Armada had a desire to reach the Hispanic community in Jacksonville. They wanted to engage with them and bring them to the games.
They decided to partner with Origin to bring down the cultural and language barriers they had faced in the past and host a Hispanic Heritage Month celebration.
Origin put together a strategic marketing and communication plan for Armada FC, under the creative concept “Somos Armada.” A concept that brought to life the feeling of belonging and diversity of the Hispanic community in Jacksonville, thru graphics that featured flags from different countries and the passion of the sport with action images.
The strategy used transcreations (not just translations) to ensure content and tactics were relevant to the culture.
The plan included mass media such as radio and print, PR and grassroots efforts.
“Origin is a professional multicultural marketing agency that helped us reach one of our largest target audiences effectively. With their knowledge and experience of the Hispanic market, they were able to develop a tailored marketing plan to suit our budget.”
Jo Shepherd, Sr. VP of Marketing