A strategic action plan centered around grassroot efforts, designed to reach women of color on their terms.
The Mom Project is an organization committed to helping women remain active in the workforce. With their digital platform, they connect world class companies with educated and professionally accomplished mothers, an underutilized talent pool.
The Mom Project was looking to launch their new initiative, RISE – a free scholarship and professional upskill program designed to accelerate equity for moms of color and ultimately maximize their earning potential. To support their efforts, we needed to develop a go-to, one year marketing plan designed to raise awareness amongst viable RISE candidates and generate media attention.
Women of color face many challenges in their careers, the lack of support in the workplace and at home. Often, they are the breadwinners and primary family caregivers. Their opportunity to have or find “free” time to conduct in-depth job search opportunities online is rare.
So, we developed a strategic action plan centered around grassroot efforts, designed to reach women of color on their terms. We developed a powerful piece of experience content to communicate the important mission behind RISE and identified community ambassadors, experts, micro influencers, and community organizations who could share the video on their social channels. These efforts ensured that information about The Mom Project and RISE were more likely to pop up on our audience’s newsfeed, no searching necessary.
Our strategic insights and best practices helped The Mom Project maximize partnerships for the program with high-profile brands and employers like Google, Salesforce, and Microsoft. The launch generated press in top media outlets including: The Business Journals, Toolbox, and Yahoo Finance, and a significant number of women of color registered for the RISE upskill program.
Courtesy of Studio B