JAIME GROTH SEARLE
CREATIVE + COMMUNICATION
I BUILT THIS NONPROFIT GROUP FROM SCRATCH.
IMAGINE WHAT I CAN DO FOR AN ESTABLISHED BRAND.
A LITTLE OVER THREE YEARS OLD, IT HAS BIG POTENTIAL
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FEATURED ON CBS, NPR, WTTW, NBC, BLOCK CLUB, SOUTH SIDE WEEKLY
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A COLLABORATIVE PARTNER WITH SEVERAL CITY DEPARTMENTS
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ALL-AROUND RESPONSE TEAM AND AGENT FOR CHANGE ON SOUTHWEST SIDE OF CHICAGO
STYLE GUIDE & WEBSITE
Our logo changes to reflect solidarity with our neighbors in the Black, Latinx and LGBTQ+ communities.
THE EXECUTION
We saw an immediate need in a large community on the southwest side, and we were able to quickly organize and execute several innovative, necessary programs that leveled the playing field in a typically overlooked area of the city.
Freebies for Families:
Run by a group of local moms, we provide necessities for newborn babies, whose families may be facing hardships.
Libraries at the Parks:
With public libraries closing more frequently, we arranged for library boxes to be installed within parks and playgrounds to enable young people to access literature more frequently.
Chamber of Commerce:
Spinning off from our nonprofit, we nurtured a regional chamber of commerce to provide support to small and local businesses that were struggling to compete in the shadow of Midway Airport.
Food's Here:
An innovative mutual aid program that re-distributes food waste to communities in need, employing local restaurant crews to re-package meals and sourcing funding from local financial institutions, in order to create a small and hyperlocal circular economy on the southwest side of Chicago.
WE INTERACT WITH A MULTILINGUAL, MULTICULTURAL GROUP
- AND WE ENGAGE WITH EVERYONE.
The Landscape:
Residents of the Southwest Side of Chicago are used to corrupt politicians and disinvestment at the city level. So it's harder than usual to engage, especially in the long term.
How We Made the Shift:
By joining neighborhood groups as our page and engaging on a very granular level, neighbor by neighbor, as well as creating events like food drives that were very well received, we were able to build trust and establish our grassroots groups as a solid resource.
Not Paid. Solely Organic Reach.
Our strategic use of neighborhood groups, as well as use of video and bilingual content, ensured that we resonated with our target audience—and we did not need to boost posts or push paid search to do so.
