FYP SF Bay is an independent Bay Area publication in its early stages. When I joined as a marketing apprentice, the organization didn't yet have a defined content strategy, a consistent brand voice, or a structured way to communicate with new subscribers. The work was about building that foundation carefully.
What I worked on
I started with the organization's mission, values, and what we knew about the community they were trying to reach. From that, I developed FYP's first content strategy, defining brand voice, content pillars, and a framework for how the brand should show up consistently across platforms. The emphasis was on honesty, warmth, and intentional communication, which matched the organization's own values.
Using that foundation, I wrote a three-email welcome series for new subscribers. Each email had one clear job. The first introduced the mission, the second built trust through transparency, and the third set expectations for what subscribers could look forward to. The writing was kept simple and human.
Alongside the strategy, I produced a brand style guide covering visual direction, tone, and content examples, and built a Canva template library so the team would have ready-to-use assets for posts, carousels, and story graphics. To show the strategy in action, I also created an Instagram carousel and community post as concrete examples the team could reference as a model for future content.
What it left behind
There were no formal analytics to measure against since the organization was too early-stage for that. But the project gave FYP a coherent voice, a clear content framework, and a welcome series that gives every new subscriber a warm, consistent first experience of the brand. It's a foundation they can keep building on.