During my apprenticeship with FYP SF Bay, an independent publication, I supported the early development of the organisation’s content and communication systems. My work focused on writing a three-email welcome series and building the first version of a content strategy that could guide the organisation as it grows.
The main goal of the project was to give the team a clear, grounded way to speak about their mission and values, especially for new subscribers who were interacting with the organisation for the first time. Because the organisation is in its early stages, the work centred on tone, clarity, trust-building, and strategic structure rather than analytics or performance metrics.
To begin, I reviewed the organisation’s mission, values, and early audience insights. This helped shape a message hierarchy that kept everything aligned with the community’s emphasis on honesty, compassion, and intentional communication.
Using this foundation, I wrote a three-email welcome series designed to give subscribers a warm, human introduction to the brand. The emails each focused on one purpose: introducing the mission, building trust through transparency, and explaining what subscribers can expect moving forward. The writing style was kept simple, welcoming, and grounded.
Alongside the emails, I created the first version of the organisation’s content strategy. This early framework outlined how the brand’s voice should show up across platforms, the themes most important to communicate, and the kinds of content that would be meaningful to the community.
To demonstrate how the strategy could be applied in practice, I created an Instagram carousel and community post that summarised the strategy visually. These pieces gave the team a clear example of what future content could look like and how it could stay aligned with the organisation’s identity.
Although formal analytics were not available, the project provided the organisation with a cohesive foundation for long-term communication. The welcome series now offers subscribers a consistent first touchpoint, and the strategy gives the team language and direction they can continue developing.