Headquartered in Richmond, Virginia, The Faison Center stands as a leader in the field of Autism Education, providing educational and residential services to both children and adults with autism and other related disabilities. Their story spans multiple generations, with thousands of individuals and their families seeking the education and care needed to improve their life's journey. 

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Our creative team at WKH Solutions was tasked with telling the story of The Faison Center and their impact on the autism community as part of their 25th Anniversary celebration. This campaign spanned a total of 4 months resulting in a 42.9% increase in organic engagement and 32.8% increase in organic reach across all platforms. 

When tasked with developing the content strategy for this campaign, I focused on three main goals:

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1. Telling a story that engages multiple audiences, encouraging users to share and create their own content

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2. Re-establishing The Faison Center's authority as a leader in evidence-based autism education

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3. Reminding The Faison Center staff about the importance of their work and the legacy they carry​ 

Accomplishing our goals started with identifying and better understanding Faison's audience and their media habits. It was important that this campaign appeal to a wide audience, which included family members of current Faison clients and alumni, current and former Faison staff members, and advocates for the autism community that were unaffiliated with The Faison Center.

We identified that their existing Facebook audience responded well to photo carousels and longer-form captions, so each post required a thorough amount of background knowledge. Their Instagram audience was mainly made up of current and former teaching staff so it was important to include sharable short-form content to increase reach and awareness. Finally, the content needed to demonstrate The Faison Center's credibility and authority for senior staff and board members on LinkedIn.   

In order to properly tell the story of The Faison Center, we first needed to become engrained in its history, mission, and values. Over the course of 3 months, our team at WKH Solutions conducted six interviews with families, alumni, and staff in order to better understand the key pillars of Faison's history. From each interview, I analyzed and determined which answers would work best with our narrative and which ones would resonate most with Faison's audience.   

The campaign kicked off with a teaser video featuring the many iterations of The Faison Center throughout the years. This teaser paid tribute to the humble beginnings of The Faison Center and served as a reminder of how far they've come. Other posts highlighted The Faison Center's expansion to different programs, campuses, and overall growth in its 25-year lifespan, leading to its position today as a leader in autism education.

Utilizing archival footage, I was able to piece together each video to reflect the innovative nature of Faison while projecting the exciting opportunities that lie ahead for the individuals they serve. 

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Each post brought an opportunity to review, reflect, and improve on the next, whether it be the format, tone, or topic.