Southeast Los Angeles Tutoring Campaign
SERVICES OFFERED: COMMUNICATIONS STRATEGY, CAMPAIGN STRATEGY & EXECUTION, CONTENT CREATION, MEDIA RELATIONS, CREATIVE DIRECTION
In response to significant learning loss among Black and Latino students following the COVID-19 pandemic, parent leaders in Southeast Los Angeles organized to advocate for greater access to high-quality tutoring programs. Working alongside parent leaders, community organizers, and policy teams, I led communications strategy for a campaign designed to elevate community voices, increase public awareness, and advance solutions that would improve educational outcomes for students. The campaign secured over $200,000 from local city leaders to expand tutoring access and ultimately contributed to LAUSD implementing free, high-dosage tutoring across all 1,000+ district schools.
Results:
- Secured $200,000+ in local funding for tutoring programs
- Earned coverage in La Opinión, Telemundo, EdSource, and Daily News
- Contributed to district-wide implementation of free, high-dosage tutoring across LAUSD
- Established a campaign model later replicated in Bay Area communities
Innovate Public Schools
2022-2023
~ 1 year
01 The Challenge
Families in Southeast Los Angeles were concerned about the impact of pandemic-related learning loss and the lack of access to high-quality tutoring programs. Parent leaders identified tutoring as a critical need, but existing resources were limited both locally and throughout LAUSD.
Before developing communications tactics, I met with Spanish-speaking parent leaders to understand their experiences, identify community priorities, and define what success would look like from their perspective.
02 The Strategy
My Role
- Conducted community listening sessions with parent leaders
- Facilitated campaign strategy discussions with organizing, research, and policy teams
- Defined campaign goals, audiences, and measures of success
- Developed a communications plan aligned with organizing objectives
- Crafted campaign messaging that centered parent leadership while recognizing responsive action from city leaders
- Built a narrative framework that connected community needs to actionable solutions
Tools
• Google Workspace
• Canva
• Zoom
• Google Slides
SELA Campaign Video
Credits:
All footage shot by Brian Hartley
Editing: Jazmine Rodriguez
03 Execution & Creative Leadership
Messaging & Narrative Development
I developed a campaign narrative that elevated parent leadership while connecting community experiences to broader conversations about educational equity and student success.
- Conducted listening sessions with Spanish-speaking parent leaders to understand community priorities and identify stories that shaped campaign messaging.
- Developed a messaging framework that positioned parents as leaders while recognizing city officials who responded to community advocacy.
- Crafted bilingual storytelling that translated education policy into accessible narratives for families, community members, and decision-makers.
- Maintained consistency across campaign messaging to ensure organizing, policy, and communications efforts reinforced one another.
- Helped establish a narrative that connected local victories to the broader movement for equitable access to tutoring.
Media & Public Engagement
I developed communications that prepared community leaders to confidently engage with the media while increasing the campaign's visibility across local and regional outlets.
- Led earned media strategy in collaboration with an external public relations consultant to increase awareness and visibility for the campaign.
- Developed talking points, scripts, press materials, and event messaging for parent leaders, organizational representatives, and elected officials.
- Provided bilingual media training and spokesperson preparation to help parent leaders confidently communicate campaign goals and share their experiences publicly.
- Coordinated communications for press conferences, community actions, and public events, ensuring consistent messaging across stakeholders.
- Secured coverage in La Opinión, Telemundo, EdSource, Daily News, and other regional outlets.
Content & Creative Production
I led the creation of bilingual campaign materials that informed families, amplified community voices, and supported organizing efforts throughout the campaign.
- Directed development of bilingual campaign assets designed to educate families, support organizing efforts, and increase public awareness.
- Oversaw creation of social media graphics, blogs, email campaigns, flyers, paid advertisements, and community engagement materials.
- Guided creative direction for a research and policy brief, helping transform technical findings into accessible and visually engaging content.
- Designed presentation decks and data visualizations used during community meetings, stakeholder presentations, and advocacy events.
- Produced and edited six bilingual videos highlighting parent leadership, community advocacy, and campaign milestones.
Campaign Strategy & Community Engagement
I designed an integrated communications strategy that supported organizing efforts, increased public awareness, and built momentum for policy change.
- Facilitated cross-functional planning sessions to define campaign goals, audiences, success metrics, and departmental responsibilities.
- Developed a communications plan that aligned organizing, policy, media, and community engagement efforts around shared campaign objectives.
- Planned and executed multi-channel outreach across social media, blogs, email, text messaging, earned media, and community events.
- Built campaign timelines and production schedules that coordinated communications activities with organizing milestones.
- Adapted messaging and outreach strategies to effectively engage parents, elected officials, educators, and community partners.
04 Results & Impact
-
Outcomes
The campaign successfully elevated parent leadership, increased public awareness around tutoring access gaps, and helped build momentum for broader investments in student recovery.
Highlights
- Secured more than $200,000 from Huntington Park and South Gate leaders to expand tutoring access.
- Strengthened relationships between parent leaders, local government officials, and education stakeholders.
- Generated earned media coverage across English- and Spanish-language outlets.
- Contributed to a parent-led advocacy effort that influenced LAUSD to implement free, high-dosage tutoring across all district schools.
- Established a campaign model later adapted by communities in the Bay Area.