BUILDING RACE EQUITY IN THE WORKPLACE

Small but mighty team raising the bar through storytelling

The Opportunity

Equity in the Center works to shift mindsets, practices and systems in the social sector to center race equity and build a Race Equity Culture™.

Equity In The Center’s work is deep and rich, lending itself to large amounts of content. Despite having tons of content and ideas, the Equity In The Center team was in need of high-level marketing strategy to guide their efforts, focus their communications, and offer clearly defined purpose and direction to market their offerings.

They needed someone to hold the big picture. That’s where Wayward Kind comes in.

The Goal

Our goal in alignment with the team at Equity In The Center was to work in a Fractional CMO capacity to delineate communications—the content, stories, and information about the organization’s work— from marketing—the way that content is shared effectively and strategically to the right people at the right time.

In other words, to take the rich content they were already creating and provide an intentional and strategic overarching plan to ensure it was used as effectively as possible.

We developed a marketing strategy to effectively amplify their work to clearly defined audiences, rather than sending all content to everyone at all times.

Structuring their work in the context of a clearly articulated marketing plan allowed them to get the most out of their efforts through targeted outreach and communications.

The Results

Through our work together, Equity In The Center took a number of effective steps toward a more comprehensive approach to marketing and achieved significant growth milestones like:

Developing a strategic email marketing plan to nurture their various audiences with relevant content and information
Increased use of Google Ad Grants
Development of case studies to communicate the effectiveness of their work
Launching the Beyond DEI* podcast to explore the transformative journey towards race equity in the workplace and discuss practical strategies for building a Race Equity Culture™ and breaking down barriers to reshaping workplace narratives.
Implementing SEO to their online content so that more people who are interested in building race equity can find their work
Holding Community and Funder briefings to ensure all are on the same page and develop an understanding of what draws people to the organization
Developing landing pages to help increase engagement for their tool launches and prepare new community members for their work in racial equity.

Moving forward, the Equity In The Center team holds a better understanding of the big picture of their marketing as well as a deeper understanding of how each piece fits into the puzzle to offer compelling, efficient, and effective marketing of their important work.

“Wow, we have never had this level of intentionality/strategy with our marketing. So grateful for your partnership!”

KERRIEN SUAREZ

President and CEO

“I am amazed at your patience. And so grateful for all your incredible support and care of us and our work.”

NIKI JAGPAL

Executive Vice President

MEET MORE OF THE WAYWARD KIND:

How do we operationalize race equity in the workplace?

What does relationship-driven marketing look like at scale?

How do we create a world where connected relationships are the norm, not the exception?