Our strategies, designs and leadership have helped cross-sector clients and partners engage, inform and influence those who can matter most to the bottom line.
CHANDLER PARK ACADEMY (CPA)
During a time of major change in the education landscape; and shifts in local demographics, public perception, and parent apathy, the Chandler Public Academy (CPA) School District experienced major enrollment decreases for more than three school years.
The recent exodus of students suggests there is a growing number of existing and new families (and teachers) who didn't necessarily see CPA as an environment or experience that can be a vehicle for change and improve their lives.
In response, 2050 Partners, Inc. developed and executed a multi-faceted marketing plan to stabilize student retention and enrollment in an effort to position CPA as of the district of choice within its geographic footprint (48225) and beyond.
Core Focus Areas included:
Rebrand & Narrative Refresh
As a result, student retention stabilized and enrollment increased by nearly 100 students during the initial campaign (April-October).
NATIONAL HOCKEY LEAGUE (NHL)
Served as strategic social impact advisor for the National Hockey League (NHL) to ensure socially-focused NHL and local team investments, resources and programs provide greater access, inclusivity and positive impact on communities by driving deep, authentic and sustainable integration of hockey into the sports ecosystem and culture of urban markets.
Detroit Red Wings Youth Hockey Initiative: lead engagement, co-designed and supported the launch of a two-year pilot to engage more than 20,000 children in Detroit through non-traditional and traditional forms of hockey.
Greater Toronto Hockey League (GTHL): provided organizational strategy, program design and thought-leadership in support of its “The Transition Game” summit and town hall. The GTHL is the largest minor hockey league in the world. However, it faces many challenges as demographics shift and competition from other sports grow. 2050 Partners, Inc. helped GTHL leadership and stakeholders re-imagine the future of hockey through a lens of diversity, inclusion and audience-centered branding.
STRATEGIC COMMUNITY PARTNERS
(FUNDED BY DETROIT CHILDREN FUND & THE SKILLMAN FOUNDATION)
TEACH 313 CAMPAIGN
Teach 313 is a national initiative launched by the Skillman Foundation and Detroit Children’s Fund to support recruitment, professional development, and quality of life for Detroit teachers. The vision is to make Detroit the best city in America for teachers. http://www.teach313.org/
2050 Partners, Inc. principal, Tatiana Grant led the launch/announcement efforts of the initiative.
Core Focus Areas Included:
Media coverage: Crain’s Detroit Business, Chalkbeat, Michigan Chronicle, D Business, Detroit Free Press, Detroit News, WDIV, WXYZ, and WJBK.
MICHIGAN STATE POLICE (MSP)
In an effort to buck the national trend of declining police recruits (most severe with women and minorities) and increase the diversity of its ranks, the Michigan State Police, is working to turn police recruiting and community relationships on its head.
MSP has set a two bold goals in its strategic plan regarding trooper recruitment and application pools in effort to mirror the state’s population:
Increase the # of racially diverse applicants from approx. 21 % to 25%
Increase # of female applicants from only 14% to 20% .
Core Focus Areas Include:
Ensuring that recruitment, community engagement and public relations efforts are culturally competent, inclusive and reflective of the community it serves
Developing audience-centered messaging
Redesign of marketing collaterals and creative asset library
Identify and engage new community partnerships and recruitment events
DETROIT 67 Project
Looking Back to Move Forward
Led the Detroit Historical Society’s award-winning and groundbreaking Detroit 67: Looking Back to MOVE FORWARD project. In commemoration of the 50th anniversary of the 1967 Detroit Uprising, this multi-year project was designed to serve as a model – Engage, Reflect, Act – for bringing diverse voices and communities together around the effects of a historic crisis to find their roles in the present and inspire the future.
WOMEN'S (MARCH) CONVENTION
Managed local and regional public relations for the 2017 Women’s March Convention.
Our team worked directly with one of the Women’s March Co-founders as an exclusive liaison between the local host committee in Detroit and the national organizing committee. Prior to the convention, our team led weekly local host committee meetings and pitched and secured media placement in an array of outlets (USA Today, The Huffington Post, and all Michigan-based media outlets).
We were also tasked with managing the Michigan PR and event management of the Sojourner Truth “Ain’t I a Woman” luncheon, honoring U.S Representative Maxine Waters. The weekend of events included over 100 workshops, a heartfelt, memorable speech given by Rep. Waters and an array of advocates and motivational speakers. The workshops were led by both nationally and locally influencers with topics ranging from entrepreneurship to helping the community rise above the current challenges of poverty. The three-day event was an unforgettable, politically “woke” event that gained an abundance of media coverage.
The combined efforts of our team and their national leadership resulted in a sold-out event of over 5,000 attendees and international coverage.
CRAIN'S DETROIT HOMECOMING
Managed sponsor relations for Detroit Homecoming (2014 – 2017).
Detroit has a wealth of big-name talent who grew up or attended school in the city and then left to become successful in fields of choice across the world. As the city was coming out of bankruptcy, Homecoming was created to bring these “expats” back and get them to re-engage, reconnect and reinvest in their hometown.
Through a local host committee of leading Detroit executives (Gilbert, Ilitch, Penske, Barra, Bing, Duggan, Snyder), university alumni and foundations, hundreds of “expats” have embarked in a three-day immersion in Detroit and now boasts over $300M in investment projects, as a result. The event also allows the expats to reconnect and find a cause that interests them.
After the event, Crain’s Detroit Business stays engaged with the expats to measure action and follow-through with key Detroit contacts. This high profile event draws expats, media and sponsors from across the globe. Detroit Homecoming was recently honored in Marseilles, France with a Place Marketing international award.
Our team was responsible for sponsor communications and fulfillment – including program ads, speaker and organization abstracts, credentialing and tickets management/distribution, gift bags items management, and more.
DTE ENERGY & M1 RAIL
Manage and provide staffing services of brand ambassadors for the the QLine Detroit & DTE Energy for the closing of the Edison Boat Club/Conners Creek Energy Plant.
To date, the ambassador team has served over 1.2 M riders, averaging more than 3,280 riders daily.
WAYNE STATE UNIVERSITY
WARRIOR 150 CHALLENGE
In commemorating 150 years of academic and research excellence in Detroit, Wayne State University (WSU) launched a university-wide initiative as a testament to its unwavering social responsibility and commitment to the community during a year of sesquicentennial celebration.
This effort engages and activates all of WSU's stakeholder groups, including students, faculty, administration and staff, alumni, the Board of Governors and supporters, in meaningful community service across the metro area. The goal – 150,000 volunteer community service hours in 2018.
Twenty-Fifty developed the concept and is charged with designing and managing creative, impactful and inclusive service experiences for a small army of dedicated volunteers that extend deep into Detroit neighborhoods and across the metro area.
DETROIT LIONS / VEHICLES FOR CHANGE
Twenty-Fifty partnered with the Detroit Lions “Living for the City” philanthropic initiative to help Baltimore-based non-profit Vehicles for Change Inc. (VFC) expand its geographic footprint. The program empowers families with financial challenges to achieve economic and personal independence through car ownership and technical training.
The program empowers families with financial challenges to achieve economic and personal independence through car ownership and technical training. I was recruited by the Lions to serve as the lead agent and public interface for the VFC car ownership program and social enterprise launch in Detroit.
My scope of work as interim executive director included: strategic partnerships, local advisory board formation, fund development and start-up business planning. The program successfully launched with a funding pipeline of approximately $500,000 – in a neighborhood with the highest concentration of the city’s youth.
MASH Detroit is a neighborhood incubator and community bridge that helps people from all walks of life collaborate, build businesses and re-imagine shared physical spaces.
It’s important to note, MASH is not simply a place. It is a series of concepts, connections and organic social collisions that bring diverse people, ideas and experiences together. The prototype was tested and affirmed through a series of curated non-profit programs, pop-ups, meetings and events in a 6,000 square-foot street-level storefront on the lower east side of Detroit at its historically controversial border with Grosse Pointe.
During an 18-month period, this effort mobilized a community engagement, small business and learning network that attracted over 25 non-profit partners, 250 entrepreneurs and thousands of residents and visitors to an area that lacked foot traffic and visibility.
Through transit ads, billboards, radio ads, social media, and web presence we built awareness of the Cornerstone mission. We framed narratives around how special the Cornerstone students were and built a campaign where the students displayed their aptitude by teaching the viewer something unique they’ve learned at Cornerstone. For example, a 6th grader teaching the listener Mandarin Chinese.
Phase two of our campaign focused on understanding who a Cornerstone family was and what their needs were. We held listening sessions with current, former, and prospective parents. Our team integrated with the enrollment team to understand what the primary challenges were. Finally, we attended over 35 local cultural events to understand recruit families with a hands-on approach.
We were able to craft narratives, messaging, and visuals from the stories of the families and through direct communication and integration the campaign responded to the needs of the enrollment team. After two years of engagement, we managed approximately 45.9 million impressions and 3/5ths of the Cornerstone student population could be traced back to the marketing and enrollment campaign. Three years of population drain reversed and enrollment increased for the first time during that span.
GOAL: Attract 200 Students
ACHIEVED: 211 Students Enrolled