Challenge
Los Rios Community College District needed to authentically celebrate their strong ties with the local Hispanic community during Hispanic Heritage Month, going beyond typical institutional recognition to create genuine connections that would resonate with community members.
Approach
Rather than creating standard marketing materials, 3fold developed a “Love Letter” campaign centered on genuine appreciation. This concept allowed Los Rios to express gratitude to the Hispanic community through meaningful cultural celebrations including art, music, dancing, and community gatherings—with no enrollment agenda attached. By showing up in community spaces with no ask in return, Los Rios demonstrated their sincere commitment to the Hispanic community.
Impact
The campaign created powerful ripple effects throughout the Hispanic community:
- Created over 1 million authentic touchpoints through local influencers, event sponsorships, and cultural celebrations
- Generated 120,000+ video views and 3,500+ social media engagements
- Established Los Rios as a genuine community partner through platforms like TikTok, Instagram, and Univision
- Strengthened community ties that extend far beyond a single month of recognition
By focusing on cultural celebration rather than institutional promotion, Los Rios formed deeper connections with Hispanic community members that will continue to flourish beyond the campaign timeline.
