The Brief
12 Plus supports postsecondary success for students in underserved Philadelphia and Camden schools. The mission was strong. The brand wasn't carrying it: engagement was flat, the digital presence was scattered, and fundraising had a ceiling.
The brief was to oversee all creative decisions and campaigns from inception to completion, and to make the brand work as hard as the program staff do.
The Work
Nine of the ten best posts in the organization's history landed in four months.
I unified the organization's digital presence around a consistent, confident aesthetic and revitalized the social channels, driving an 80 percent increase in engagement within four months, with 9 of the top 10 posts in organizational history landing in that window.
Then we put the brand to work. A billboard campaign paired with a website redesign more than doubled web traffic. A Giving Tuesday campaign built on targeted donor messaging, a holiday merch initiative, and coordinated multi-channel outreach raised over $30,000, more than twice any previous year. I also designed two PLUS Centers set to support hundreds of students annually, and built donor newsletters, grant proposals, and stakeholder interview frameworks that turn program data into stories supporters act on.
The Results
- Engagement
80 percent social engagement increase in four months, with 9 of the top 10 posts in org history.
- Fundraising
Most successful Giving Tuesday to date: over $30,000, more than double any previous year.
- Reach
Billboard campaign and website redesign more than doubled web traffic.
- Program
Two PLUS Centers designed to support hundreds of students annually, plus a holiday merch initiative for students across Philadelphia and Camden.
The Assets
From the archive
