The Power of Partnership
2021 – Present
The Marcy Lab School “Retained Partnership”
The Marcy Lab School “Retained Partnership”
The Power of Partnership
2021 – Present
The Marcy Lab School “Retained Partnership”
(CLIENT)
(CLIENT)
The Marcy Lab School
The Marcy Lab School
(SERVICES)
(SERVICES)
Annual Retained Services, Creative Strategy and Development, Creative Direction, Social Strategy, Campaign Management, Video Production, Podcast Production, Post-Production
Annual Retained Services, Creative Strategy and Development, Creative Direction, Social Strategy, Campaign Management, Video Production, Podcast Production, Post-Production
The Brief
The Brief
The Marcy Lab School is a nonprofit in Brooklyn, New York that offers high school graduates a one-year, tuition-free Fellowship in software engineering or data analytics.
Its mission, to give underestimated young adults a college alternative pathway that launches them into the workforce with well-paid, purpose-driven careers in tech.
Back in 2021, Marcy asked us to help tell some of the stories of their graduates. Six years later, while the software engineering and data analytics industry looks completely different, we’re still telling Marcy stories in bold, dynamic and cost efficient ways.
The ask has always been centered around the same goals: spread the word about Marcy’s mission, help secure the funding that keeps the Fellowship tuition-free, grow enrollment, and find employer partners for graduating Fellows.
The Marcy Lab School is a nonprofit in Brooklyn, New York that offers high school graduates a one-year, tuition-free Fellowship in software engineering or data analytics.
Its mission, to give underestimated young adults a college alternative pathway that launches them into the workforce with well-paid, purpose-driven careers in tech.
Back in 2021, Marcy asked us to help tell some of the stories of their graduates. Six years later, while the software engineering and data analytics industry looks completely different, we’re still telling Marcy stories in bold, dynamic and cost efficient ways.
The ask has always been centered around the same goals: spread the word about Marcy’s mission, help secure the funding that keeps the Fellowship tuition-free, grow enrollment, and find employer partners for graduating Fellows.
The Challenge
The Challenge
The world of software engineering and data analytics is ever changing. Over the years, Marcy’s two-person team has grown into a staff of 30, with a full campus. As the industries change, they’ve adapted with new curriculums that serve unique, distinct audiences with different needs and vocabularies.
So how could we take an ever-shifting landscape and turn it into a strength – all while serving value-driven content to funders, employers and prospective students alike? And on a modest non-profit’s budget, where every piece has to earn its keep more than once.
The world of software engineering and data analytics is ever changing. Over the years, Marcy’s two-person team has grown into a staff of 30, with a full campus. As the industries change, they’ve adapted with new curriculums that serve unique, distinct audiences with different needs and vocabularies.
So how could we take an ever-shifting landscape and turn it into a strength – all while serving value-driven content to funders, employers and prospective students alike? And on a modest non-profit’s budget, where every piece has to earn its keep more than once.
Watch the Film
The Approach
The Approach
Over the past 6 years, our content has been rooted in a simple premise: tell value-driven stories with honesty and vulnerability. Our partnership is not about individual pieces of content, but creating a strategy that is flexible and that has the ability to change lenses while keeping the subjects in focus.
Tell the stories of the people. We began with alumni. Character-driven stories like Jan’s let graduates carry the argument in their own voices, which is more convincing than anything a brand could say about itself. Prospective fellows see themselves in a familiar story, funders see their dollars at work and employer partners see the quality of the education and caliber of talent.
Share the big moments. When Marcy has a milestone, we’re in the room. Capturing every graduation since 2021, project showcases, international diplomatic trips; the moments that only happen once and the ones Marcy is proudest of.
Build the collateral. Alongside the films, we developed the traditional marketing and sales materials an organization like Marcy needs to hit its various growth targets.
Wide spread and precise distribution. Nothing we make for Marcy lives in one place. Long-form episodes, hero films and recaps, go to YouTube and LinkedIn, where funders, employers and partners settle in and watch. Bite-sized cuts are tailored for Instagram, TikTok and Youtube Shorts, where the next generation of students are scrolling.
Adapt to the changes. Each year, as the needs of the organization changed, so did our approach: more recruitment, more fundraising, more employer outreach. Nimble is the name of the game.
Building a content engine. This year, we expanded our partnership with Marcy to build them a wholistic content engine thats backbone is a video podcast. An entirely new media strategy rooted in a single show that will support breakout videos for social platforms and allow opportunities for truly social-first content to be captured on-set.
The Qualified Podcast is not a Marcy ad, but a value driven podcast about the future of opportunity in an ever changing industry that is being uprooted by AI. Every episode chases one question, brings in unique voices and perspectives, and puts Marcy in a position of thought leadership.
Over the past 6 years, our content has been rooted in a simple premise: tell value-driven stories with honesty and vulnerability. Our partnership is not about individual pieces of content, but creating a strategy that is flexible and that has the ability to change lenses while keeping the subjects in focus.
Tell the stories of the people. We began with alumni. Character-driven stories like Jan’s let graduates carry the argument in their own voices, which is more convincing than anything a brand could say about itself. Prospective fellows see themselves in a familiar story, funders see their dollars at work and employer partners see the quality of the education and caliber of talent.
Share the big moments. When Marcy has a milestone, we’re in the room. Capturing every graduation since 2021, project showcases, international diplomatic trips; the moments that only happen once and the ones Marcy is proudest of.
Build the collateral. Alongside the films, we developed the traditional marketing and sales materials an organization like Marcy needs to hit its various growth targets.
Wide spread and precise distribution. Nothing we make for Marcy lives in one place. Long-form episodes, hero films and recaps, go to YouTube and LinkedIn, where funders, employers and partners settle in and watch. Bite-sized cuts are tailored for Instagram, TikTok and Youtube Shorts, where the next generation of students are scrolling.
Adapt to the changes. Each year, as the needs of the organization changed, so did our approach: more recruitment, more fundraising, more employer outreach. Nimble is the name of the game.
Building a content engine. This year, we expanded our partnership with Marcy to build them a wholistic content engine thats backbone is a video podcast. An entirely new media strategy rooted in a single show that will support breakout videos for social platforms and allow opportunities for truly social-first content to be captured on-set.
The Qualified Podcast is not a Marcy ad, but a value driven podcast about the future of opportunity in an ever changing industry that is being uprooted by AI. Every episode chases one question, brings in unique voices and perspectives, and puts Marcy in a position of thought leadership.
The OUTCOME
The OUTCOME
What started as a simple video request from a young non-profit, turned into a multi year partnership where we built strategic creative systems for content that could scale across the organization. And with an focus on using every dollar to it’s fullest potential, Marcy was able to leverage premium content as they grew more than 20x.
The best part? We had the satisfaction of helping to grow an organization that makes a real world impact on communities across the country.
What started as a simple video request from a young non-profit, turned into a multi year partnership where we built strategic creative systems for content that could scale across the organization. And with an focus on using every dollar to it’s fullest potential, Marcy was able to leverage premium content as they grew more than 20x.
The best part? We had the satisfaction of helping to grow an organization that makes a real world impact on communities across the country.
5+ years of partnership, since June 2021
85+ Days of Production
150+ Pieces of Content Delivered
22x growth in annual operating budget since 2020
Over 300 Fellows served along the way
$108K average starting salary for graduates
Learn More About Marcy
ARE YOU GONNA FINISH THAT?
ARE YOU GONNA FINISH THAT?