Marketing Funnel for the Launch of Black Girls Sew's New Teaching and Event Space in Bed-Stuy, Brooklyn

This marketing funnel is designed to guide the community, potential students, donors, and local influencers through the launch of Black Girls Sew’s new teaching and event space in Bed-Stuy, Brooklyn. The funnel focuses on building awareness of the space, showcasing the nonprofit's mission, and driving engagement through events, classes, and partnerships.

1. Awareness Stage: “Top of Funnel” (TOFU)

Goal: Build awareness for the new teaching and event space in Bed-Stuy and position Black Girls Sew as a key community space for empowering young women and girls through sewing and design.

Key Strategies:

  • Social Media Campaign: Launch a targeted Instagram and Facebook campaign showcasing the new space, including visuals of the location, the founders (Hekima Hapa and Lesley Ware), and Black Girls Sew’s mission. Use hashtags like #BlackGirlsSew, #SewingEmpowerment, and #BedStuySewing to drive engagement.

  • Influencer & Community Leader Partnerships: Collaborate with local influencers, bloggers, and community leaders to promote the launch. Offer them exclusive access to the new space, and invite them to attend and share the grand opening.

  • Press Releases & Media Coverage: Send press releases to local Brooklyn-based media outlets and national publications that cover education, fashion, and community initiatives. Focus on the mission of Black Girls Sew and the new space’s potential to impact the community.

  • Local Flyering & Community Outreach: Distribute flyers and posters in Bed-Stuy and surrounding neighborhoods (cafes, schools, community centers, local businesses), inviting locals to the grand opening event and highlighting the upcoming classes and workshops.

Content Examples:

  • Instagram posts and stories featuring the progress of the new space, interviews with the founders, and sneak peeks of the first event.

  • A press release titled, “Black Girls Sew Opens New Sewing and Event Space in Bed-Stuy to Empower Young Women Through Sewing and Creativity.”

2. Consideration Stage: “Middle of Funnel” (MOFU)

Goal: Engage the audience by highlighting Black Girls Sew’s classes, events, and mission, and encouraging sign-ups for workshops and the grand opening.

Key Strategies:

  • Email Capture & Lead Magnet: Offer a downloadable resource, like “The Essential Guide to Sewing for Beginners” or “How Sewing Empowers Girls,” in exchange for email sign-ups. Promote the guide on social media and the website.

  • Grand Opening Event Registration: Set up a registration page for the grand opening event, featuring details on activities (sewing demos, meet-and-greet with founders, student showcases). Offer a special discount for those who register early for future classes or workshops.

  • Content Marketing: Publish blog posts or articles on the Black Girls Sew website and Medium about the power of sewing, the impact of sewing on girls and young women, and the importance of creativity in education. Share these pieces on social media and through email newsletters.

  • Community Outreach Programs: Partner with local schools and community organizations to offer sewing workshops or after-school programs, inviting them to attend the launch event and learn more about ongoing opportunities.

Content Examples:

  • Blog posts like “How Black Girls Sew is Changing the Lives of Girls Through Creativity and Community.”

  • Email marketing campaigns inviting people to register for the grand opening event and highlighting upcoming classes and workshops.

3. Conversion Stage: “Bottom of Funnel” (BOFU)

Goal: Convert interested community members into event attendees, workshop participants, and donors who support Black Girls Sew’s mission.

Key Strategies:

  • Exclusive Grand Opening Offers: Offer special discounts or early-bird pricing for classes, workshops, or memberships during the grand opening event. Use urgency tactics like “Sign up now for 10% off your first class” to drive immediate action.

  • Workshop Packages & Memberships: Promote packages that offer a series of classes at a discounted rate or memberships that provide ongoing access to sewing workshops, events, and resources.

  • Donation Campaign: Launch a donation campaign alongside the grand opening, encouraging community members and attendees to support Black Girls Sew. Provide a QR code for easy on-site donations, and highlight how donations directly support sewing education for girls and young women.

Content Examples:

  • Social media ads and email campaigns promoting limited-time offers for class registrations during the grand opening.

  • On-site donation appeal at the event, inviting guests to help fund future workshops and programming for underserved girls in Brooklyn.

4. Loyalty Stage: “Post-Purchase Engagement”

Goal: Retain new participants and donors, turning them into loyal supporters of Black Girls Sew and advocates for its mission.

Key Strategies:

  • Post-Event Follow-Up Emails: Send personalized thank-you emails to all grand opening attendees and donors, highlighting the event’s success and offering exclusive invitations to future classes and events. Include testimonials from participants and stories about the impact of Black Girls Sew.

  • Exclusive Member Content: Offer members or regular workshop attendees access to exclusive content, like advanced sewing tutorials, behind-the-scenes content from Black Girls Sew’s programs, or early access to event tickets.

  • Community Events & Engagement: Keep locals engaged by hosting ongoing community events, like seasonal sewing projects, family-friendly sewing days, or community-based challenges (e.g., sew and donate projects). Promote these events in monthly newsletters and social media.

Content Examples:

  • A follow-up email thanking attendees for supporting the grand opening and offering a 15% discount on their next workshop.

  • Monthly newsletters featuring student success stories, upcoming events, and a call to action to get involved or donate.

5. Advocacy Stage: “Turning Attendees into Advocates”

Goal: Encourage loyal participants, donors, and community members to become advocates for Black Girls Sew by promoting the space and its mission to their networks.

Key Strategies:

  • Referral Program: Offer a referral program that provides participants with discounts on future classes or exclusive merchandise (e.g., “Refer a friend and get 20% off your next workshop!”).

  • User-Generated Content Campaign: Encourage participants and attendees to share their experiences on social media using a branded hashtag (e.g., #BlackGirlsSew), and feature their posts on Black Girls Sew’s accounts. Create a sense of community and pride around being part of the movement.

  • Partner with Local Influencers & Brands: Continue collaborating with local influencers, designers, and businesses to build long-term partnerships that help amplify Black Girls Sew’s message. Highlight stories about local girls and women benefiting from the program and create cross-promotional opportunities.

Content Examples:

  • A referral campaign email: “Bring a friend to Black Girls Sew and receive a special discount on your next class!”

  • Social media reposts of user-generated content featuring students and local influencers sharing their experiences at Black Girls Sew’s new space.

Metrics to Track

  • TOFU Metrics: Social media engagement, ad reach, website traffic, email sign-ups, press mentions, and influencer collaborations.

  • MOFU Metrics: Event registrations, email open and click-through rates, blog post engagement, and community outreach participation.

  • BOFU Metrics: Class registrations, workshop attendance, donations made during the grand opening, and merchandise sales.

  • Loyalty & Advocacy Metrics: Repeat class attendees, referral program participation, user-generated content, and customer satisfaction from surveys.

Conclusion

This marketing funnel will help Black Girls Sew successfully launch its new teaching and event space in Bed-Stuy, driving awareness, engagement, and support from both the local community and broader networks. By leveraging content marketing, community outreach, and donor engagement, Black Girls Sew can create a lasting impact, positioning the space as a hub for creativity, empowerment, and education for girls and young women.