abogados.com

2015

Morgan & Morgan wanted to provide legal services for Spanish speakers. I led a team to develop the abogados.com brand and voice to be attractive and approachable for Latinos, emphasizing ease, the fact that our lawyers were Latinos themselves, and an understanding of the heterogeneity within the Spanish-speaking population in the U.S.

I wrote or translated all of the content for the website at launch, served as Product Manager for the abogados.com launch, as well as wrote and directed national TV ads. I also worked with the designer on creative for a statewide OOH campaign in Florida, ran the social media for the company until hiring a Community Manager, and set the content strategy until hiring a Content Manager.

2019

I was hired as a freelancer copywriter this year for a new OOH campaign in Tampa, FL. I pitched 2 main concepts.

1

Many personal injury advertisements aimed at Latinos fail because they’re not authentic. Either a non-Spanish speaker learns a few lines of broken Spanish, or ads conceived in English get translated into Spanish. These ads come across as patronizing and do not gain the trust of Spanish speakers. abogados.com is different because we have lawyers who are actually Latino, who were raised in Hispanic households.

When you really know a language, you’re familiar with idioms and common expressions. You know the culture as well as the words. These billboards each use a popular saying in Latin American countries. When a native Spanish speaker drives by, it will be immediately clear that abogados.com took the time to conceive an ad campaign for Latinos by Latinos.

When little kids get hurt, adults “heal” them with a rhyme. No matter where in Latin America you’re from, your grandma or mom said “Sana, sana, colita de rana. Si no sanas hoy, sanarás mañana.”

The direct translation for the rhyme is “Heal, heal, little frog’s tail. If you don’t get better today, you’ll be better tomorrow.”

As an adult, hearing that phrase is nostalgic. When they see “Sana, sana,” they’ll be able to finish the rhyme in their head. Even when an injury is serious, abogados.com will be there, like family, to help them through the process of recovery.

2

Tampa has a varied mix of Latinos, split pretty evenly between Mexicans, Cubans and Puerto Ricans. Every Latin American country may speak “Spanish,” but each country has its own dialect, with different terms. While Mexicans may say “accidente,” Cubans and Puerto Ricans say “choque” to mean accident. While Mexicans may say “troca,” Cubans and Puerto Ricans say “camión” to mean truck. Each Latino community in Tampa uses different words and slang, but Morgan & Morgan/abogados.com understands them all. A lawyer who doesn’t speak your language won’t understand details of your case that could define the result of your verdict.