The Center for Racial Justice in Education (CRJE) provides in-depth training sessions and support to teach educators to disrupt and dismantle racism wherever children learn.
What We Delivered
The Challenge
CRJE was founded in New York, where it maintains a large network and good-sized team. Dallas is their only other location, and our client came to us as a team of one working to grow the network, foster awareness, and continue tailoring the Dallas program to the specific needs of Texas.
Our Solution
To grow their program, we needed to identify and address the shortcomings of the current program and build a solution that addressed those head-on. After gaining an in-depth understanding of who we were marketing these programs to, we focused on four key audiences: faculty and administration, parents and PTA, teachers, and donors. To understand their barriers and motivators, we got to know them by sitting down with school principals and parents to understand and evaluate their reactions to a program like CRJE. Armed with a better understanding of the audience’s needs, we did an in-depth evaluation of CRJE’s current marketing material, from their print collateral to their web presence to their lead-generation efforts. Our team of designers, strategists, and editors dug into each piece of their current marketing program and mapped out what needed to happen to align it with the message their audiences needed to hear.
Deliverables
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- Marketing Strategy
The Results
We took our research and turned our key findings into a robust road map of strategic recommendations. This showed CRJE not only the areas that needed attention but also our recommendations for what those changes would look like and a timeline to outline when each change should be implemented and the necessary resources for each.
At the conclusion of this pro bono partnership, we passed the recommendation deck and all related collateral we’d produced over to both the Dallas and New York branches of CRJE. All team members have our contact information as well as our promise to jump back in and help out as needed as CRJE moves forward in implementing this new marketing strategy.
