CASE Study: EdSnaps Worked with Maura Kelly/ PMM to Raise Awareness and Build Partnerships for Underserved Girls in STEM +Arts Education.



EdSnaps, short for Educational Snapshots is a nonprofit designed to inspire underserved girls to become Science, Technology, Engineering and Math (STEM) & Arts learners. The organization runs summer and after school programs for middle and high school girls in the Bronx and northern Manhattan. EdSnaps designs immersive activities, learning expeditations, and exposes students to role models in STEM + Arts fields.

Maura Kelly/ PMM worked with EdSnaps founder, Dr. Susanne Cappendijk, Ph.D., MBA and provided strategic advice on-brand messaging, digital content marketing, and fundraising.  Maura saw this as an opportunity to use content marketing to raise awareness for gender equality in STEM and the Arts (STEAM); and facilitate workshops in the program.


There are many barriers to equal representation of girls and women in the STEM + Arts (STEAM) fields. Catching students’ interest early may be the key to inspiring more girls to pursue STEM-based subjects. Unfortunalty low- income girls get little exposure to STEM programs, and role models.  

Launched in 2017, EdSnaps mission is to raise awareness about the urgency to educate more females in STEM and STEAM fields so they are qualified for the more lucrative jobs of the future. While EdSnaps is free, it can be difficult to involve some low-income students (and their parents) because of stereotypes and expectations. 


Maura started working with EdSnaps in 2018 and continued in 2019, conducting a broad BRAND and positioning review, providing communications and social media support, and developed a sponsor partnership. From 2018 to 2020, she also facilitated effective communications workshops and the art of interviewing webinar so the girls could conduct their hands-on projects. She used the following tactics:

  • Review existing brand positioning and videos to ensure the messaging is on point for sponsors and partners while ensuring EdSnaps comes across as creative and fun to students.
  • Amplify social media channels (LinkedIn and Twitter) to build the brand and promote the mission.
  • Expose the founder to high profile corporate executives and socially conscious companies for partnerships.
  • Create effective communications and storytelling workshops.
  • Connect with similar emerging social media campaigns that are engaging women and girls, like “Girls Up.”

Results: Bolstered exposure and awareness of EdSnaps through digital social media, public events, and partnerships.  EdSnaps brand and profile are stronger and its influence is growing.

  • Review of the EdSnaps website with brand positioning and media recommendations resulted in a more robust website.
  • Increased visibility of EdSnaps and the founder through strategic LinkedIn posts with strong visuals. The average post garnered over 700 views.
  • Arranged speaking opportunities for the founder at Grant Thornton LEAP Speed Mentoring event.
  • Bolstered EdSnaps public profile by facilitating introductions to executives from PepsiCo, Verizon, Viacom, Grant Thornton, and Moet Hennessy USA.

Fundraising and Partnerships:

  • Secured National Australia Bank (NAB) as a sponsor for two years in a row.
  • Responsible for NAB doubling their contribution in year two (2019).
  • Successfully engaged NAB Corporate Social Responsibility team and arranged for employees to participate in two EdSnaps activities:
  • Two female executives visited the school program and presented their STEM career journeys.
  • Two female analysts participated in the speed-mentoring event and talked with the girls one on one about a range of topics.

Compelling content will instill interest and involvement:

  • We contributed to the EdSnaps program curriculum and created “Be the Hero of Your Own Story” workshop incorporating the “Art of Effective Communications” and Storytelling.
    • The girls rated this workshop with high marks and requested links and outline.
    • The girls created a dynamic 30-second elevator pitch to use in their Speed Mentoring event with STEM experts.
    • The mentors commented on how well prepared and articulate the students were.

Speakers and sponsors become brand ambassadors when they share their presentations and comments via social media.

Through Linkedin and Twitter Analytics we monitored how many “impressions” and likes were achieved per post after events. On average LEAP posts with speaker and partner handles attracted over 1000 impressions and were RT’ed multiple times significantly expanding our audience outreach.

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Conclusion. EdSnaps is all about inspiring and increasing girls access and involvement to STEM (+Arts) learning.

EdSnaps and its supporters acknowledge the pervasive gender gap in STEM, and have long been dedicated to creating inclusive learning environments that bring out the best in underserved girls.

Maura Kelly is passionate about girl’s and women’s empowerment and has been involved in gender parity programs for the past decade. She is the director of LEAP – (Leadership & Executive Acceleration Program) for high potential young women. For ten years, she was an advocate for gender equality in media and entertainment working with NY Women in Film & Television. For three of those years, she served proudly on the Board of Directors. Maura is a digital content marketing strategist and an Emmy award producer. Twitter & Instagram @MauraKellyMedia