Problem Statement: AAPA needed to improve its branding efforts and attract a target audience of potential mentees for the 2018 Mentorship Program.
My Strategy: I developed a social media campaign (focusing on LinkedIn) that shared interesting stories and testimonials from current and past AAPA members. Hashtags and a special message were added to each story/ testimonial for brand consistency. People were encouraged to provide their email on the website to learn more.
Organization: AAPA (Asian American Professional Association)