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The GEMS Camp
Project Overview:
The GEMS Camp is a 501(c)3 founded to close the racial and gender gaps in STEM education and careers, specifically focusing on low-income Black and Brown girls during their formative years. During my time at The GEMS Camp, I worked on social media/email marketing to increase engagement.
My main goal was to connect to young girls through uplifting imagery and representation. As a woman of color myself, I knew the importance of seeing representation and affirming language as a young girl of color. It can be the difference between feeling capable of anything and not feeling good enough. I used positive, thoughtful design and language to advocate for young Black and Brown girls.
Ideation (the 3 pillars):
1. Delivering Experiences
I used our email and social media as our main form of communication (Instagram, Facebook, Twitter) to parents about upcoming events that the girls can attend. I created posts with distinct call to action verbiage. I made our posts as concise yet exciting as possible. We saw a 15% increase in attendance at our virtual events during COVID.
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2. Representation
I created a branding guide that included several successful Black and Brown women and their stories in STEM. I created two successful social media campaigns during my time at The GEMS Camp. During Black History month, I used stories that came personally from our founder and Black women in STEM to create a social media campaign. We saw a 30% increase in engagement using Facebook Business Analytics during Black History month.
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3. Building a Strong Community
I used positive, actionable posts to build a strong community around supporting young Black and Brown girls in STEM and in life. Overall, we saw a 95% increase in engagement during my time at The GEMS Camp on Facebook, Instagram, and through email marketing (Mailchimp).
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Reflecting..:
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