Empowering foster youth since 1979.
United Friends is a nonprofit organization based in Los Angeles that helps current and former foster youth transition to adulthood through housing and educational support.
When United Friends first came to Brand Knew, we were set on a brand refresh, social strategy and building a new website that caters to both foster youth and donors. When COVID-19 interrupted our original scope and introduced a whole set of other problems, we had to be quick on our feet to adjust.
Foster youth were hit particularly hard during the pandemic. Many college-age foster youth could no longer stay in their dorms as campuses shut down, and they didn’t have homes to go back to. They were left homeless. They weren’t receiving stimulus payments because former foster parents were still claiming them on taxes. To add to the devastation, their mental health suffered severely with news of George Floyd and subsequent BLM protests, as 97% of foster youth in LA identify as BIPOC.
Part of the work we did was completely restructure our social and marketing strategy to ensure that current and former foster youth were receiving the resources and support they needed during such a challenging time.
We focused largely on social communication with youth and ramped up paid efforts to raise money. United Friends brought in 3x donations through our email subscriber growth strategy and social efforts, which resulted in Google Chrome Books for every one of their scholars as well as around-the-clock virtual counseling for foster youth.
WHAT I DID:
Social media strategy & execution
Website content mapping
Website copy
Paid media copy & creative
Subscriber growth strategy
Minor graphic design
Email newsletter execution
TITLE: SENIOR STRATEGIST, MARKETING
AGENCY: BRAND KNEW
