Brand Management & Marketing (Non-Profit)
Exercised substantial influence in the comprehensive reinvention of the organization's brand, ushering in a new era of brand storytelling and value proposition within our strategic marketing initiatives.
Led the development of updated brand guidelines and oversaw the meticulous management of brand identity, including logos, and a vast array of digital assets.
Personally conceptualized and designed all the creative and advertising visuals showcased within this section, crafting each visual to be a powerful representation of our brand and its core essence.
Brand Storytelling
Why Choose Urban Teachers? This was the very question posed to members of the 2022 teaching cohort, as well as the Managing Director of the Black Educators Initiative. Crafting a compelling marketing and brand storytelling strategy in video format was paramount to not only captivate but deeply resonate with the target audience.
My role involved collaborating closely with the video production team. I was responsible for crafting thought-provoking interview questions, assisting in preparing interviewees, reviewing video files for editing, and orchestrating the rollout and marketing of the video.
This video served as a powerful narrative that shed light on the motivations behind selecting the program. It achieved this by introducing relatable heroes who were current program participants, offered a close look at the program's unique attributes, created emotional connections, illumimated inspirational success stories and pertinent insights, and introduced a compelling call to action.
This video served as an inspiring journey through brand storytelling, unveiling the benefits of having embarked on a teaching career and why someone who is serious about excelling as a career educator should apply to Urban Teachers.
My role involved close collaboration with the video production team. I was responsible for crafting thought-provoking interview questions, assisting in preparing interviewees, reviewing video files for editing, and orchestrating the rollout and marketing of the video.
OOH Advertising & Branding
High-End Custom Packaging
These custom boxes represented a significant departure from previous outreach efforts. I played a pivotal role in the design and curation of these boxes, which were sent to accepted participants across the country. Urban Teachers had previously limited its outreach to postcards, but I introduced the concept of a personalized welcome approach. This innovative strategy not only aimed to differentiate us from our competitors but also had the broader objectives of enhancing customer loyalty, amplifying brand awareness, and creating unforgettable moments for recipients upon receiving their box.
Each meticulously crafted box contained a personalized message from staff in the specific cohort city the recipient would be attending. Alongside this heartfelt greeting, recipients discovered a treasure trove of carefully selected items, including stickers, a beanie, a banner, charging cables, a Bluetooth speaker, and a QR code leading to the incoming class's custom Spotify playlist. These thoughtful touches were designed to forge a deep connection with the incoming class, leaving mark on their Urban Teachers journey.
