What We Did

Built Boston Basics communications from scratch in partnership with the Harvard Kennedy School.

Communications plan, messaging, audience research, campaigns, public relations, social media, e-newsletters, advertising, metrics dashboards, Black Philanthropy Fund presentations.

Increased web traffic (x 2) + Multichannel engagement.

Brand Awareness & Partners

For start-up Boston Basics, we created brand awareness to shine a light on the importance of kindergarten readiness for all children. We featured partners such as Boston Children’s Museum, Harvard, and WGBH, encouraging everyone to help babies learn.

With Boston Mayor’s Office, we launched a digital billboard campaign—visible on highways across the Commonwealth. We also placed billboards with Spanish & Haitian Creole in East Boston and Mattapan neighborhoods.

Strategy & Metrics

We developed a communications portfolio with campaigns, events, e-newsletters, and social media, resulting in a bump in web traffic for the first campaign and year-over-year growth across channels.

The kick-off featured an Atlantic Monthly interview with Harvard professor and founder, Ron F. Ferguson. His research on the cognitive development of babies is the foundation for the Basics.

Healthcare Messaging & Videos

Aligned with the client’s business plan, we crafted Doctor’s Choice messaging for the healthcare market. Via web, email, Facebook, and Twitter, videos showed medical professionals talking about how Basics activities spark early brain growth.

We integrated video storytelling across the digital experience of the Boston Basics brand. We achieved a 33% increase in video views in year two, leveraging ad buys on Facebook.

Brand Stories & Fundraising

We created an It Takes a Community annual campaign to build an online culture of philanthropy. With parents and caregivers, we shared tips about infusing Basics into everyday moments, highlighting what babies need to learn as they grow.

A holiday message from the founder encouraged families to give the gift of the Basics. This effort resulted in a threefold increase in online giving. Brand stories and impact metrics supported fundraising, including a $300k grant from Boston Children’s Hospital.

News Media & Community Coverage

Following a launch event in Mattapan, we achieved a Boston Globe placement with a quote by co-founder and Black Philanthropy Fund trustee, Wendell J. Knox. Op-eds appeared in the East Boston Times, Charlestown Patriot, Jamaica Plain Gazette, and the Sampan (Chinatown).