BellXcel, Boston, MA
Largest evidence-based summer and afterschool
solution in the U.S.
For over 20 years, BELL provided evidence-based afterschool and summer programs directly to school districts, earning praise, and recognition along the way. Programs were effective, yet scaling impact proved difficult. BELL developed a new partnership model, which empowers school districts with proven best practices to develop, manage, and measure summer programs.
The national nonprofit was eager to roll-out this new model, yet faced steep challenges. Brand name recognition was nearly non-existent, outside of its sphere of influence. They were hamstrung by an outdated website, marketing materials, and a one-size-fits-all approach to communications. With an anemic social media presence, and non-existent PR strategy, BELL needed to help to jumpstart its brand in order to realize its vision, fast.
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Jaime led a go-to-market strategy to promote a new name, new CEO, new website, and new service model. BELL became BellXcel. He led interviews and surveys to understand BellXcel's impact on schools and school districts. Jaime transformed a stale website into a thriving lead funnel, and oversaw the roll-out of a needs assessment tool, which triggered persona-centric email campaigns via marketing automation.
Jaime directed a series of compelling videos that showed the impact of BellXcel-powered programs through the voices of teachers, principles, parents, and students from across the country.
He led a revamp of over 300 communication assets and oversaw the development of over 150 annual impact reports. Personal stories of impact became the centerpiece for development campaigns. Lastly, Jaime developed a PR strategy in partnership with an agency to raise awareness about BellXcel's impact on a local level, through its partnership with YMCAs across the nation.
Results were impressive. BellXcel experienced a 60% increase in website visits, a 75% boost in online prospects, and 15% growth in partnerships. While Jaime was at BellXcel, the nonprofit experienced a 3-fold increase in development.
Working collaboratively, Jaime led a stem-to-stern rebranding initiative involved over 300 sales and marketing deliverables. Jaime helped increase its social media fan base by 35%, and boosted social engagement. He wrote numerous stories that shined the light on amazing educators, as well as press releases, earning over 65 placements.
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Jaime helped position BellXcel's new CEO as a subject matter expert and thought leader, earning media coverage in Scholastic's EDU blog, the National PTA magazine, the Chronicle of Philanthropy, Boston Business Journal, and Education Week.
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Collage
Go-to-Market Video Campaign
Sensing the importance of story-telling through videos, Jaime led a team of videographers to produce a series of short and long-form video vignettes. He used his reporting skills to interview amazing people. These videos continue to play an important role in new business development as they truly convey the impact of BellXcel.
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