1. EXPATSINMEXICO.COM PUBLIC RELATIONS PLAN
(May 5, 2016)
Overview
MyInternationalAdventure.com, which has helped Americans find resources to live, work, or
study abroad for the past three years, is about to launch a new website before the end of this
summer. The website that will be launched is called “ExpatsInMexico.com” and it is going to
cater to Americans who live in Mexico or are interested in living in Mexico in the future. This is
going to be a big change for MyInternationalAdventure.com as it changes its strategy from
guiding Americans on their journey abroad overseas living to mainly living in Mexico.
Mexico has a large American expatriate population of 1,000,000 people and the number is
continues to rise. Most of the American expats live in major cities such as Tijuana, Guadalajara,
Cancun, Acapulco, Puerto Vallarta, and the capital, Mexico City.
Although the main goal of ExpatsInMexico.com is to offer tips for an already-existing expatriate
population in Mexico that wants more advice on how to live a good life in Mexico in a new
environment, there are also going to be articles posted on the website that will also help
Americans who are aspiring to emigrate south of the border.
The new website is expected to see an increase of views from both current expats living in
Mexico and Americans who are still living in the United States.
Objectives
1. To become the premier Mexico expat portal for both expats currently living in Mexico
and aspiring expats.
2. To provide more in-depth national, regional and local information, resources and tools
than any competitive global or Mexico expat-focused websites.
Strategies
1. Create content for expatriates in Mexico in the national, state, and city (local) levels
2. Readjust MyInternationalAdventure’s content to fit in with the newest content of
ExpatsInMexico.com
3. Add in expats’ stories so that the readers are influenced to feel better about living in or
wanting to move to Mexico after reading about other people’s personal experiences;
include sources from primary, secondary, and tertiary media

2. 4. Have a Q&A forum for people who want to get information about how to move to
Mexico, what they should bring, which are the best cities to move to, etc.
5. Recommend potential destinations for tourists, including where to shop, eat, rest, and
enjoy
6. Include a few traditional items made in Mexico on the website so that the readers can
have the option to purchase them
Target Audiences
Primary: Expat adults who currently live in Mexico
Secondary: Aspiring expats who are considering or planning a move to Mexico
Target Media
Primary: English-speaking media in Mexico catering to expatriates and tourists, whether
national, state, or local (Examples: Baja Times and Vallarta Tribune)
Secondary: U.S.-based media that is devoted to expatriate life and traveling tips (Examples: New
York Times and Huffington Post)
Tertiary: Any international media that covers travel and overseas living (The Times and Le
Courrier)
Tactics
1. Create logo with tagline: The expat guide to living in Mexico
2. Use audio/video to help differentiate the site
3. Organize all content by topic
4. Add in articles from primary, secondary, and tertiary sources
a. Use expat first­person interviews; secondarily Mexican government and other
subject experts
b. Organize articles by topic
c. Transfer current articles from MYIA site
5. Aggregate latest news from English-speaking publications aimed at expats in Mexico
6. Create a weekly newsletter featuring popular food, shop, and leisure places to visit
7. Develop a list of resources for finding jobs in Mexico
a. Categorize jobs primarily by location; secondarily by job category (e.g., food,
retail, business, etc).
8. Develop a real estate section

3. a. Tips on buying a home
b. Renting
c. Buying and Selling
d. Reality Agents
9. Develop an e-commerce asset
a. Mexican-hand-made goods
b. eBooks
10. Develop a transportation section
a. Best means of transportation in different regions
b. Rental car options
c. Public transportation updates categorized by region
11. Develop a guide to healthcare in Mexico
a. Guide to staying healthy
b. Guide to accessing medical services around different regions
12. Post personal expat stories on the website
a. Feature an expat once a month
13. Create a blog to be updated on a bi-weekly basis
a. Blog from a current expat
b. Blog from a university professor on the topic of history and culture
c. Use and promote a guest blog once a month
14. Develop social media platforms (i.e., Instagram, Facebook, Tumblr, Twitter, etc.)
specifically for posting articles about expat living in Mexico
a. Create Facebook group for expats to schedule meetups
b. Use live tweeting for big news in Mexico
c. Use Instagram and Tumblr to display popular places to visit or eat
15. Develop a Q&A section for moving to Mexico
a. Questions will be submitted via google forms or other software tool, and will be
updated on a weekly basis
b. Q&A will be organized based on category
16. Create a forum so that the readers can have a chance to express their opinions
17. Create a “Cities” list and navigation page
a. Each city will have its own page with daily updates
i. Photos
ii. Time
iii. Temperature
iv. Weather forecast
v. Local Resources
vi. Advertisements