Dr. Khalid Mumin
Turning a book into a content engine
Background
Dr. Khalid Mumin grew up in an underserved Philadelphia neighborhood and became an award winning superintendent and later Pennsylvania Secretary of Education. His work centers on education and mentorship that expand what students believe is possible.
Challenge
After releasing his first book, Problem Child, Dr. Mumin needed more than a short launch push. He needed a clear story online that would promote the book, grow a digital audience, and position him as a speaker bridging poverty to potential.
01
Clarified his core story as poverty to potential.
Process
We treated the book as season one of a series, not a one off project. First we scripted and produced a flagship trailer that framed his journey from poverty to potential. Then we built a repeatable short form content plan and pipeline across his site and social channels.
02
Mapped brand pillars across book, students, and speaking.
03
Scripted and produced a flagship book trailer.
04
Planned and filmed nearly 50 short form social clips.
05
Built a simple posting system to keep content rolling.