Apr 13

Written by: reh
4/13/2008

April 13, 2008, Sunday

9:00AM Fernando at the motel. Jessica called, on the way from Teguci their pickup had a flat. They are only 10 minutes north of Nacaomi so Fernando and I drove to the pickup, loaded the tire in the trunk and Jessica, husband and 2 kids in car. Stopped at tire repair shop on the way back to Nacaomi and left the tire, husband and kids ant went back to check on Roxana. She had not arrived and said she couldn’t make it. Drove to T.V. station but we were at the transmission location; the recording studio is on the other side of town. Fortunate Nacaomi is not a large town. Walked in studio at minutes before 10:00AM.
The studio is a square room approximately 15x15feet. A long table with a rounded front side sits far enough from the wall that 4 captain’s chairs can fit between the table and the back wall. There are 2 couches along the wall with the door; these are all out of the view of the camera and people coming and going hang out in this area and are a major distraction as the show progresses. The wall opposite the table has shelves filled with antiquated electronic stuff that is the center for all signals (broadcaster, interviewee, telephone callers, etc). A video camera sits precariously on a tripod just far enough away from the shelves that the technician (or others) can pass behind the tripod by stepping over the rear tripod leg. Another distraction because I knew, each time someone passed behind the camcorder, he would knock the whole contraption over.
I will tell you now, that I didn’t have an opportunity to talk to anyone about making a recording for L4L before I was directed to my chair during a commercial bread. After the show, I asked the technician to make a copy for me. He said he would try but wasn’t sure what he would record to (CD, tape, other). I said that it doesn’t matter, we can retrieve the recording and that we would gladly pay for the disc and any time required. The next morning, Fernando called to say that the program wasn’t recorded; end of story. A tremendous marketing event; gone!
Short introductions and explanation by me of L4L. Hadn’t gotten 10 minutes into the hour when a principal from one of our schools called to verify the tremendous impact; absenteeism down, student enrollment up. A few more questions and a call from a principal of a local school asking how their school could enroll. The entire hour was an alternation between principals/teachers from participating schools with accolades for L4L and principals/teachers from other local schools calling to ask how they can participate. About 20 minutes in Roxana called to tout the virtues of L4L and what a tremendous improvement it made in her school (I think Roxana stayed home on purpose so she could be certain that at least one positive call happened); a far better use of her time than coming to the station. What a tremendous marketing video that isn’t!
About 45 minutes into the program, local marketing reps from TIGO (unquestionably, the largest cell phone provider in Honduras, and probably in Central America) came into the “reception area”. The interviewer took the opportunity to plug the show that would follow (an interview with officials from TIGO), I took the opportunity to suggest that possibly TIGO could sponsor 6 or 8 schools. They stood in the reception area (off screen, shaking their heads in approval – what else could they do?).
Immediately after the show, I went to the technician and asked for a recording (but you know the ending). Then I turned to TIGO and said I have the best goodwill/marketing strategy possible. The apparent leader said “we already contribute to a foundation…” I cut him off; “I not talking about a hat-in-hand $200 contribution where we say “thank you”. I’m talking about a marketing strategy where you support the bulk of L4L. With this you put a note in the corner of every add that says “we feed poor kids thru” over logo and “Go to www.lunchesforlearning.org and help us stop hunger”. This is not dropping a few bucks on some foundation nor is it helping some local group with money managed by TIGO (that nobody will take seriously) but a huge marketing opportunity where everyone can go to our website (totally independent of TIGO) and see the proof of what you are doing. With sufficient backing, L4L puts the TIGO logo with a comment “Primary supporters of L4L”. TIGO response: “you have your own website?” My response: “yes, just the basics since we’re all volunteers but with if financing like a marketing effort it can be tailored to fit.” TIGO response: “We would like to talk (don’t know if they are being polite-like Alcoa-or serious; time will tell).” TIGO rep and Jessica swapped info and they were on the air.
A really great event for L4L, except, it wasn’t recorded.
12:00PM At motel with Fernando and Jessica comparing notes and divvying up tasks over lunch.

2:00PM Packed for trip to Teguci in the morning. End of day.

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