City Year

City Year is a national AmeriCorps nonprofit that mobilizes young adults to serve as “student success coaches” in public schools across high-need communities. I partnered with two of its largest and most influential chapters, City Year New York and City Year Bay Area, to advance recruitment, elevate awareness, and strengthen brand equity.

These bi-coastal engagements required a nuanced understanding of two distinct chapters operating within a shared mission. For City Year New York, our work spanned on-the-ground content production, brand refresh initiatives, paid and organic social strategy, and cross-functional collaboration with partners including the Mayor’s Office, Starbucks, NBCUniversal, and The Kelly Clarkson Show.

With City Year Bay Area, we led a full rebrand, developed a content series in partnership with the San Francisco 49ers, and executed paid and organic campaigns supporting their Annual Gala.

Across both chapters, refreshed branding and a unified content strategy drove meaningful growth: a 343% increase in audience size, 270% increase in engagements, and a 148% increase in impressions, setting a new benchmark for their social performance.