Extended the mission of a lifesaving organization through international market expansion
Company: Be The Match Mexico
Category: Brand Strategy, Campaign Development, Marketing Planning, Marketing Leadership
Date: 2017
To address the low number of available Hispanic donors on the Be The Match (BTM) registry in the US, and to overcome the unserved need for bone marrow transplants in Mexico, BTM expands into Latin America. This was the first time the non-profit had entered into a new international market which positioned them well for their later expansion into Puerto Rico.
Overcame extraordinary regulatory and cultural barriers by partnering with government officials, legal experts, physicians and healthcare administrators.
Led RFPs, selected and then partnered with marketing agencies specializing in building American brands in Mexico.
Launched marketing plan which included press conferences in 3 markets, a large-scale social media influencer campaign and hundreds of earned media placements (radio, TV and newspaper).
Expanded efforts and staff beyond Mexico City to include Guadalajara, Monterey and other key markets. Introduced boots on the ground, “caped hero” street teams and college campus events.
Awareness continues to grow in Mexico as a result of a strong social media following that includes 15,000 Facebook and 5,000 Instagram followers. To date, over 1,500 digital and print media publications have told the Be The Match Mexico story which includes over 150 interviews in 2 years.
Representative work was created by National Marrow Donor Program/Be The Match staff under our leadership. Used with the expressed permission of National Marrow Donor Program.