From his passionate role as an educator, Dr. Klyne Smith has spent 25 years helping students through the process of college and job applications. Though quite fulfilling already to see young ones seeing potential in themselves through education, it was time to do more.
When we sat with Founder, Dr. Klyne Smith, to understand his story and passion behind the existence of the brand, we found out about the difficulties young people have in pursuing education.
Processes were complex, resources were limited, and pressure was intense on the students themselves.
Many had dreams of obtaining specialised skillsets to become their most extraordinary selves. Yet many of those dreams crumbled down due to the lack understanding in how the education application works and the potential of what they can do if they pursued their passion.
It was time to inspire and create change.
When it comes to education, loving and concern parents are among the most important role models in a student's life. I understood (coming from an Asian parenting background myself) that these students, though passionate about their interest will still look upon their parents for approval and guidance. So the brand we built needed to speak to both students and parents.
Education can be tricky. Lots of time and money will be invested and students feel the pressure of making the right choice. Dr Smith's method is a compassionate one. Meeting them where they are financially and guiding them to see possibilities of success in pursuing their passion.
We knew that at crucial times like this, students will look up to seniors and those who have gone through similar processes in life so that can weigh the pros and cons of their decision.
Stories of other's success and transformation in their journey through education. Not just any kind of education, but rather the pursuit of deep passion and interest for a more fulfilling life. As we built the brand messaging for YourNextSteps-US, we collected stories from Dr Smith's previous mentees to showcase the possibilities that were achieved. Not just the end results, but also the emotional impact that was made during the journey. Joy, confidence, and relief.
Those success stories are now shared wildly across all marketing materials especially on the official website.
As of 2023, YourNextSteps-US student impact has reach a growth of 1800%. I was blown away by the numbers. But what touched me most was Dr. Smith's statement:
"Why do you think I stopped promoting and marketing YourNextSteps-US? I've got so many students signing up! They keep coming and telling their friends. I don't even share the website URL anymore. The students do it for me. They have been using the message you've written for us to help their friends get into colleges. And they are all so excited!"
"Monica and her team performs outstanding work. They really help you realize your Brand and Brand potential. She strategically moves you through the Branding process to help you connect your true goals to the brand, messaging, and creative look and feel."
