Communications Strategy: Bringing Clarity to a 90-Year Mission
A practical communications strategy that helped International Student Conferences strengthen its messaging, prioritize audiences, and build a more consistent approach to engagement.
The Challenge
For more than 90 years, International Student Conferences (ISC) has promoted peace through student-led exchanges between the United States and East Asia. As the organization grew to encompass three distinct conference programs, its communications became increasingly fragmented. ISC needed a shared direction that honored its history while helping a small team communicate the value of its programs to a new generation.
What We Built
We worked with ISC to develop a comprehensive communications strategy grounded in its mission, organizational capacity, and audience needs. The work included:
• Communications strategy: Defined goals, audience priorities, channels, and engagement tactics.
• Audience research: Profiles identifying key audiences' motivations, barriers, and communication preferences.
• Messaging framework: Four pillars — empowerment, legacy, skills, and network — with audience-specific messages.
• Editorial guidelines: Guidance on brand voice, tone, and accessible language.
• Staff training: Resources to help staff and student leaders apply the strategy consistently.
Client
International Student Conferences, Inc.
Sector
- International Education
- Cultural Exchange
- Youth Leadership
Services
- Communications strategy
- Brand messaging
- Audience research
- Staff Training
Timeline
3 months
Craft Decisions That Mattered
One mission, distinct audiences: Instead of creating separate messages for every program, we developed a shared messaging framework that could adapt to different audiences while reinforcing ISC's organizational identity.
Right-sized: We focused on practical recommendations that ISC’s small team and student leaders could realistically implement.
Built for continuity: We created guidance and training resources to help future staff and student leaders sustain the strategy.
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