Oakland Promise

Niekiha Jones
Jan 1
2 min read

Building a communications department from the ground up—without slowing the work.

The Challenge

When Unapologetic Creative Co. partnered with Oakland Promise, the organization was doing powerful cradle-to-career work across Oakland, but lacked the communications infrastructure to support its growth and visibility.

At the time:

There was no established communications department
Multiple branding systems were in use across teams and programs
No formal communications plan, policies, or editorial processes existed
No crisis communications framework was in place
Social media was fragmented across sub-pages, diluting visibility and engagement
Leadership needed support translating impact into clear, consistent public storytelling

Oakland Promise needed more than content, they needed systems, strategy, and leadership.

Our Approach

UCC stepped in as a foundational communications partner, working closely with executive leadership and staff to design a centralized, scalable communications function that could grow with the organization.

Phase 1: Infrastructure & Alignment

Built a 50+ page comprehensive communications plan guiding:
- Internal, external, and press communications
- Messaging, tone, and brand voice
- Editorial planning and approvals
- Crisis communications protocols
Trained staff on how to operationalize the plan across teams
Unified and refined branding to eliminate inconsistencies

Phase 2: Platform Consolidation & Visibility

Took over organization-wide social media management
Folded fragmented program and sub-pages into one centralized Oakland Promise account
Implemented a structured editorial planning system
Established consistent posting cadence, messaging, and visual identity

Phase 3: Storytelling, Campaigns & Thought Leadership

Led executive and organizational thought leadership planning
Produced a Community Briefing video to clearly communicate impact to stakeholders
Wrote and designed the 2025 Oakland Promise Annual Report
Drafted and distributed multiple press releases
Led major visibility campaigns in partnership with Oakland Children’s Initiative
Supported the final phases of the new Oakland Promise website, set to launch January 2026

The Results

70%+ increase in visibility within the first 30 days of social media consolidation
One clear, unified digital presence for the organization
Consistent messaging across programs, leadership, and platforms
Staff equipped with tools, training, and processes to sustain communications long-term
Stronger alignment between impact, storytelling, and public understanding
A fully operational communications function built without disrupting day-to-day work

Oakland Promise moved from distributed, informal communications to a cohesive, organization-wide strategy, positioning them for long-term growth, fundraising, and influence.