Billionaire Robert Smith’s nonprofit, Student Freedom Initiative, approached me to create a plan to promote their hero loan product, the Student Freedom Loan Agreement. Through a series of stakeholder interviews and strategic exercises, I successfully repositioned the company, partnered with key stakeholders to develop strategies for consistently connecting with their audience and growing through communication and marketing plans, and refreshed the website copy to tell their brand story clearly online. I laid the foundation for a Brand Marketing Campaign, including media and social strategy, to empower the five-year-old business to discover and connect with its target audience in authentic, memorable ways. Expert brand activations surprise and delight potential customers, leading to quicker conversions and inspired brand fans (read: people who tell other potential customers about your product for free).

Deliverables: Consulting, Positioning, Brand Strategy, Fundraising Strategy and Campaign, Media Planning, Brand Activations, and Website Copy.

Outcomes: Strategy is still being implemented.