The Why? Adapting C-SPAN’s event marketing approach during the pandemic forced Dominguez and her team—75% of which are minorities—to switch how they think about in-person experiential marketing. When the long-running C-SPAN Bus program was retired, they concentrated on finding new ways to connect. Virtual presentations, targeted digital ads and increased social engagement—along with C-SPAN’s Powered by Cable messaging and the new C-SPAN Now video app—led to a hybrid marketing approach that is driving growth in new, and younger, demographics.
She Says… “C-SPAN’s annual student documentary competition StudentCam that gives $100,000 to middle and high school students each year has always been very near and dear to my heart. Seeing these bright, civic-minded students create thoughtful, short documentaries about issues of national importance always makes me believe that these are future leaders in the making.”
Song from your earlier days that’s still on your playlist? The genre of music that has always been (and I imagine will always be) on my playlist is Brazilian jazz. Being from Paraguay, it was music that I grew up hearing and the samba beat is one that always makes sway. If I had to pick just one song, it would have to be the classic “The Girl from Ipanema” by Astrud Gilberto & Stan Getz.
What community support initiative has your company championed that you’re most proud of? C-SPAN’s annual student documentary competition, StudentCam that gives $100,000 to middle and high school students each year has always been very near and dear to my heart. Seeing these bright, civic-minded students create thoughtful, short documentaries about issues of national importance always makes me believe that these are future leaders in the making. Over the years I have been to dozens of the winning ceremonies and I still get a kick watching the excitement on these kids’ faces as they get their “big checks” and recognition from public officials in front of their teachers and peers.
First internship: My first internship three summers in a row in college was at the International Monetary Fund in the Accounts and Financial Reports Division. It was such a tremendous opportunity to not only learn a whole lot about finance and but also get to interact with people from so many different cultures and backgrounds. They regularly had events and cultural programs that really opened up the world to me and gave me a huge appreciation for people from different countries and whet my appetite to start traveling and experiencing the other cultures.