top of page
1/3
marketing for change
How to harness the passion and creativity of youth change-makers to make a positive impact.
the situation
In 2015 a young brother / sister duo founded an apparel company called Nalu. Nalu’s mission was ambitious, but simple: Help break the poverty cycle by keeping thousands of kids in school.
In India, it is common for kids to drop out of school each year simply because they cannot afford to purchase the compulsory school uniforms.
Nalu made a commitment to solving this problem: “With every 4 products we sell, we give a school uniform to a child who needs one.”
In early 2017, the Nalu founders were full of passion and creativity. They had great support from their peers at school and from their community. However, to make the impact that they envisioned, they needed strategic focus and a marketing roadmap to grow their company.
Create a comprehensive marketing plan focusing Nalu’s limited resources on high-impact activities to drive
significant sales growth.
the objective
1/5
the solution
Black Brew Bridge provided Nalu with a strategic roadmap for growth by:
-
Defining Nalu’s target audience and creating a brand positioning statement. Now, the right message will be delivered to the right audience consistently.
-
Transforming the company’s marketing approach “from chasing all good ideas” to focusing all resources on three key activities: 1) Bringing the brand to life in the flagship store, 2) Making a best-in-class eCommerce website the primary global sales channel, and 3) Betting big on what has made Nalu successful to date: youth-to-youth advocacy.
-
Creating the Nalu Ambassador Program, a team of high school leaders who evangelized the positive impact of purchasing Nalu clothing to fellow students. They educated and empowered their peers to help students in India stay in school and break their family’s poverty cycle.
Black Brew Bridge’s clear marketing strategy and detailed execution plan drove measurable sales results, and meaningful benefits to the students in India:
In 2017, teams of opinion leader ambassadors were trained and deployed in high schools across the USA and Europe.
Nalu launched a global ecommerce website to scale its sales.
Nalu donated 6,800 school uniforms to school children, increasing enrollment in the Indian pilot school by 87%.
the success
the conclusion
A strategic marketing plan with a clear vision and a three year roadmap of activities can help a small giving-centric company scale quickly and make a more meaningful impact in the world.
“Jeff created a killer marketing plan for Nalu that helped us focus on the things that drove our sales the most. Ultimately, his work helped us donate more uniforms and keep more kids in school.”
Dali Shonfelder, Co-Founder
Nalu
“Jeff came to us with some great creative ideas. The Nalu Ambassador Program was an ingenious way for us to expand the work we started at Green School (Bali) to the US and Europe.”
Finn Shonfelder, Co-Founder
Nalu
bottom of page