My most recent work has included building digital media strategies across all social media platforms, digital marketing channels and geographical territories to increase take rates and conversion rates from the campaigns. I have worked on various strategies that target male, female, college and ethnically diverse audiences.
The most recent agency of record for digital media strategy to support registry growth for ethnically diverse donors 18 – 44 including brand campaign platforms around Who Will You Save and Race Against Time. The recipe of success to date has included the management of programmatic ad placement, pixel retargeting and integration of paid and owned social media channels.
A new strategic approach for Be The Match, I managed cross-functional teams to build a campaign to focus on realistic outcomes of searching patients who cannot find a match which now is the backbone for most of our messaging. This was achieved by filming authentic stories of searching patients and donors. The marketing content varied depending on the target audience, digital platform and desired outcome of the campaign.
Building on a strategy to promote that any guy can be a match and a focus to register male donors 18-35; I managed events and social media campaigns to support Be The Guy. In 2017, space150 and Be The Match uncovered opportunities to target young guys through brand integration, event programming and content creation around events such as the All-Star Football Challenge, NCAA Final Four Slam Dunk Challenge, Nitro Circus and also creating the Be The Guy “Marrowthon”, a 3-day Facebook Live event hosted by Be The Match.
All-Star Football Challenge
Final Four Donor Feature
My People, My Family, Mi Sangre – Strategy to advance the growth of donors from Hispanic demographic that promotes need to support community and family. Images here represent examples of events, Hispanicize 2018, influencers, Carlos Ponce and digital media placement that continue to support ways to target this audience to increase media, gain donors and build trust in the Hispanic community.