The Friends of the National Museum of the American Latino strives to create a museum in our nation’s capital to educate, inspire and encourage respect and understanding of the richness and diversity of the American Latino experience within the U.S. and its territories by highlighting the contributions made by Latino leaders, pioneers and communities to the American way of life.

Project Overview

Latino Strategies started its engagement with the National American Latino Museum Commission in 2010. Our assignment was to grow the number of members who support the Commission and its work ahead of the submission of its report to President Obama and Congress on development of a National American Latino Museum on the Washington Mall.

Prior to Latino Strategies beginning its work, the commission had fewer than 3,000 Facebook fans and 12,000 supporters in its email database. Just 18 months later, Plus Three has helped the National American Latino Museum garner over 200,000 supporters through social media.


Latino Strategies first lent its expertise to the National Museum of the American Latino Commission in 2010, designing and developing The site, which showcases the commission’s work and encourages visitors to get involved and become supporters of the museum through tightly integrated social media, was an immediate success. Through a direct response email strategy and targeted Facebook advertising, membership increased dramatically within the three months of the campaign, quickly exceeding goals. Prior to Latino Strategies beginning its work, the commission had fewer than 3,000 Facebook fans and 12,000 supporters in its email database. In just over 90 days, Facebook fans exceeded 50,000 and the commission’s email database surpassed 65,000.

In 2011, as part of its ongoing strategy and technology work for the Commission, Latino Strategies launched a new website,, for the 501(c)3 nonprofit Friends of the National Museum of the American Latino. Today, the Museum’s has over 200,000 supporters across Facebook, Twitter, and its email database.

Social networking is changing the paradigm of how the Internet works. The Internet is evolving from an open network to a closed network, and from a mass market medium to a one-to-one communication vehicle. Latino Strategies’s focus on these social networks focus on taking offline information and available profile and demographic data to micro-target specific communities. Our ongoing paid media campaign reaches over 2 million Latinos in over 239 cities nationwide with 140 different ad variations based on geographic and demographic profiling.

The rapid growth in the number of museum supporters is staggering and places the campaign to build an American Latino Museum alongside the membership of the world’s greatest museums. The Latino Museum’s Facebook support exceeds each of the Smithsonian Museums and its rate of growth tops even the Met in New York and the Louvre in Paris.

“With more Latinos than ever using the internet to communicate, learn and interact with their community, social causes must look to the internet to spread the word about their important goals,” said Juan Proaño, President, Latino Strategies. “The outpouring of support for the National Museum of the American Latino shows the deep desire of our community to share our culture, art and history with the nation. At Latino Strategies, we are proud to help the museum’s commission reach thousands of supporters who will be crucial to building this museum.”

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