ONE BRAND.
DIFFERENT AUDIENCES.
Working in partnership with VPE Communications, theALMAgroup designed communications for McDonald’s initiatives serving very different audiences—from a bilingual owner/operator publication to bilingual college-access and scholarship outreach.
COMMUNICATION BUILT FOR THE PEOPLE IT NEEDS TO REACH.
The same global brand can speak to an owner/operator, a high-school student and a parent in very different ways. Our role was to help make each communication relevant to its audience while remaining disciplined inside the McDonald’s brand environment.
COMMUNICATING WITH THE PEOPLE BEHIND THE GOLDEN ARCHES.
McFamilia was a bilingual publication for McDonald’s owner/operators. Hired by VPE Communications to design the publication, theALMAgroup created an editorial experience that organized business, restaurant, community and organizational content for a multicultural owner/operator audience.
ENGLISH + SPANISH, DESIGNED AS ONE PUBLICATION.
McFamilia was produced as a bilingual flip publication. For the web, both editions are presented upright so the editorial system—and the Spanish-language design—can be viewed directly.
OPPORTUNITY, COMMUNICATED IN TWO LANGUAGES.
For McDonald’s HACER and Steps for Success communications, theALMAgroup—working through VPE Communications—designed bilingual materials supporting college-access workshops and scholarship awareness for Hispanic students and their families.
NOT A TRANSLATION AFTERTHOUGHT. A BILINGUAL COMMUNICATION SYSTEM.
Brochures, postcards, posters and event displays carried the same message across English and Spanish touchpoints, helping students and parents understand workshops, financial aid resources and scholarship opportunities.
AWARENESS → INFORMATION → WORKSHOP → APPLICATION → OPPORTUNITY
Good communication does more than announce a program. It helps someone understand the next step, participate, apply and move closer to an opportunity that can change what comes next.
Trusted by organizations—and by the agencies that serve them.
The McDonald’s work also demonstrates an important part of theALMAgroup’s history: agency partners such as VPE Communications trusted us to help execute high-profile work for major brands and multicultural audiences.