Elevating Visibility & Impact for Usher’s New Look
Client: Usher’s New Look Foundation
Role: Chief Marketing Officer
Services: Brand Strategy • Digital Marketing • Media Relations • Multi-Channel Campaigns • Partnership Development
Challenge:
Usher’s New Look, the nonprofit founded by global entertainer Usher Raymond IV, has been empowering under-resourced youth for over two decades. But with shifting media landscapes and increasing competition for attention and funding, the organization needed a modernized marketing strategy to elevate its visibility, expand impact, and strengthen brand equity—both independently and as an extension of Usher’s powerful public persona.
Approach:
As Chief Marketing Officer, Kim Williams led a five-year strategic transformation of the organization’s marketing engine. Acting as the critical link between Usher’s celebrity brand and the nonprofit’s mission, Kim implemented a data-informed, multi-channel approach that brought the organization into new spheres of public visibility and donor engagement.
Key initiatives included:
Developing and executing a unified brand and digital strategy to drive consistent storytelling across platforms
Creating press-worthy campaigns that aligned with major cultural moments and secured national media coverage
Repositioning the organization’s value proposition to better connect with funders, partners, and the communities it serves
Leading strategic partnerships and grant acquisition efforts, tying marketing outputs to revenue opportunities
Results:
45% year-over-year increase in media coverage, with placements in Essence, Entertainment Tonight, Revolt TV, and more
35% boost in social media engagement through content strategy and platform alignment
40% growth in event attendance, fueling a 30% increase in profitability
Secured $450,000+ in partnerships and grants tied to marketing-led activations
Keywords: nonprofit marketing strategy, CMO leadership, digital marketing, brand visibility, youth empowerment, Usher’s New Look, celebrity nonprofit branding, media relations, partnership development, mission-driven marketing