Black Generational Wealth Campaign
Brand and Content Manager
Summary
The objective was to create a campaign that repositioned Detroit as a thriving hub for Black generational wealth, while encouraging Black entrepreneurs, former residents, and future homeowners to see the city as a place to build lasting opportunity. I led the campaign from concept through execution, building the strategy around the real people shaping Detroit's future rather than just focusing on statistics.
The Challenge
Moving Beyond Statistics: Finding a way to translate complex goals like "generational wealth" into an inspiring, human narrative.
Balancing History and Future: Acknowledging Detroit's history and resilience while firmly shifting the conversation toward what is possible moving forward.
Reaching Multiple Audiences: Crafting a message that resonated equally with local entrepreneurs, former residents looking back at the city, and future homeowners.
The Strategy & Approach
As Brand & Content Manager, I developed the creative vision, messaging strategy, and content plan. I interviewed entrepreneurs, homeowners, and community leaders, turning their lived experiences into stories that celebrated the city's spirit and potential.
My role included:
Video Production: Led the creative direction and production of 20+ videos, including podcast conversations, interviews, and social content.
Omnichannel Strategy: Developed a content strategy that seamlessly connected short-form video, long-form storytelling, and live community activations.
Collateral & Support: Created marketing materials, tradeshow installations, toolkits, and one-pagers to actively support the campaign's entrepreneurship and homeownership initiatives.
The Impact
The campaign launched with strong engagement and broad community participation, successfully shifting the narrative through the voices of the people living it.
Strong Early Performance: While final analytics were still being compiled when I left the organization, early data showed high engagement across social media, particularly on video and user-generated content.
Community Ownership: Cultivated deep participation from residents and leaders who saw their own stories reflected in the work.
A New Narrative: Successfully shifted the conversation from Detroit's past to its future, highlighting tangible stories of Black wealth, entrepreneurship, and community investment.