Diversity in Technology

Scholarship Program

Overview

I led a multi-channel campaign to elevate Cadence’s annual Diversity in Technology scholarship supporting underrepresented students. Through strategic storytelling, refreshed branding, and targeted outreach across social, internal, and academic channels, the campaign drove a 400% increase in applications and boosted Cadence’s visibility as a DEI leader. The initiative became a benchmark for future programs and included a feature video that garnered media coverage from Yahoo and 3BL Media.

Role: Associate Program Manager II
Focus Areas: Event Marketing · Content Strategy · Fundraising · Media Relations · Cross-Promotion · Community Engagement

Challenge

Cadence sought to significantly increase awareness and application volume for its annual STEM scholarship program, which supports underrepresented students in engineering and technology. Previous campaigns had limited visibility and minimal engagement, resulting in underwhelming application numbers.

Strategy

I led the full lifecycle of the campaign, from strategic planning through execution, working cross-functionally with HR, brand design, and social media teams. Our approach centered on storytelling, authenticity, and accessibility to resonate with a broader, more diverse applicant pool.

Key initiatives included:

Developed a refreshed visual identity and cohesive campaign branding across digital and print touchpoints.
Wrote compelling copy for blog content, press materials, and internal communications to highlight the mission and impact of the program.
Executed a multi-channel social media campaign across LinkedIn, Instagram, and internal Cadence platforms, focusing on outreach to students and academic institutions.
Introduced an employee nomination feature to encourage internal referrals and expand the candidate pipeline through peer advocacy.
Post-campaign, conducted video interviews with scholarship recipients and produced a feature video, which was distributed internally and externally, and ultimately picked up by Yahoo and 3BL Media.

Results

The campaign delivered exceptional outcomes across key performance areas, far surpassing expectations. By combining strategic storytelling with multi-channel outreach and employee involvement, the initiative not only met its goals—it set a new standard for impact and scalability.

Achieved a 400% year-over-year increase in scholarship applications.
Generated strong employee engagement, with dozens of referrals and widespread internal sharing.
Enhanced Cadence’s brand as a champion of diversity, equity, and inclusion in STEM.
The campaign became a benchmark model for similar initiatives in other global regions.

“This scholarship provides me with the validation knowing that my work is valued and that I can aspire to motivate the next generation of Black engineers.”

- Liban Hussein, Scholarship Winner

Meet the Scholarship Winners

To elevate the reach and emotional impact of the campaign, I directed and produced a feature video highlighting the 2021 scholarship recipients. Through candid interviews and vibrant storytelling, the video brought the mission of the scholarship to life—celebrating the voices of underrepresented students in STEM. It was distributed across internal and external channels, picked up by Yahoo and 3BL Media, and played a key role in driving a 400% increase in applications while positioning Cadence as a champion of DEI in tech.