Thurgood Marshall College Fund Case Study

The Thurgood Marshall College Fund (TMCF) is a non-profit organization that supports and represents students attending Historically Black Colleges and Universities (HBCUs) and Predominantly Black Institutions (PBIs) in the United States. 

The Challenge

Despite access to a vast network of 300,000 students, TMCF faced low participation rates, with only 10% engaging in their programs. The organization recognized that their messaging and content were outdated and not resonating with their target audience of 18-25 year olds.

TMCF needed a fresh strategy to better connect with Gen-Z students and increase program participation.

1

The organization's messaging was overly formal and corporate, failing to resonate with Gen-Z students

2

Despite access to a network of 300,000 students, only 10% were actively participating in TMCF programs

3

TMCF struggled to position itself as a relevant and dynamic resource in the face of competing information sources

The Strategy

To address these challenges, we implemented a comprehensive digital transformation strategy centered around a new podcast series. By creating engaging, relevant content and repurposing it across multiple platforms, the organization aimed to modernize its messaging, increase student engagement, and drive program participation.

Podcast Creation and Content Blitz

  • Developed a podcast series as the cornerstone of the digital transformation strategy, focusing on topics and guests that resonated with the target audience

  • Repurposed podcast episodes into blog posts, LinkedIn articles, YouTube videos, and Instagram content to maximize reach and engagement across multiple platforms

Brand Voice and Visual Identity Refresh

  • Relaxed the organization's brand voice, moving away from an overly corporate and formal tone to create a more approachable and relatable image

  • Refreshed the visual identity to align with the new brand voice and applied it consistently across all platforms, creating a cohesive and recognizable presence

Phased Implementation and Optimization

  • Executed the digital transformation strategy over a 6-month period, allowing for thorough research, planning, and departmental buy-in

  • Dedicated time to training hosts, sourcing guests, and developing essential branding assets before launching the new content

  • Closely monitored the performance of the new content strategy using A/B testing and analytics to refine the approach and optimize results

The Results

Quantitative Outcomes

  • 80% increase in social media reach and impressions without paid advertising

  • 65% increase in audience engagement across all platforms

  • 20% increase in program participation

Qualitative Outcomes

  • Positive feedback from students on content relevance and helpfulness

  • Enthusiastic response to TMCF's new direction in content strategy

Instagram

YouTube

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What They Had to Say About Working With Us!

Jarrin Strayhorn, Program Director at the Thurgood Marshall College Fund, and Host of Unsaid Truth shared his experience collaborating with the Adode Media Team.

He praised us for our expertise, helpfulness, and ability to create a comfortable and safe environment throughout the project.