Brand Development Case Study:
School-to-Career Progressions
helps at-risk kids stay in school, graduate,
and go on to college or a career.
They were ready for a new brand that would
allow them to share their successful,
grassroots program with the world.

School-to Career Progressions was founded in 2000, operating success centers on school campuses in West Michigan and Kent County’s urban communities that targeted low-income families. The organization had a vision of sharing their successful “Character Building” program with parents, teachers, and other adults who work with kids as well as school districts, counseling agencies, and youth- and family-serving organizations.

The coaching program was developed from the experience of individuals who had overcome adversity, and aligned with evidence-based leading practices and the science of healthy youth development. We started by identifying the “UNIQUES” that differentiated this program from others.

1) “Been in Your Shoes” Culture

The program was developed by individuals who themselves had overcome adversity as kids and achieved success, giving it credibility, relatability, and a judgment-free approach. 

2) Business/Economic Approach

The program was born in the business world with a goal of college and/or meaningful employment.

3) Reaching Youth through an Unconventional Delivery Model 

Beyond just a school program, and available online, it includes the participation of non-parent youth leaders and parents alongside the child.

The organization needed a new name
that expressed its "character building"
approach and vision. The Latin word for
"character" seemed to be the perfect fit.
Next, the curriculum needed to be
redesigned and delivered (both in print
and online) in a way that would be
contemporary and engaging.
Ingenium's outcomes are compelling.
They needed a website and marketing
materials equally captivating.
Finally, a marketing strategy to introduce
this unique curriculum to parents,
teachers, youth leaders, and counselors.
Ingenium's cultural empathy, road-tested
curriculum, and unconventional delivery
model has shaped it into a "boots on the
ground" organization that thinks beyond
the conventional academic norms.