How an Inclusive Education Program Streamlined Their Content Marketing
Breakthrough San Francisco (BSF) stands as a guiding light for BIPOC students facing educational barriers in the San Francisco Bay Area. Since its inception in 1993, BSF has actively helped students of color carve pathways to college.
Through dynamic summer sessions, engaging after-school programs, and extracurricular support, Breakthrough SF empowers students to excel academically and pursue their higher education dreams.
But that's not all: BSF actively shapes the future by training Teaching Fellows, nurturing the next wave of educators poised to champion of equity and excellence in classrooms nationwide.
Challenge
Breakthrough SF didn’t have a dedicated Social Media Manager, so we had to developed a complete start-to-finish branding and content marketing strategy that anyone on their team — new or existing — could easily learn and implement.
Our goal was to highlight BSF’s vibrant work and build an online community that functions as a both a community hub and a resource for education and lifelong learning
Services
brand strategy
content strategy
strategic communication
brand identity
social media strategy
series development
content menu
brand templates
social media literacy
Before
Breakthrough SF’s social media content was published infrequently with some posts dropping months apart.
Due to the sparse posting schedule, engagement was low and the content functioned mainly as a bulletin board with very little evergreen (content that’s still relevant months or years later).
The Breakthrough SF team struggled with what to post, how to post, and when. Content designs fluctuated from post to post and there were some inconsistencies with fonts and colors.
Our Process
After
Our Accelerated Brand Building program was a 3-month process where we fleshed out their brand identity and aesthetic.
Brand templates were created to streamline the production process and paired harmoniously with a content schedule and posting guide.
After we coached them on social media posting basics through Facebook Business Manager, we delivered a Brand Blueprint complete with a Content Production Checklist with step-by-step instructions for planning, scheduling, producing, and posting content.
Armed with this Blueprint, Breakthrough SF can walk confidently into the new school year and create content themselves, or pass the Blueprint onto a new team member from the BSF community.
