For 25 years Dr. Kimberly Scott and her team have been studying girls of color in STEM education, converting those findings into industry insights. Sharing them across disciplines was our job.
Despite the fact that women of color are projected to become the majority of women in the United States by 2060, they are still significantly underrepresented in STEM careers — which are the jobs of the future.
Fixing this gap will require a collective effort from educators, policy makers, industry executives, leaders and the girls’ parents, many of whom are unaware that there is even a problem. This is where Dr. Scott and her team at the Center of Gender Equity in Science and Technology (CGEST) come in. They need to get their research into the hands of today's leaders so that they can start addressing the labor shortage challenges they will face in the future.
- Market Research
- Audience Insights
- Content Strategy
- Content Development
- Positioning and Messaging
Before we could begin sharing the insights, we needed to understand the target audience and translate the academic learnings so they spoke to the needs and interest of each stakeholder.
Crossing over industries
We created a brand campaign that spoke to the needs of multiple stakeholders, focusing first on the market and how CGEST was different from others in the space.
CompuGirls is a program under CGEST that already had significant brand recognition among the team’s stakeholders, so we leveraged the brand by creating a content marketing campaign aimed at disseminating their latest findings.
Market research and campaign strategy
From there, we built a messaging framework, converting 10 years of academic research into industry insights that were relevant to each stakeholder and created a content plan, editorial calendar and sample copy as the team’s guide.
Positioning and messaging framework
Content plan
Marketing plan
Explore our work
Storyworth
Across generations
Reminding the product and marketing team that every family’s story is different and that they all are worth sharing.
TED
On a journey of self-discovery
Inspiring a wave of change makers — entrepreneurs, business owners, women — to continue pushing forward.
Baldwinand
Managing parenting moments
Collaborating with an ad agency to connect an e-commerce brand with new mothers searching for meaning in everyday moments.
American Express
Balancing work and life
Getting business trends and insights to the 33 million+ U.S. small-business owners who have more than work on their minds.
Shipt
At work
Reminding the employees at this good-hearted tech company that work matters, but they matter more.
Kapor Center
As people of color
Removing barriers, which start as early as kindergarten, that prevent people of color from succeeding in tech careers and as entrepreneurs.
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