“Research is key. There’s no hack for deeply understanding your customer’s decision set.”
In this episode of Growth Talks by Right Side Up, Julia Steele joins host Krystina Rubino to share her journey from journalism to nonprofit marketing and her passion for creating impactful stories that move people to take action. Julia discusses the challenges and rewards of marketing in the education and nonprofit sectors, emphasizing the importance of cultural competency, customer research, and advocacy in driving growth.
Julia also explores how Success Academy works to inspire families and drive enrollment, all while staying true to their mission of providing exceptional education for children of all backgrounds.
🗝️ Key Takeaways:
- Research and qualitative insights are irreplaceable for understanding customer decisions—get to know your audience deeply.
- Marketing must adapt to diverse audiences and meet them where they are, so stay flexible.
- Advocacy and storytelling go hand in hand. Clear, mission-driven communication fuels awareness and impact.
- Branding isn’t just for profit. A strong, authentic message resonates in both nonprofit and for-profit sectors.
- Calls-to-action are critical, so be intentional in your messaging to ensure the audience understands what you’re offering. Highlight your value.
⏰ Timestamps
00:00 Introduction to Julia Steele’s career
02:12 From journalism to marketing
06:30 Balancing branded content and storytelling
11:45 Navigating the complexities of nonprofit and education marketing
16:20 Success Academy’s dual mission: advocacy and access
21:35 Cultural competence in marketing for NYC’s diverse families
28:10 The power of customer research in driving marketing decisions
35:00 Julia’s favorite growth non-hack: research
🔗 Mentioned in this episode:
- Success Academy Charter Schools: https://www.successacademies.org/
- Ed Institute at The Robertson Center: https://saedincubator.org/
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Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
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