LinkedIn Brand Revitalization
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Goal Beyond is a San Diego–based nonprofit accelerating economic mobility by guiding learners through education, career readiness, and into the workforce.
Project Overview:
Learners will redesign and elevate Goal Beyond’s LinkedIn presence to better reflect its mission and drive engagement with partners, learners, and funders. The cohort will audit existing content, develop a refreshed voice and visual strategy, and deliver a brand-aligned playbook including content calendars and post templates tailored for LinkedIn audiences.
Project Scope & Expectations:
Learners will engage in:
• Auditing current LinkedIn performance and identifying areas for growth
• Researching competitor and peer organization content on LinkedIn
• Developing a refined brand voice and guidelines for LinkedIn posts
• Drafting content calendars targeting high school, college, and partner audiences
• Creating sample LinkedIn post templates with visuals and copy
• Assembling a LinkedIn strategy playbook for ongoing use
Project Timeline & Deliverables:
Week 1: Onboarding and Discovery (~2 hours/learner)
• Meet leadership and marketing team to clarify LinkedIn goals
• Review current LinkedIn analytics, past posts, and branding materials
• Define individual responsibilities across the cohort
Week 2: Audit and Benchmarking (~4 hours/learner)
• Audit existing LinkedIn content and identify engagement trends
• Benchmark against peer education nonprofits
• Deliverable: Audit report with insights and improvement areas
Week 3: Voice and Visual Framework (~6 hours/learner)
• Create draft guidelines for tone, formatting, and imagery
• Propose visual templates and post structure
• Deliverable: LinkedIn voice-and-visual guide draft
Week 4: Content Strategy and Calendars (~6 hours/learner)
• Develop a 4–6 week content calendar targeting key audiences
• Include post formats like aligned success stories, program updates, and calls to action
• Deliverable: Content calendar + sample post drafts
Week 5: Playbook Assembly (~6 hours/learner)
• Integrate asset templates, calendar, voice, and visuals into a cohesive guide
• Prepare files for easy internal replication
• Deliverable: LinkedIn Strategy Playbook draft
Week 6: Final Revisions and Handoff (~6 hours/learner)
• Apply feedback and finalize playbook
• Deliver final asset package and support internal strategy handoff
• Deliverable: Finalized LinkedIn Playbook and templates
Final Deliverables:
• LinkedIn audit report
• Brand voice and visual guidelines
• 4–6 week content calendar and sample posts
• Branded post templates with visuals
• Complete LinkedIn strategy playbook
About the company
Goal Beyond is a non-profit organization, based in San Diego, CA, with a mission to create the ecosystem enabling all learners to access a quality education and employers to source talent in a rapidly evolving labor market. Our strategy focuses on four core themes to empower learners along the entire continuum of their academic and professional paths. The Beyond 9-12 program is geared towards high school students who are charting out their collegiate or vocational pathway and who require tools and resources to demystify and support the process (e.g., FAFSA completion, scholarships, financial planning, etc.). The Beyond Higher Ed. program is centered on the transition from academics to the professional world with CTE certification, workforce upskilling training, and scholarships. The Beyond Restart program is designed for adult learners who need a fresh start – whether that is returning to school (e.g., stranded credits, financing support, etc.), changing career paths, or repairing their credit to build a path towards financial solvency and growth through our economic mobility initiatives. The Beyond Talk program is about activating the broader higher education ecosystem through our own research and collaborative efforts with our affiliated partners, engaging in relevant forums and conferences to increase visibility of our work and relevant partnerships, as well as advocating for applicable policy reforms aimed at increasing access and equity for all learners.
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