Market Strategy, Engagement Consulting & Experience Design

Black Minds Matter


Black Minds Matter (BMM) is a national movement to celebrate Black minds, support excellence, and promote the development of high-quality school options for Black students. BMM is connecting a national community of Black school founders and leaders, so they can come together for fellowship and professional growth.

Engagement Needs:

BMM was looking to engage Black school founders and to support their unique professional communities by building individual connections amongst like-minded peers, creating access to educational resources, and promoting the educational freedom and parent empowerment movement in schools and communities. This made us the perfect partners: NEWaukee builds diverse, vibrant communities and the experiences that bring them to life.

Key Insights:

Through a series of strategic design sessions, NEWaukee collaborated with BMM leadership to conceptualize an authentic community for Black school founders. NEWaukee helped BMM to develop network benefits, audience segmentation and targeting, outreach strategy, messaging, high level goals, and more.

Key insights included:

  • • BMM’s brand had a strong appeal and reach that could be leveraged to build connections with individual Black school founders and peers within the community
  • • Grassroots organizing had helped to produce a database of founders and subscribers
  • • Black school founders expressed a desire for peer connection but did not yet have an easy way to come together
  • • Storytelling could be used to change the narrative around educational freedom and parent empowerment, particularly on digital platforms
  • • A series of recurring and signature events could be produced to educate Black school founders on educational freedom and leverage them as advocates within their communities
Black Minds Matter Graphic

Here’s What Working with NEWaukee Can Do:

Since January 2022, NEWaukee has managed BMM’s engagement initiatives directly. This includes engaging Black School Founders and creating graphic design, organic and paid social media, event coordination and production, community outreach, and network management.



National Black Founders Network

  • • 104 members in the National Black Founders Network
  • • 7 new podcasts added to asset library featuring school founders in 3 regions
  • • 160+ increase in Facebook followers
  • • Hosted 70+ attendees at inaugural National Black Founders Summit hosted in Atlanta, Georgia, which included representatives from the oldest Black-owned school in the United States of America and nationally recognized speakers such as Dr. Steve Perry.


Make NEW Possible


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