case study

integrated schools


The Client:

Integrated Schools, a national nonprofit that advocates for school integration and racial and social equality and equity.

Services Provided:  
Market Research / Marketing Strategy and Execution / Social Media Marketing / Content Marketing / Digital Marketing / Graphic Design / Copywriting and Messaging / and more.

internal
Market
Research

To begin Integrated School's project, we conducted interviews with their team to learn more about their current audience and volunteers and about the people they wanted to reach but haven't been able to yet. From these conversations, we developed a marketing strategy, brand messaging strategy, and social media strategy. The goal of each strategy was to succinctly communicate Integrated School's mission and services, to raise awareness of social inequity, and to more deeply engage their current members and volunteers while at the same time appealing to new target groups and audiences.

With the overall strategies finalized, we then worked with the team to analyze their current social media metrics, to set SMART goals and benchmarks for new social media engagement, and to review and adjust social media content with the team throughout the project to ensure we were achieving the set goals. We also created a hashtag and SEO plan based on market research so that Integrated School's content would reach their specific target audiences.



Social
MEdia
Marketing

With all of the research, strategy, and benchmarks set, we began creating Integrated Schools social media content specifically for their Instagram account. We used their existing brand guidelines and current messaging to create the visual designs and writing for each post. Then, throughout the project, we expanded and refined Integrated School's brand visuals and messaging by creating new elements and writing. Additionally, we continuously mentored social media trends and changes throughout the project to ensure Integrated School's content had the widest reach possible.

Below is a content sample from the project. For each post, we created the visuals, writing, and SEO and hashtag strategy.

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As White families and families with privilege, we’re committed to doing the work of integrating our school systems and placing our children in schools where Whiteness is the minority.  Why? Because across our country, racism and a legacy of racism has created local policies and social norms that weaponize our city planning, taxes, and public schools in order to lift up White people and to push down anyone who isn’t White. We believe this imbalance and unjust system is ethically and morally wrong, and by intentionally and placing our children in schools where Whiteness is the minority (which may even mean moving into a totally different neighborhood), we work to right the wrongs of the past and to re-balance the scales. To help with this work, visit: our link in bio.

‍#integratedschools #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom

So many of us are privileged and we don’t even know it. In fact, not knowing you’re privileged is one of the signs that you are privileged. United Way explains privilege as ”[the] unearned access or advantages granted to specific groups of people because of their membership in a social group.” They go on to say that, “Privilege can be based on a variety of social identities such as race, gender, religion, socioeconomic status, ability status, sexuality, age, education level and more.” 

See, privilege isn’t just a one-dimensional experience (or even two- or three- dimensional experience). privilege is a nuanced set of intersecting social concepts. For instance, you may experience a set of privileges as a White person. But simultaneously, you may also experience a set of Dis-privileges as Female (presenting), and yet also simultaneously, you may experience more sets of privilege from your ability status and wealth-class markers. So, all of us have different, ever changing degrees and intersections of privilege. It’s just that some of us have an imbalance of more privilege across all degrees than others. We believe that imbalance is ethically and morally wrong. That’s why we are committed to removing that imbalance and to creating a fair, integrated society. To learn more about privilege, follow our link in bio.

#integratedschools #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom


At Integrated Schools, we connect parents and caregivers who: 1. joyfully support meaningfully integrated classrooms (classrooms that genuinely reflect the diversity of their communities); 2. humbly champion school communities that respect and support ALL families and ALL children; and 3. intentionally and proactively disrupt segregation for the well-being and futures of our own children, of all children, and of our democracy. Learn more about us and our work with our link in bio.

‍#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom #schoolchoice #privateschool #publicschool

Choosing to send your kid to an integrating school can feel difficult. You might be the only one that you know doing this, and your questions might not be that Google-able. If so, we get it, because we’ve been there. That’s why we started Caregiver Connection. This program connects families who have enrolled their children in integrating schools with families considering this choice. Through these one-on-one relationships with someone who has ‘been there,’ you can find peace of mind, answers to your questions, and emotional support. Sign-up now with our link in bio.

#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom

Today, those of us using the word “integration” must acknowledge the pain of historical segregation and historical desegregation. And we must acknowledge that integration isn’t a by-gone cause from the past, but it is a very real and present fight of today. And, as White and/or privileged families today, we must understand that, collectively, our grandparents and parents didn’t follow through on being genuine allys with Black communities. We must understand that segregation didn’t end with “integration.” Instead, in many ways, it just changed shape and rhetoric. 

We don’t want our children and our grandchildren to look back at us and see the same unfulfilled promises that we see when we look back at our parents and grandparents. And if you don’t want that either, learn how you can help. Visit our link in bio.

#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom



We do this work because we envision a racially and socioeconomically integrated public school system. But what does that really mean? For us, that means a school system where power and resources are shared equitably, humanity is valued unconditionally, and all communities reap the benefits. But, how do we make this vision a reality? We help turn this aspiration into a reality by providing a network of support and a range of resources to help parents and caregivers with racial or economic privilege contemplate, desegregate, integrate, and advocate. To learn more about each of these steps and about the behind the scenes process that has gone into our mission, ethos, outlook, and beliefs, read our latest article with our link in bio.

#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom #schoolchoice #privateschool #publicschool


There’s a reason the word “integrity” is within the word “integration,” because you can’t have genuine integration without steadfast integrity. To apply an integration framework to your everyday life, to your local community, and to our national culture requires an immense amount of integrity, an immense amount of firm, stalwart adherence to a specific moral and ethical code. 

It takes standing up for justice and equity and fighting against resource hoarding and an oppressive hierarchy. Integration takes determination, because those with wealth, power, and resources (most often) don’t willingly let go of what they have. They must be convinced, urged, pressed, and directed. And it takes steadfastness to speak truth to power. 

Integration also takes integrity and determination in a different way. Genuine integration and equity building requires nuance and specific, specialized solutions instead of one-size-fits-all answers. That means integration requires flexible thinking, deep perspective taking, and focused self-reflection. Said another way, integration requires the integrity of staying firm and steadfast to a balanced approach. This may sound counter-intuitive, but with many people today determined to dig into “all/or nothing thinking” and to a “my side vs. their side” approach, it takes a different kind of integrity and determination to go against that trend and to center a holistic, balanced approach. To center a balanced approach requires the integrity to challenge your own thinking again and again and again and to push yourself beyond political lines and social tribes. 

Integration may sound fluffy and nice and aspirational and positive. But the truth is integration takes hard work, a firm stance, and direct action. In other words, it takes integrity. To learn more about us and our work, visit our link in bio. 

#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom #schoolchoice #privateschool #publicschool


Integration guides everything we do. Of course, it guides our social justice activism and work, but it also guides our day-to-day decisions, our ideological framework, and our stance on educational issues today. For us, integration is more than a political term. It’s a philosophy and way to live. 

Because we follow integration, we believe the best answer, the best approach, and the best solution to any problem or issue is the one that brings as many separate parts as possible together into a unified whole. For example, with each education issue today (like if standardized testing is good or bad), instead of following political lines, we follow this. *Does it increase equity to the student and their family? Does it lift up? Or does it marginalize? Does it help share and distribute resources? Or does it help hoard and withhold resources? 

Most often the answer is yes and no. In some communities, because of that area’s specific historical and cultural context, a specific policy choice may help bring people together and increase equity, while in other communities, that same policy choice may do the exact opposite. Centering integration makes us evaluate each issue and situation independently while simultaneously giving us a steadfast waymarker to guide us through each specific debate and conversation. Said another way, using integration as a guide allows us to see the nuanced and layered complexity of each situation, and it gives us a clear direction and direct steps of action. To learn more about us and our work, visit our link in bio. 

#IntegratedSchools #BlackandWhite #Interracial #Multiracial #Identity #CivilRightsMovement #HumanRights #AntiRacism #DeSegregation #WealthEquity #DiversityandInclusion #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom #schoolchoice #privateschool #publicschool


For Integrated Schools and the country at large to remain relevant and forward-looking, we need to expand our imagination, our conversations, and our embrace to include the experiences of students from all racial, cultural, social backgrounds. 

What does that look like? It means advocating for antiracism without Whitewashing or diminishing the lived experiences of people of color. In other words…Listening. We don’t always have all the answers, but sometimes the power is simply in making space for everyone to feel heard. 

To learn more about how you can get involved with Integrated Schools, use our link in bio. And if you are a person of color and have felt a gap in Integrated Schools please reach out to hello@integratedschools.org to provide feedback or explore opportunities to partner with us.

#integratedschools #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom


In this article, Susan Knoll shares how the COVID-19 school shutdowns revealed how many White and/or privileged parents will pull out of integration work when things become uncomfortable and uncertain. 

She talks openly how, in 2020, she saw White parents talk about their support for BLM. But, then in real life, she would see them walk away from integration work by removing their children from public schools, forming a pod with only White parents, and all of the White families hiring a private tutor just for their kids. In short, when push came to shove, she saw White families focus on themselves and disregard allyship, empathy, and concern for what happened to the Black and brown kids in their community. 

She also talks honestly about the struggles of swimming upstream against the current of privilege and how though you may feel like you’re the only one to push against the stream, you are not alone. Yes, having the strength to see integration work through may make you alone in your specific community, but when all of us connect across the country, we form a new community. And, that’s what Integrated Schools is for, to be a support, resource, and community for all of those willing to stay put and do the work. Read the article with our link in bio.

‍#integratedschools #inclusion #community #redlining #diversity #socialjustice #socialjusticeeducation #wealthgap #local #publicschools #parenting #parent #momlife #dadlife #boymom #girlmom

Social
MEdia
results

By utilizing all of the internal research and the collaboration with Integrated School's team, we were able to help Integrated Schools grow their Instagram followers by over 10% in less than a year and achieve a consistent 10-30% increase in post engagement.

To learn more about Integrated Schools and to see our ongoing work them, visit their Instagram: here



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