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Recruiting Publication

Diversity Pipeline Alliance
Cover and inside spread
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The Diversity Pipeline Alliance is an independent group of corporations, not-for-profits and schools committed to helping under-represented minorities prepare for an education in business.

Because academic choices and performance in junior high and high school have a great deal of impact on college attendance, Zehno recommended that the Alliance focus its initial communications efforts on 7–12 graders — a tough crowd to impress.

The resulting piece uses profiles of kids with poses, personalities and styles with which readers can identify, and explains how each teen is a natural for business. Copy is short and hip — but without the dorky feeling that comes from trying too hard. By showing them how business can be cool, we don’t have to preach it to them.

Kids are encouraged to take the next step with the collection of member organization resources and tips that appear after the profiles.

“The guide Zehno created was a powerful transformation of the raw material we provided, and achieved the goal of capturing the teens’ imagination,” said Karen Johns, Executive Director of the Alliance. “It jumps out and appeals to the audience, opening up the possibilities of business.”

Diversity Pipeline Alliance also partnered with Zehno to create the organization’s logo, visual identity and informational collaterals, including a report on the state of minority representation within the business world.