, such as
managing debt, home
ownership, retirement
planning, and paying for
college.
Alerta Verde provides
green tips to our viewers
to help the environment
#YODECIDO supports
voter registration drives
and get out the vote
Volunteerism/ Participar
es Progressar
encourages our viewers
and employees to
volunteer in local
communities and
participate in blood drives
and disaster relief

10. BUILDING BLOCKS TO SUCCESS
NATIONAL DIGITAL & SOCIAL TARGETABILITY

11. Scalable programs

12. Scalable National and Local

13. Earth Week by the numbers!
+38 Brands participated
with marketing and
programming over 7
days
2 Events reaching thousands of people across
Universal Orlando and Universal Hollywood!
Over 19,000 sweeps entries
in only 1 week!
21 new Environmentally
focused TMYK/ EPET
aired across network &
cableConsumers could take
their picture “on the sets”
of Today, Late Night with
Seth Meyers, E! News,
Fashion Police
Over 5,200 tweets in 1 week,
including 2,430 in just 1 hour

14. PROGRAMMING CONTENT
• Daily - Monday thru Friday
– Green kitchen segments: will have various kitchen segments, one of them focusing on how to
preserve natural herbs we use in the kitchen on NBC and Telemundo
– Green Connections: people tell us their green initiatives regarding recycling via our “Conexión
Directa” segment thru FB & Twitter
• Programming content across all Telemundo programming
• Al Rojo Vivo/Alerta Verde
• News
• Sports
• Weekend
During Earth Week we will air the following two Disney Documentaries on
Friday 4/25:Oceans and African Cats

15. • Telemundo.com
• Facebook
• Twitter
#LightsOffScreenOn
DIGITAL CONTENT

16. Local Stations
– Green stories on (Mon-Fri) local
newscasts
– Daily stories about small things that can
have big impact
– Airing regularly scheduled “Alerta
Verde” segment which is produced by
meteorologist

17. Programs aligned to business goals with
measurable outcomes

18. Measurable Goals
• Connect Digitally with consumers in English and Spanish
• Connect millennials to the brand
• Build consumer affinity, with consistent brands aligned to
community issues
• Enable consumers to personally connect with Telemundo &
NBCUniverso
• Engage Employees
• Create incremental revenue streams for Network and Station
Group

19. STRATEGIC PARTNERSHIPS

20. Community Partners

21. Red Cross Partnership

22. GRACIAS