Objective:

Expand OPEN by American Express' small business advocacy efforts into the multicultural world.

Solution:

Interlex developed and managed OPEN-branded initiatives targeting Hispanic and African American businesses via partnerships with culturally relevant organizations, PR, research, creative, and event creation/support. The effort began by leveraging OPEN's founding sponsorship in the Make Mine a Million $ Business initiative, a movement to support woman-owned small businesses in reaching the $1 million revenue mark, to increase the participation of Hispanic and African American women-owned businesses in the program.

Results:

Exceeded previous year's multicultural media impressions within the first six months of the campaign, generating over 14 million earned media impressions in that time frame. Forged national partnerships and long-term relationships with key multicultural business organizations including the US Hispanic Chamber of Commerce, Latin Business Association, and targetd local and regional Hispanic and African American Chambers of Commerce. Increased diversity of participation in the Make Mine A Million $ Program and laid the groundwork for OPEN's ongoing advocacy efforts in the multicultural arena.