Inspiring the next generation of girls with a new messaging strategy
Though more women than ever are graduating with degrees in science, technology, engineering and mathematics (STEM) fields, men make up most of the workforce. This is because many young girls do not pursue a career in STEM, they have more barriers to getting there, they’re traditionally offered less encouragement and they have fewer female role models.
Girls Advancing in STEM (GAINS) Initiative is a nonprofit on a mission to break down barriers by empowering high school girls to envision, prepare for and pursue academic and professional futures in STEM. GAINS’ clubs and conferences tackle this head-on by helping students discover STEM topics and professions, connect with other like-minded girls and learn from industry professionals. To further its mission and expand its impact, GAINS needed a compelling messaging strategy that would resonate with a wide audience to grow its membership and clubs around the country.
Drawing insights from a series of qualitative interviews with students and volunteers, we collaborated with the GAINS leadership team to define a new brand strategy framework for the organization. Prophet’s consultants added substantive detail to the framework—developing the context statement, brand promise and overarching theme, which formed the foundation of the work.
Once these elements were in place, our team of strategists and verbal branding experts built out robust messaging guidelines to reinforce the core components of this newly defined strategy. We created three supporting messaging themes to spotlight the community, learning opportunities and networking benefits of GAINS. Through a rigorous creative process, we codified messaging guidelines to help bring the new strategy to life. The guidelines included sample words and phrases for each theme, guidance on when to leverage each theme and how to flex them by audience (current and prospective students, teachers and volunteers) and tips on how to ensure a consistent tone of voice across all copy.
The GAINS team has used this messaging across its website, social media channels and marketing materials to target current and prospective students, teachers and volunteers – helping the organization consistently grow its following. In addition, Prophet’s work has helped the organization communicate its mission when applying for grants and seeking partnerships with schools and employers.
“The whole Prophet team listened really well to everything, caught a lot of the nuance and was able to reflect it back as they structured our messaging materials. Having this all laid out has truly helped me refine the message and maintain consistency in our communications.”