Growing Roots — Café Spotlight to Strategic Transformation
Project Overview
What began as a single, upbeat social media video for Indigenous Roots’ community café became a long-term partnership driving web design, automation, and AI innovation.
Campaign Story
Indigenous Roots fosters cultural preservation and intergenerational connection. Their Artist & Culture Bearer site celebrates elders’ crafts and provides grants to help them share their knowledge. After our café video generated buzz, I was brought on to overhaul the Culture Bearer platform and expand their digital strategy.
Strategy and Execution
- Platform Revamp: Redesigned the Culture Bearer site for easier navigation and storytelling.
- Community Access: Simplified grant applications for elders.
- Automation & AI: Introduced tools for application receiving and filing.
- Cultural Continuity: Maintained authentic representation in all creative outputs.
Results
- Expanded from one project to ongoing collaboration on multiple large-scale initiatives.
- Increased engagement with site and streamlined application process.
- Strengthened Indigenous Roots’ ability to share their cultural work on a larger scale.
How The Smallest Marketing Team Beat the Odds
The Projects That Boosted Enrollment 15%
Tasked with promoting Skagit Valley College’s General Transfer Degree, I had to work without direct help from the marketing team, they were tied up with other priorities. This meant writing and building the campaign from the ground up by rallying community partners, leveraging AI tools, and pulling together talent and resources in unexpected ways.
Campaign Story
This project was one of two major video campaigns — the other being for Running Start, a program that helps high schoolers earn college credit. Each required a completely different approach for different audiences, and both spun off into additional videos and campaign materials still in use today.
For the General Transfer Degree, I reached into my community network to find students and local actors for the ad, tapped the college radio station for sound design and voice talent, and used AI tools to compile notes, draft multiple script versions, and refine messaging until every stakeholder was satisfied.
Strategy and Execution
- Community Sourcing: Cast real community members to give the campaign authenticity.
- Cross-Department Collaboration: Partnered with the college radio station for audio production.
- AI-Enhanced Scripting: Generated multiple script versions quickly, incorporating stakeholder feedback.
- Audience Targeting: Created content optimized for both TV and social formats.
Results
- 15% enrollment increase post-pandemic while national college numbers were declining.
- Campaign won Gold Awards for both video and campaign from the National Council for Marketing & PR.
- Creative was so effective it was reused in subsequent academic quarters.
- Sparked spin-off projects and evergreen content that continue to drive results today.
Empowering Future Latinx Teachers — Maestros Para el Pueblo
Project Overview
This initiative aimed to inspire young Latinx students to pursue teaching careers and return to their communities to educate the next generation.
Campaign Story
The program director, Kati, needed fresh creative direction to reach a younger audience and energize recruitment. We created a culturally resonant campaign that not only reached its goals but also won multiple awards — including Gold for the program logo design.
After the campaign’s success, Kati said:
“If you want results, ask Nathaniel.”
That endorsement opened the door for new collaborations within the organization, including marketing support for emerging programs.
Strategy and Execution
- Logo Design: Created a vibrant graduation cap design inspired by Latinx textiles.
- Landing Page: Developed a bilingual, mobile-first recruitment hub.
- Community Engagement: Collaborated with local leaders and cultural influencers to amplify the message.
- Cultural Messaging: Balanced aspirational calls-to-action with culturally resonant visuals.
Results
- Gold Award for Logo Design and campaign recognition from the National Council for Marketing & PR.
- Elevated program visibility within the Latinx community.
- Generated ongoing creative work across the organization, especially for new and developing programs.