KEEP MASSACHUSETTS BEAUTIFUL SPRING 2026 CASE STUDY

Keep Massachusetts Beautiful is a nonprofit organization dedicated to improving the environment and community spaces throughout the state of Massachusetts. As a 501(c)(3) nonprofit, the organization collaborates with volunteers, business partners, and government leaders to achieve its mission of making Massachusetts “a cleaner, greener place to live, work, and play.” Its work is driven by the belief that community involvement and shared responsibility are key to addressing issues like litter, waste, and environmental degradation.

CHALLENGE

A key challenge this semester was transforming Keep Massachusetts Beautiful’s (KMB) brand perception from a decentralized network of local chapters (like Keep Newton Beautiful) into a single, unified, and powerful statewide voice. While KMB has a strong mission and dedicated volunteers, their public presence and engagement metrics needed significant growth. Specifically, the organization faced the challenges of low social media engagement, limited media recognition outside of local community boards, and a narrative that focused on reporting cleanup logistics rather than telling compelling, emotionally resonant stories about community impact and environmental stewardship. The core challenge was to break through the noise, motivate residents to move from passive online followers to active, in-person volunteers and advocates, all while securing high-profile media coverage and celebrity endorsements to build long-term momentum.

STRATEGY

Our strategy is focused on strengthening Keep Massachusetts Beautiful’s brand presence, increasing public engagement, and expanding media reach through a coordinated mix of storytelling, digital content, and strategic outreach. We aim to elevate brand recognition across Massachusetts by positioning KMB as a unified, statewide voice while motivating residents to actively participate in cleanups and community initiatives. To achieve this, we will amplify mission-driven storytelling that highlights the real impact of KMB’s work, build relationships with media outlets and influencers to extend reach, and maintain a consistent, engaging presence across social media platforms.

These efforts are supported by measurable objectives, including growing Instagram followers by 20%, increasing engagement by 45%, securing media coverage in key outlets, obtaining influencer endorsements, and producing a viral video with at least 50,000 views.

RESULTS

• Created a media contact list of 20+ local journalists and media outlets in order to secure coverage for KMB events and increase brand awareness, sending over 30 media pitches to journalists and news reporters

  
  

• Created three Instagram infographics, two short-form video content for Reels, four short-form videos for TikTok, one short-form video for Facebook, and one long-form interview video for YouTube

  
  

• Developed a social media calendar to keep track of posted social media content and timing of posted content