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ULMS Brand Influencer Program

PROJECT OVERVIEW:

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The ULMS Brand Influencer Program was designed to expand mission-aligned storytelling by partnering with trusted local creators who hold credibility within their communities. Launched in celebration of the organization's 95th anniversary (2025), the program centered curated in-person experiences as a way to authentically amplify brand visibility while maintaining integrity and community trust.

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These experiences included:

  • An inaugural Rhythm & Soul Legacy Gala

  • The 4th Annual Resource Festival 

  • The 24th Annual Breakfast (Signature fundraiser)​

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PROJECT TIMELINE:

  • Concept Development: Feb - March 2025

  • Influencer Application Period: April 2025

  • Influencer Selection & Onboarding: May 2025

  • Influencer Orientation: May 2025

  • Program Launch: June 2025

  • Cohort End: December 2025

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MY ROLE:

 

Program Architect & Narrative Lead

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I led this program end-to-end -- from initial concept and visual identity to infrastructure and execution. This included:

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  • Developing the program's aesthetic and logo

  • Designing and building out the official program landing page

  • Creating the program application, submission process, and overall timeline

  • Promoting the application period on social media through both paid and organic content

  • Establishing selection criteria and evaluation rubrics for use once the application period ended

  • Establishing a committee of my peers to help review applications and make final selections

  • Drafting each Influencer's individual contract and compensation package -- catered to their specific deliverables and activities.

  • Authoring custom handbooks for each influencer to help guide and navigate their roles and responsibilities 

  • Notifying the (5) selected program participants

  • Hosting an Influencer orientation and dinner for selected participants to attend at the start of the program

  • Creating Influencer exclusive swag bags for each participant inclusive of tumblrs, hoodies, beanies, and other small branded trinkets 

  • Managing live-event participation to ensure alignment with organizational values and storytelling

  • Boosting Influencer generated content across ULMS platforms to increase engagement

  • Tracking all Influencer generated content data and providing regular updates to key stakeholders

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OUTCOMES:

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The result was a scalable engagement system that balanced creativity with governance -- strengthening audience reach, supporting high-visibility signature events, and positioning influencer partnerships as a strategic expansion of the organizations brand and narrative ecosystem.

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Key Results Included

(August 2025 - December 2025):

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  • Generated 330,000+ total accounts reached across Facebook, Instagram & LinkedIn over a period of 6 months

  • Produced 1.47M+ video online views, significantly increasing visibility for signature events and campaigns​

  • Contributed 27,000+ total social interactions, including likes, comments, shares, and saves

  • Increased total social media following by 2,800+ new followers during the reporting period

  • Influencer-led posts consistently outperformed baseline content by more than 40%, driving higher engagement and share rates across event campaigns

  • The program established a repeatable model for community driven amplification, blending paid influencer partnerships with mission-aligned storytelling to support long-term brand growth

Campaign Highlights

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Applications & Selected Influencers: 

From nearly 100 Seattle-based passionate, purpose-driven applicants over the course of 30 days, five inspiring voices rose to the top and were selected to serve as the official ULMS Brand Influencers for the inaugural cohort -- Campaign Year 2025!

Program Website

Here is a brief scroll-through of the accompanying landing page I built for the program to live and to house all related information.

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Page Link: https://urbanleague.org/influencer-program/ 

Influencer Orientation

Here are photos from the orientation I facilitated. During the orientation Influencers learned more about ULMS and the impact of the agency's work. They also received a comprehensive overview of their 
roles and responsibilities, a branded swag kit with items I created, and a custom Brand Influencer Handbook (example below) tailored to 
their specific contract guidelines, deliverables and signature events.

Influencer Orientation Presentation Slides

Here are samples of the slides I created to guide the orientation.

Influencer Handbook

Here are some exerts from the Influencer handbook I created, curated to each individual participant.

 

The purpose of the Influencer handbook was to create a reference tool each Influencer could refer back to as they worked to complete their deliverables. This included talking points about the organization, event details, deliverable timelines, and other resources provided by the agency for their disposal.

Influencer Content

Here are some examples of content the Influencers created during their participation in the program!

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