Dr. Khalid Mumin

Bridging the gap between poverty to potential

WHAT WE DID

Visual Branding

Branded Social Content

THE BACKGROUND
Growing up in one of the most under-served communities in Philadelphia, Dr. Khalid Mumin is familiar with the limitations of poverty. But he's also familiar with ways to change that: great education and great mentorship. As an award-winning superintendent (and later, the Secretary of Education for Pennsylvania), his mission is to open students' eyes to their own potential and strength - one classroom at a time.

THE GOAL

After releasing his first book, Problem Child, Dr. Mumin needed ways to promote it as well as generate an audience for future public speaking engagements.

HOW WE DID IT

Our strategy was twofold: first, create a trailer for Dr. Mumin's book, introducing his story and his purpose as an educator. Adaptations of the trailer launched across his website and digital platforms to help kickstart his online brand.

Then, we continued the momentum with nearly 50 additional clips of short-form branded content for social media (YouTube, Instagram, and Facebook). This ensures the story doesn't have to end with the last chapter - his audience can continue to learn from his platform, engage with future publications, and be exposed to his work as a public speaker.

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