Capstone – Project

Create a Strategy for Raising Awareness and Engaging Audiences to Grow a Not-for-profit Organization Empowering Youth

A Collaboration Between

Project Synopsis

The Artest Foundation (TAF) is a not-for-profit organization based in New York City that is working to close the health and wealth gap by empowering youth with the life skills they need to thrive. The organization provides youth free access to mental health programs, engagement in team sports and athletics, and educational opportunities to develop a range of skills and competencies from financial literacy and STEM skills to entrepreneurship.

As a local organization with a national reach, the Foundation predominantly serves individuals and communities within the Queens and Manhattan boroughs of New York City, and is looking to expand its impact both locally and nationally. The Foundation is asking you to help them create a social media marketing strategy that will inform, engage and attract parents and youth to the local events held by TAF.


Project Topics

Growth Strategy


Sales & Business Development

Company Information

CompanyThe Artest Foundation
HQNew York City
StagePre-Revenue Startup
Hiring PotentialN/A

Company Overview

We empower underserved youth by engaging in them in Athletics, Education and Mental Health programs so they can close the health and wealth gaps and gain the life skills they need to thrive.

Experiential Learning Program Details

Engagement Format -
Students EnrolledN/A
Meeting Day & TimeN/A
Student Time Commitment1-3 Hours Per Week
Company Time Commitment1 Hour

Program Timeline

Touchpoints & Assignments Due Date Type

Key Project Milestones

  • May 30, 2022 - Define the organization's model and brand

      • What is the organization’s brand, including their history, mission, vision and goals?
      • What is the organization’s relationship to the community? What geographic area, subpopulations, etc. are served by the organization?
      • Who is the target audience of the brand? Resist the temptation to list only a few subpopulations and consider the categories and groups the organization aims to reach, connect with, etc.
      • What community, group, and individual needs does the organization meet, and how? How are their programs and services defined and organized?
      • Take inventory of the organization’s communications: website, brochures, emails, newsletters, annual report, fundraising appeals, mailings, social-media outreach.
      • What is the marketing budget? What other constraints  and opportunities do you identify at this early stage of the project?

    Suggested Deliverable:

    Infographic overview of the organization and current challenge (internal); communications inventory; questions for industry mentor

  • June 20, 2022 - Target Audience Analysis & Personas

    • Define the Foundation’s target audience segments and develop target audience personas.
    • How do these segments/personas differentiated in terms of their problems, interests, goals? 
    • In what ways do these personas present a reasonable market opportunity?
    • What communication channels do they use, and how? What are the best strategies to reach these audiences?
    • Who are the influencers in this space? Are there opportunities to partner with other local, regional, or national organizations to reach the target audience segments?
    • Can you create stories to detail and exemplify why youth (and parents) engage the Foundation, how it helps them to reach their goals, solve their problems, and/or live their values?

    Suggested Deliverable:

    Detailed target audience personas and 2-3 stories and related imagery ready for publication via multiple communication channels

  • July 18, 2022 - Analysis on Current Marketing Strategy & New Strategy Ideation

    • How is the Foundation currently marketing to each segment of the target audience?
    • What marketing channels are they using? How do you measure the effectiveness of those channels?
    • Reach out to folks in the Foundation network to gain feedback / perspective on their marketing approach. What feedback do they offer?
    • How do other similar organizations communicate their concept and value to their audiences? Research and present best practices for fundraising strategies/tactics for similar organizations, concentrating on the use of social media channels.
    • What do you believe is missing from the current marketing strategy?
    • What assets need to be designed or refreshed? Why does the asset need a refresh? How can/should the organization use the asset? Who is the primary audience and what channels should be used?
    • What tactics are performing well?  What tactics would you suggest to improve the current marketing strategy?

    Suggested Deliverable:

    Marketing Analysis & Prototype Strategy; Questions for Industry Mentory

  • August 15, 2022 - Prototype a Social Media Marketing Strategy and Plan of Action for Email, Instagram & Facebook

    • How would you market the Foundation to each of the key stakeholder segments?
    • What messages, content, meanings should be used to inform, engage, and retain the multiple target audiences?
      • What stories would shape their perceptions to create the desired image? List key messages and stories.
      • What emotion(s) are these messages and stories appealing to? What language and tone would be useful to evoke that emotion and build a connection with the audience?
      • Can you suggest/create prototype well-crafted messages and stories?
    • How can/should the following communications channels and methods should be used?
      • Email
      • Instagram
      • Facebook
    • Do you recommend other communication channels, and if so, why?
    • What are the anticipated costs of implementing your recommendations?
    • How do you anticipate your Social Media Marketing Strategy and Plan of Action for Instagram & Facebook will produce the following results?
      • increase following on IG
      • increase of Engagement on IG
      • increase of email subscribers
      • increase of attendance at events
    • How will your suggested email marketing campaign (with proposed topics and copy) help to retain, inform and engage the target audience and contribute to the following results?
      • under 1% unsubscribes
      • increase of attendance
      • increase of sales (celebrity co brand on merchandise)

    Suggested Deliverable:

    Prototype Social Media Marketing Strategy & Plan of Action, including prototype assets

Project Resources

Industry Mentors

Company Admin

Kirsten Franklin

[email protected]

Academic Mentors



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Assigned Students

There are currently no students assigned.