Somos ABQ

Case Studies Research

Newwebsiterd2 1


SOMOS began out of a deep, abiding love for Albuquerque. The vision is to illuminate every good thing we know Albuquerque to be, with an eye towards cultivating meaningful opportunities for community connection. Though it was a one-day, end-of-summer festival, the impact was to be felt year-round. SOMOS ABQ was developed around the concept of a “block party” to have an economic impact on Downtown Albuquerque through art, technology, entertainment, food and culture.

Research and planning:

SiarzaSD was limited to ten weeks to research, plan, execute and evaluate marketing and communication tactics for SOMOS ABQ. The team researched marketing tactics from millennial-centered festivals like the Electric Daisy Carnival, Lollapalooza, and SXSW. It was also important for SiarzaSD to analyze event marketing for similar festivals in other cities to cross-reference key demographics with key messages. Data compiled by Albuquerque Business First on past Albuquerque events was analyzed to account for seasonal event attendance fluctuations and industry best practices with the highest ROI for event types similar to SOMOS.

SiarzaSD created a crisis communication plan to be put into effect should a catastrophic event have taken place during the festival. Thankfully, the team did not have to deploy it. SiarzaSD created a social media calendar and was responsible for posts including testimonials to add a human voice, important event information, key community engagement opportunities (e.g. running a scavenger hunt, photo contest, and ticket giveaway for followers). FB and IG stories were used to run polls and to add variety. The Siarza team worked to contact news and radio stations, news outlets, content creators, and other media professionals who worked with key target organizations in an effort to garner both national and local media coverage for SOMOS ABQ 2018. SiarzaSD created a media hospitality area for help and equipment charging.


  • Increase awareness of the purpose, mission and vision by reaching 10 percent more people than 2017 by the end of the campaign.
  • Increase social media engagement by 10 percent year over year by the end of the campaign.
  • Increase day-of event attendance (total ticket sales) by 25 percent year over year.
  • Maintain the reach and impressions of advertising with less advertising dollars from 2017.


  • For the SOMOS campaign, published Facebook content alone reaching over 1,323,904 people, split between organic and paid posts, with an overall follower increase of 63.66 percent. Organic Twitter content reached 86,113 people, with an overall 29.03 percent increase compared to 2017. Instagram saw a follower growth of 57.02 percent. The Snapchat geo-filter was seen by 176,900 people.
  • In 2017, SOMOS ABQ’s social media accounts saw a total of 37,357 engagements across platforms. SOMOS 2018’s Facebook alone had 44,948 engagements (including reactions, shares, comments and clicks) – bringing an increase of 20.32 percent for similar periods leading up to the event, excluding Instagram and Twitter increases.
  • Overall organic engagement increased by 54.92 percent YoY and event attendance increased by 67 percent (from 15,000 event attendees in 2017 to 25,000 event attendees in 2018).
Newwebsiterd2 4
Frame with office equipment white desk background Copy Of NAVCO Logo

Santa Fe Navy Week 2020 – Video Production

The Navy Office of Community Outreach (NAVCO) and the US Navy’s Chief of Information (CHINFO) pick 15 cities in the US with a limited Navy presence (i.e. landlocked states) annually to host Navy Weeks, which are week-long events to increase awareness about the Naval service

Frame with office equipment white desk Image

Bernalillo County DBHS – Social Media

Bernalillo County Department of Behavioral Health Services was facing difficulties in increasing their visibility and engagement rates on social media platforms, which were critical for spreading awareness about their programs and services. Siarza was hired to implement a robust social media strategy for DBHS.

Frame with office equipment white desk DADSS Square Logo

DADSS – Social Media

In an effort to reduce drunk driving fatalities, Siarza launched an ambitious social media campaign for Driver Alcohol Detection System for Safety (DADSS). The campaign targeted a broad spectrum of audiences, from Federal lawmakers and safety advocates to parents and millennials interested in the technology.

Frame with office equipment white desk Copy Of NAVCO Logo

Albuquerque Navy Week 2022

NAVCO wanted to enhance the visibility and impact of Albuquerque Navy Week (ANW) 2022, aiming to build stronger connections with local businesses, schools, and organizations, stimulate media coverage, and highlight the importance of the Navy in Albuquerque. Siarza developed a comprehensive strategy encompassing diverse marketing

Frame with office equipment white desk Bernco logo removebg preview

Bernalillo County DBHS – App

Siarza created a comprehensive mobile application designed to connect at-risk individuals with vital mental health resources for the Bernalillo County Department of Behavioral Health Services. Launched in 2022, the BernCo application serves as a testament to the power of effective research, planning, and implementation within

Frame with office equipment white desk NASWSI Logo

NASWSI – Web Development

Siarza designed and developed a user-friendly, engaging website for the Native American Social Work Studies Institute. The process began with an in-depth research phase, where Siarza conducted keyword and SEO audits and a competitor analysis. To ensure that the website remains visible on search engines,

Frame with office equipment white desk

DESRI – Press Conference

D. E. Shaw Renewable Investments (DESRI), a leading developer and operator of renewable energy projects, was tasked with hosting a press conference announcing infrastructure improvements in New Mexico. The event was to be held in a remote location on an old power plant site, with

Frame with office equipment white desk Hotel Zazz Logo

Hotel Zazz – Social Media

Hotel Zazz, located in the Nob Hill neighborhood and along the historic Route 66, aimed to increase its visibility, educate audiences about its unique features and location, and boost engagement and bookings. Siarza employed various social media tactics, including focused messaging, creative use of hashtags,

Frame with office equipment white desk UNM Truman Health Services Vertical RGB

UNM Truman – Social Ads

In 2022, Siarza partnered with UNM Truman Health Services to promote inclusivity and dismantle stereotypes around the topic of HIV testing to the LGBTQIA community. UNM Truman Health Services’ mission is to enhance the well-being of people living with HIV/AIDS and raise awareness through educating

back to top