Kelli Blake

Case Study · March 2021 – November 2022

Turning a Web Series into a National Movement

7 million media impressions in one month, then transforming a web series into a fully registered nonprofit with a mission built to last.

ClientSTEM Queens
Duration20 Months
RolePublicist & Strategic Consultant
7M+
Impressions in month one
4
Weeks to national coverage
6+
National outlets
1
Nonprofit transformation

The Work

The PR campaign proved the audience existed. The nonprofit gave them somewhere to belong.

The Challenge

A show with a mission bigger than itself

STEM Queens was a web series celebrating Black women in STEM, but its founders had a vision that went well beyond content. The challenge was to generate enough media momentum to prove the audience existed, then use that proof to fuel a larger organizational transformation.

The Approach

Grassroots first. Infrastructure second.

A targeted grassroots PR campaign generated 7M+ impressions in the first month and secured placements in six national outlets within four weeks. That media proof became the foundation for the next phase: transforming STEM Queens from a web series into a fully registered nonprofit with a complete rebrand.

Work Delivered

From press campaign to nonprofit transformation

01
Grassroots PR Campaign
Designed and executed a targeted grassroots media campaign that generated 7M+ impressions in the first month and secured placements in Chicago Tribune, Entertainment Weekly, E! Online, Cheddar, Heavy, and NewsOne within four weeks of launch.
02
Nonprofit Transformation Strategy
Developed the strategic roadmap for transforming STEM Queens from a web series into a registered nonprofit, defining mission, organizational structure, and the positioning that would differentiate it in the broader STEM equity space.
03
Brand Identity & Relaunch
Led the complete rebrand of STEM Queens as a nonprofit organization, new identity, new messaging architecture, and a relaunch strategy designed to carry the momentum from the PR campaign into the organization's next chapter.

As Seen In

National coverage in four weeks

Chicago Tribune Entertainment Weekly E! Online Cheddar Heavy NewsOne
"Kelli has been integral to the launch of my YouTube series STEM Queens, providing vendor referrals, guidance on business structure, organization, and execution. Her work was top-notch and she has a great work ethic and spirit."
J'Tia Hart, Nuclear Engineer and STEM Queens Founder

Impact

What was left behind

7M+
Impressions month one
4
Weeks to national coverage
6+
National outlets secured
1
Nonprofit launched
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