Kansas City Royals Latino Community Outreach by Fresco Marketing
Introduction and Context
Following the 2023 season, Fresco Marketing partnered with the Kansas City Royals to deepen their connection with the Latino community in the Kansas City Metro area. This initiative began with an in-depth market research project conducted by Fresco, who presented the findings to the Royals at Kauffman Stadium. The insights from Fresco’s research—gathered through focus groups and surveys—shaped the entire direction of the Nos Vemos en El K campaign.
With a commitment to proactive engagement, Fresco Marketing proposed a tailored campaign based on these findings. This led to the creation of Nos Vemos en El K for the 2024 season. Translating to "See You at The K," this campaign aimed to foster a genuine relationship with Hispanic fans by emphasizing cultural pride, inclusivity, and community representation. By aligning with the Royals’ brand values of engagement and inclusivity, Nos Vemos en El K celebrated the vibrant Latino culture in Kansas City, making Kauffman Stadium a welcoming place for all fans.
KC Royals Latino Community Outreach by Fresco Marketing
Campaign Strategy and Execution
The Nos Vemos en El K campaign, designed and led by Fresco Marketing, employed a multi-faceted strategy to authentically connect with Kansas City’s Hispanic community. Designed around key themes of cultural inclusivity and local engagement, the campaign’s approach included media highlights, community participation, and social media activation to maximize its reach.
Culturally Relevant Video Storytelling
Fresco Marketing produced a series of four video ads for Nos Vemos en El K, featuring over 20 Latino community members. These videos highlighted individuals from diverse Latin American backgrounds, celebrating the cultural diversity within the community. By featuring real members of the Latino community, Fresco created an authentic and impactful visual narrative that strengthened the campaign’s appeal.
Gift Boxes and National Media Features
The Royals, with Fresco’s input, sent special gift boxes to notable Hispanic community members, including a unique Venezuela hat symbolizing cultural diversity. Fresco Marketing’s approach garnered additional visibility on MLB Network, where Sierra Santos featured the campaign on a live segment, enhancing the reach and impact of Nos Vemos en El K.
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As part of this national coverage, Carlos "Carlitos" Álvarez, a prominent figure in FOX Deportes' Major League Baseball broadcasts, shared the "Nos Vemos en el K" gift box on his social media during the Royals' national game amid the pennant race.
Álvarez, who joined FOX Deportes in 2015, is known for his versatility as a play-by-play announcer, analyst, and reporter. He has been featured in numerous MLB World Series broadcasts, including Game 7 of the 2016 World Series between the Chicago Cubs and the Cleveland Indians.
It's worth noting that FOX Deportes is the exclusive Spanish-language broadcaster of the MLB Playoffs and World Series in the United States.
Gift Boxes to multiple Latino community members.
Media Interest and Coverage
The campaign’s focus on cultural representation quickly attracted attention from local media outlets. While not a formal partnership, Fresco’s strategic campaign design attracted media interest from Telemundo Kansas City, Univision Kansas City, Dos Mundos, and Hispanic News, each highlighting the campaign’s cultural significance and reinforcing the Royals’ commitment to the Latino community.
Univision Coverage.
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Community Involvement and First Pitch Ceremonies
One of the campaign’s standout moments was the involvement of prominent Latino leaders from Kansas City, coordinated by Fresco Marketing in collaboration with the Royals. Throughout the season, community figures were invited to throw the ceremonial first pitch, a symbol of the Royals’ appreciation for community leaders and an acknowledgment of their impact in Kansas City.
Influencer Collaboration
Fresco engaged five Latino influencers, inviting each to a personalized experience at Kauffman Stadium to share on social media. Brenda Cortes, Roger Espinoza, DJ Ness, Karla Gil, and DINKC provided authentic campaign content that helped the Royals reach a wider, younger audience through trusted voices in the community.
Event Activations
In-person engagements coordinated by Fresco were central to the campaign’s success. During the Cinco de Mayo event at Guadalupe Centers, a street team interacted with attendees, distributing tickets and giveaways, taking photos, and sharing branded merchandise. Later, during Hispanic Heritage Month, Fresco featured the Royals’ mascot Sluggerrr at the Folklore event, connecting with community festivities and deepening the campaign’s cultural impact.
Outcomes and Metrics
Community Feedback and Sentiment
The Nos Vemos en El K campaign received overwhelmingly positive feedback from Kansas City’s Hispanic community. Through Fresco Marketing’s strategy, fans and community leaders frequently expressed their appreciation for the Royals’ dedication to inclusivity, sharing their excitement both online and in person. The campaign’s focus on cultural representation and meaningful involvement left a lasting impression, fostering a sense of pride and connection among Hispanic fans.
Broader Royals Impact
While specific metrics are maintained by the Royals organization, Fresco Marketing’s efforts contributed to notable achievements this season that underscore the impact of community engagement:
Spanish-Language Instagram Account: Following a key recommendation from Fresco, the Royals launched a dedicated Spanish-language Instagram account, gaining over 2,800 followers in its first season.
Attendance Growth: The Royals experienced a 27% year-over-year increase in attendance, the highest growth percentage in MLB.
Media Engagement: TV ratings and radio listenership rose by over 30%, influenced by the team’s on-field success and engagement initiatives.
Digital and Social Media: Engagement on the Royals’ digital platforms grew by 30%, with fans enthusiastically following campaign moments.
Community Support: The Royals Foundation saw record-breaking donations via the 50/50 raffle, reflecting strong community backing.
The Royals’ remarkable 30-win improvement and postseason appearance amplified excitement, while Nos Vemos en El K fostered a deepened sense of community and fan loyalty.
Conclusion
The Nos Vemos en El K campaign, designed and led by Fresco Marketing, set a new standard for cultural engagement by authentically connecting with Kansas City’s Hispanic community. Through community involvement, media highlights, and social media outreach, Fresco created a campaign that celebrated Latino culture and built lasting fan loyalty.
As the Royals look to the future, the success of Nos Vemos en El K highlights the importance of culturally resonant marketing and reinforces the team’s dedication to inclusivity. Fresco Marketing remains dedicated to helping organizations like the Royals connect with the Latino community in meaningful and impactful ways, ensuring each campaign is built with authenticity and purpose.
About Fresco Marketing
Fresco is a minority-owned multicultural marketing agency that is refreshing the way companies see, understand and communicate with their consumers in an environment of constant change. Our mission is to create connections, eliminate barriers, and act as a bridge between various communities and different audiences. We help brands connect culturally, emotionally and authentically with the community and their consumers, cultivating a stronger presence that allows them to get to the next level.
Media Contact:
Sinhue Mendoza Fresco Marketing
(224)715-0387
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