The Grove School of Engineering is one of the five schools that make up City College and is the only public school of engineering in New York City. They honor four values:

Diversity

Innovation

Community

Affordability

Challenge:

People feel discouraged from pursuing a career or excelling in engineering because of society's bias towards embracing diverse mindsets. So, how can the school motivate future leaders to show these gatekeepers they matter?

objective:

The objectives can position the school as the number one choice that promotes diversity and leadership by:

Increasing enrollment by 15% in two years
Changing perception of the engineering industry by pushing forth Grove's goal
Developing awareness of Grove's mission through digital and traditional tactics

research:

It was crucial to find someone who broke barriers in the industry despite people trying to push them down. An individual that represents Grove's determination and passion for educating future rule breakers.

Ofure Ukpebor is software engineer at Intel and graduated with a master's degree in computer science at Grove. She's a woman of color, who overcame obstacles and spoke to us about what it means to be a trailblazer.

Support system is important

Promote societies that fight for diversity in engineering

Motivated to learn + grow despite barriers

Education shaped her communication + collaborative skills

Pushes for diversity + inclusion in the workplace

Mentor in her own community

strategy:

By finding an influencer that embodies what it means to be a trailblazer and a voice to the Grove campaign, it's an opportunity to develop a strategy that pushes against the powerful roles' mindset.

Trailblazers break barriers in engineering despite gatekeepers preventing them from having a seat at the table.

MESSAGE:

The choice to highlight trailblazers and their stories is to motivate individuals to continue in their field or learn about pursuing a career in engineering.

Trailblazers' stories showcase the pioneers of change in engineering and encourage students to break their own industry barriers.

EXECUTION:

Introducing The Trailblazer

A Groveblazer's PATH

It's a chance for people to develop their own journeys and become a Groveblazer. They will learn and feel inspired by engineers who are passionate and dedicated to making a difference in the field. It can encourage them to interact with their role models through the Grove School of Engineering.

Developing an influencer strategy around Ofure can showcase a woman of color who despite obstacles have become successful in engineering. She can become an ambassador and highlight how Grove was a big part in addressing the issues in the industry and teaching future barrier breakers.

There are many channels to tell Ofure's story and the impact it's made in pursuing a career she's passionate about. Grove has the opportunity to use social, out-of-home, and sponsored posts to reach people through each stage.

Ofure's story is a chance to let other trailblazers tell their story and show Grove is the catalyst to push forth those journeys. Grove School of Engineering gives voice to the underrepresented and provides a spotlight that gatekeepers can't hide.

The Breakthrough Experience: Girls@Grove

Once prospective students and young professionals get to know Ofure and other trailblazers, they will have the chance to interact with them. Girls@Grove is an all-day conference filled with keynotes, network opportunities, and hands-on work catered to their interests. This is an opportunity to learn from the trailblazers as well as learn how they become leaders themselves.

This event gives women of all ages the chance to share their experience using hashtag #GirlsAtGrove and highlight what makes them an engineer to look out for. Grove is providing a platform for everyone to celebrate whether they're a professional or a student interested in becoming an engineer.

evaluation:

Once individuals learn about trailblazers and feel inspired with the event, we'll measure the impact of the campaign and how to continue to motivate future leaders and rule breakers:

Social listening (retweets, mentions, clicks, shares and comments)
Reach (social media followers and event guests)
Pre and post surveys of Girls@Grove
Comparing social benchmarks to actual results

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