PROJECT 01

The SURGE Institute

Non -Profit

CLIENT

The Surge Institute

YEAR

2023 to 2025

DURATION

2 Years

BRIEF

The Surge Institute develops leaders of color who create transformative change in education. With programs running in Chicago, Detroit and Philadelphia and alumni across the country, Surge needed more than a marketing plan. It needed someone in the room: a partner who could show up on site, carry the brand in person, and keep a multi-city, multi-program operation moving in one direction.

APPROACH

Great marketing from a distance still feels distant. So we closed the gap. KeiStone partnered with a Charlotte marketing firm and took the role closest to the client: Project Director and on-site lead. Our partner built in the background. We stood in front, traveled to every city, and made sure Surge always knew what was happening and why.

SOLUTION

KeiStone served as project director for Surge Academy in Detroit and Philadelphia, the Surge Chicago flagship program, and alumni engagement nationwide. Keinan was the on-site point of contact for the marketing work and the liaison between the Surge Executives and our agency partner, translating needs into action and keeping leadership current on every deliverable. Along the way, we helped redesign the application form process, built marketing strategies for all six programming arms, helped carry the new Surge brand across every material, and developed a podcast roadmap tied to Surge's goal of serving 5,000 leaders by 2030.

OUTCOME

Applications rose significantly after the new application process launched. Each program now speaks to its own audience, alumni stay connected from coast to coast, and the rebrand reads as one Surge. Just as important, Surge had a partner who was there in person, every time it counted.

6 Program Arms

Each with its own audience, message and strategy.

2 Years as Project Director

The client's first call and the face of the work.

HOW WE DID IT

01. Presence Matters
True partnerships thrive face-to-face, not through screens. By traveling directly to Chicago, Detroit, and Philly, Keinan provided essential on-site support for Surge Academy and the flagship initiative. From managing event logistics and coordinating media to driving local promotion, we offered hands-on solutions that ensured every program launched with complete confidence.

02. Unified Synergy
Integrating multiple teams requires clarity. Acting as the primary link between Surge and our partner agency, KeiStone streamlined communication to keep leadership informed and aligned. By translating executive vision into actionable tasks, we provided a single, expert point of contact that oversaw the entire scope.

03. Fix the Front Door

We helped rebuild the application form process so a prospective leader could raise their hand in minutes. Fewer steps, clearer questions. Applications jumped 43%. Then we gave each of Surge's six programming arms its own marketing strategy, so every program could reach its people.

04. Keep the Network Close

Surge's network is its proof. We aided alumni engagement across the country, kept graduates and current cohorts informed, made sure the refreshed brand showed up on every material, and built a podcast strategy to grow the network. Whatever Surge needed, we said yes and showed up.