Case Study: Comcast 


Already a player within the Hispanic Market, COMCAST saw an opportunity by hiring HMS to create a grassroots marketing program. Comcast was interested in creating and nurturing long-lasting relationships with nontraditional community based organizations in New England that have deep roots and help improve the lives of Hispanics.


Given the highly competitive environment in the cable TV/Internet access field, we felt that in order to increase their acceptance and positive image, Comcast should consider establishing a way to reach deeply at the neighborhood level. Being the largest Spanish language advertiser in the region, the brand did not lack visibility but, we believed, needed to enhance its responsiveness and community involvement.


We  launched a grassroots pilot project for the cable television giant. We linked Comcast with more than a dozen highly visible and non-traditional community-based organizations which have their finger on the pulse of the neighborhoods.


The client was so positively impressed with our initial work that it has been expanded to other New England regions, including southern New Hampshire and the Worcester area. Given our high performance, Comcast is now considering HMS for other work that includes events, promotions and youth marketing.