Magic Bus

Brand Empowerment Workshops, Content Strategy, Storytelling

Helping a non-profit organization share global messaging

The work

Magic Bus is a nonprofit organization working with children in South Asia to break the poverty cycle. Magic Bus USA, the organization’s stateside fund-raising effort, needed a communications strategy to publicize its largest events of the year and to highlight a recent visit to New Jersey by two of its program participants from India.

Content Strategy

The content strategy for Magic Bus USA included press release writing and distribution, and researching a targeted media list for several media markets.


For the storytelling, I interviewed a high-profile board member and Olympic gold medalist to write a blog post for  The post shared the story of program participants Nikhitha and Sangita, who traveled from India to attend a prestigious soccer camp in the United States through Magic Bus. It further shared how they are among an average of 46 percent of adolescent girls in India who are attending secondary school, through the support from Magic Bus.

Brand empowerment

To prepare the team for media interviews, I held a brand empowerment workshop to describe techniques for sharing the brand and its achievements in the most impactful way possible. I created a list of keywords, phrases, and strategies for the the team to stay on point when speaking with journalists.