The Challenge

The Google For Startups Black Founders Exchange program brings a cohort of Black-led startups to Durham, NC to receive support resources, mentorship, and potential funding. At the time of the program’s launch, there were no other programs like it. An effective communications campaign was needed to reach deserving startups, explain the importance of the program, and galvanize experts and mentors to assemble a support community around the startups. Then, ongoing communication that told stories of impact, growth, and community were needed to help the program gain momentum each year.

Fostering Engagement and Amplifying Impact

As American Underground’s Director of Communications, I collaborated with our Chief Strategist to lead a PR team, designer, social media coordinator, and other team members in developing effective strategies and messaging to promote the program throughout its various stages, from application to impact. Our communications efforts included:

• Press outreach to local and national media covering stories about startups, innovation, DEI, and economic development leading to national coverage
• Coordination with participating teams to help generate press in their respective cities
• Invitations to local and national businesses, startup support organizations, and the local startup community to engage in the week-long program
• Collaboration with partner organizations, such as Google and Black Wall Street Homecoming, to cross-pollinate efforts and maximize joint reach
• Informative website that featured application details, program benefits, and participating team testimonials
• Digital and print collateral to share on social media, digital signs and promotional banners adorning American Underground’s incubation space
• Recap videos on social media that explained the impact of the program in the words of the participants.
• Community-focused photos that captured the camaraderie and engagement of participating founders
  

By effectively communicating the program’s value and impact, we aimed to attract deserving Black-led startups to the program and establish American Underground as a champion of meaningful inclusion efforts in the tech and startup community. Our work helped the program to increase its number of applicants each consecutive year to reach over 200 in 2018.

Additionally, I collaborated with program coordinators on the AU team, as well as external organizations, to craft and promote immersive and engaging experiences that aligned with the programming of Black Wall Street Homecoming and Art of Cool, two concurrent events in Durham, NC.

During the week-long event, I shared key moments, upcoming events, and featured founders across social media and via AU community channels. Sharing communications to the larger startup community helped to contribute to an inclusive and vibrant environment where all stakeholders could benefit from valuable networking opportunities and community engagement.

Designing AR Experience For Founder Introductions

After leaving American Underground, I joined CrossComm—an innovation-leaning app development studio. I recognized the alignment between the Black Founders Exchange and CrossComm’s own mission and values. In 2019, I successfully advocated for CrossComm to become an in-kind sponsor of the program. With a vision to enhance the experience for program participants and engage the larger American Underground and local community, I spearheaded the creation of a unique augmented reality (AR) component.

To bring the startups to life and foster a deeper connection between the community and the founders, I produced personalized video introductions for each startup. Leveraging CrossComm’s Living Pictures platform, I designed an immersive AR experience that seamlessly integrated the video introductions with foam board signage. These foam boards, strategically placed throughout American Underground, acted as interactive touchpoints for users to engage with the materials and learn more about the founders and their ventures.

This innovative approach created a dynamic and memorable way for the community to discover and connect with the startups, promoting meaningful engagement and support.

Additionally, each startup received a framed picture that launched a similar AR experience, providing them with a personalized and memorable keepsake.

Impact

Over the years, the Black Founders Exchange has experienced significant growth, expanding its network of Black founders and mentors. The program has not only facilitated funding and mentorship opportunities during the event but also fostered lasting relationships among participants. The impact of the program extends beyond the event itself, with Google launching subsequent initiatives such as the Black Founders Accelerator, Black Founders Fund, and Latino Founders Fund.

My contributions, including the AR experience and other efforts at American Underground, helped create unique storytelling opportunities, allowing the participating founders to connect with the larger community in meaningful ways. By amplifying their voices and creating immersive experiences, we contributed to a more inclusive and supportive tech and startup ecosystem.