iMentor
Bringing Greater Equity to Students’ Journeys
Partnership with iMentor to activate prospective mentors to ensure every high school student, regardless of background, has the support they need to succeed.
A Force for Good — Improving Educational Equity
iMentor’s work is making a measurable difference in the lives of young people and the mentors who champion them. Since 1999, iMentor has been a beacon of support for high school students, guiding over 42,000 students through personalized mentorship programs. With school-based programs serving students directly in New York City, Chicago, and Baltimore, and partner programs nationwide, iMentor pairs students with dedicated mentors to help them graduate high school and succeed in college.
The Challenge
There is an unmet need for mentors, particularly male mentors of color.
Methodology
To understand our audience, we immersed ourselves in their experiences through:
Ethnographic Exploration
Painting Portraits of Prospective Mentors
We delved into the lives of current and prospective mentors, uncovering what inspires, motivates, and challenges them.
+
Longitudinal Study
Over the Shoulder on the Recruitment Journey
We conducted a series of in-depth interviews and observed recruitment activities over seven weeks to capture the decision-making processes, drivers, barriers, and experiences of becoming a volunteer.
Insights + Strategy
Mentorship is a Catalyst for Systemic Change
ACTIVATING INSIGHT
Position iMentor as a direct and effective way to address and combat systemic educational and societal inequities by tapping into prospective mentors' core ideologies.
OUR RESEARCH REVEALED KEY STRATEGIC GUIDANCE
Identified and Prioritized Four Mentor Archetypes
Archetypes play a role in helping us understand and empathize with our audience. They provide a shared language of deep-seated experiences and motivations, making it easier to connect with our audience and their experiences. By recognizing and employing these archetypal patterns in storytelling or communication, we can create more resonant and relatable messages that effectively bridge the gap between iMentor and its audience.
Developed Tailored Messaging Strategies
We designed a messaging framework to resonate with each archetype's unique motivations, appealing to emotional and rational drivers. Each messaging pillar breaks through with emotional benefits, evokes consideration with features and reasons to believe, then invites prospective mentors to convert with a strong call to action.
Shari Mason, Managing Director, Marketing and Communications, iMentor