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Rethinking Gaps: A New Approach to Messaging

Client 

Industry

Role

Northside Achievement Zone 

Social Change

Communication and Marketing Director

Brief

Systemic racism threatens nearly every facet of life for people of color and Indigenous communities in Minnesota. Develop a campaign strategy and creative that goes beyond event promotion to promote a mindset—closing the belief gap. 

Solution

Led a cross-organizational team of executives in developing the messaging and creative of a provocative guerilla marketing and digital campaign with a bold call to action—close the gap.

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Services

Project management, Workshop Facilitation, Campaigns Strategy, Marketing, Messaging, Digital Content Strategy, SEO, Public Relations

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Process

Led a cross-organizational team to develop the messaging and creative team of a provocative guerilla marketing and digital campaign with a bold call to action—close the gap.

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Messaging Workshops// 

I worked across 40 organizations and oversaw a cross-organizational team of 20 community leaders to develop core messaging and communications. Following extensive conversations, we zeroed in on the content that highlighted the challenge, but emphasized the undeniable potential of youth in our neighborhood.

Campaign Creative // 

To create a splash and build anticipation leading up to an event designed to raise awareness for a college-going culture on the Northside, we developed a guerilla marketing campaign punctuated with street installations featuring the bold statement—Close the Gap—in and around literal gaps across the city—including pot holes, stairwells, and between buildings.

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Results// 

+ 50% increase in traffic

+ 100,000 unique, post-event impressions 

+ Media coverage across prominent outlets.

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Digital Content Strategy // 

We outlined a paid search strategy to drive traffic to the campaign's online presence. And Instagram and Snapchat served as the main contact points for youth with customized geofilters.

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