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ethel's club
The Problem.
ethel's club is a social club and co-working space located in Brooklyn, New York. Founded by Naj Austin in 2019, it was developed to serve people of color and allies.
Currently, it's struggling to reach outside its NYC zipcode and expand its health and wellness services to more people of color who need them.
The Ask.
Develop an influencer branding campaign to raise awareness of ethel's club and their healing mission.
Business Objective
Amplify awareness of ethel's club at a national scale.
Current POV
"Homies Healing Homies"
Austin created the space after wishing their were more spaces for people of color to hang out and access mental health and wellness resources.
ethel’s founding values are not only to provide tools for BIPOC to thrive as individuals, but to create new worlds where to come together as a community.
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Mediating The Challenge
Position ethel's club as a leader in conversations about healing using influencers.
Target Audience
DEMOGRAPHIC 21-34
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Young Millennials & Older Gen Z
INTERESTS
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Building online communities
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Social media enthusiasts
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Creatives; art, content creation
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Wellness
MOTIVATIONS
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Pursuing better mental health
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Actively developing lifestyle habits
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Desire to network with like-minded individuals
The target strategy considers all those who want to create a lifestyle of their choosing and are looking for people to go on the journey with.
Competitors
Insight
Your journey to self-love doesn't have to happen alone, it can be done with others.
Message
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The journey to healing can sometimes feel lonely, but it doesn't have to.
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Shared experiences make it easier ethel's club not only gives you the tools, but the village it takes to heal.
Campaign
Campaign Objective
As an extension of their smaller scale partnerships, an amplified influencer campaign will leverage individuals with larger social platforms in and out of NYC to boost national reach. Using influencers who create communal content i.e. in groups, with guests, events, ethel's club can organically solidify their community values and continue its mission as a safe space for people of color to heal.
With each influencer partnership, we are showing that together, we can be the #BestVersionOfU(S).
Meet the influencers
The power of the podcaster
48% of Millennials and 43% of Gen Z listen to weekly podcasts. Podcasts present multi-channel opportunity to leverage individual creators on Instagram, Tiktok, and Youtube as well as content on all podcast platforms.
Onboarding
Brand
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Explain who ethel's club is and their main goals as a brand Give an overview of why it's important for ethel's club to work with influencers
Audience
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Provide a high-level overview of the ethel's club audience to give the influencer a deeper understanding of how their content will resonate
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Content Provide posting guidelines for event and ongoing social content (date, time etc) Identify what they can and can't post based on what aligns with the ethel's club brand.
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Remind them to always tag @ethelsclub and #BestVersionOfU(S) and #ad within line with FTC compliance.
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Work with the influencer to establish the tone and overall dynamic of the content while emphasizing the importance of creative control
Admin
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Ensure contracts and other expectations/conduct are finalized ahead of the partnership beginning
Earned Media
"Power of the Podcaster: How ethel's club Is Using Podcasts To Promote Community Healing."
"Wellness Meets Podcasts With ethel's club's New Campaign "
"It Takes A Village: How This Brooklyn Social Club Is Leading The Way with Community Healing"
"Meet the ethel's club influencers taking the Brooklyn Social Club on podcasts and beyond"
The Measures Of Success.
My Team.
About Me
So… are we compatible? :)