Client Overview
Orijin (formerly American Prison Data Systems) is a public-benefit corporation providing tablet-based education, career, and reentry support to incarcerated learners across the United States. Their mission is to create pathways to personal agency and economic mobility through transformative digital learning.
The Challenge
Despite its decade-long impact, APDS faced brand misconceptions and lacked mainstream visibility. It needed to reposition itself with a name and narrative that reflected its evolution beyond data systems – one centered on equity, human potential, and reentry success. Yulu was engaged to support the rebrand rollout, elevate national visibility, and drive credibility with media, employers, and government partners.
Strategy
Our partnership from February to October 2023 focused on:
- Rebrand Support: Built communications assets and media strategy to support the launch of Orijin
- Strategic Communications Plan: Mapped 2023-2024 comms strategy with earned, owned, and shared tactics aligned to key audiences (justice-impacted individuals, DOCs, employers, public).
- Campaigns:
- 2nd Chances @ Work: National pledge and ambassador campaign mobilizing employers and workforce boards. Centered justice-impacted voices.
- Massachusetts DOC Partnership: Regional announcement strategy highlighting policy shift, credibility, and innovation.
- Thought Leadership: Positioned co-founder Arti Finn and other key voices through op-eds, podcast interviews, and conference speaking.
Results & Impact
The result: measurable awareness, momentum, and engagement across sectors. Through tailored messaging, strategic content, and high-impact media placements, Yulu significantly increased Orijin’s visibility and thought leadership profile among key audiences – including government partners, corrections departments, employers, and the broader reentry and education equity ecosystem.
- 592 media mentions across digital and traditional outlets – a 203% increase over 2022
- 263M potential news reach – a 151% increase over 2022
- 5 interviews secured for Arti Finn; 2 for Chris Wilson; 1 published op-ed
- YouTube: 4 new subscribers, 303 views (+62%), revamped playlists and messaging
- LinkedIn Organic: 24,691 impressions, 1,517 engagements; 9.2% engagement rate (7% above platform avg)
- LinkedIn Paid Ads: 122,093 impressions, 345 clicks, $2.03 CPC – outperforming avg cost by $6–$9
- Content Design: 12 Reasons visuals, campaign creatives, Arti’s LinkedIn banner
- Award Submissions: 4 major awards and 1 Forbes Council application developed
At‑a‑Glance
- Client: APDS rebranded to Orijin
- Challenge: Reposition from data provider to equity-driven EdTech leader
- Strategy: PR campaigns and thought leadership post-rebrand
- Impact: 592 media hits, 263M reach, 5K pledges, 12 ambassadors
- Proof: Stakeholder validation, government engagement, brand adoption
Services Provided
- Media Relations + PR
- Campaign Development
- Communications Planning
- Thought Leadership
- Stakeholder Engagement
Partners & Rightsholders
- Massachusetts Department of Corrections
- Ambassadors with lived incarceration experience
- Workforce Development Boards
- Reentry & education justice partners
Frequently Asked Questions
Why did APDS rebrand to Orijin?
After a decade of impact, APDS (American Prison Data Systems) had evolved far beyond its original focus on data. The rebrand to Orijin reflects a human-centered mission: one rooted in equity, learning, and reentry success. The new name symbolizes fresh starts and origin stories, representing the belief that education can be the foundation for a new beginning.
What role did Yulu play in Orijin’s rebrand and campaigns?
Yulu was engaged to strategically launch the rebrand and elevate national visibility. Our partnership included:
- Developing the brand communications and media launch strategy
- Crafting a comprehensive PR and thought leadership plan
- Producing and executing national campaigns such as 2nd Chances @ Work and the Massachusetts Department of Corrections partnership announcement
Designing creative content, digital toolkits, and award submissions to amplify credibility
Who were Orijin’s key partners and audiences?
Yulu’s campaigns engaged a diverse ecosystem, including:
- Justice-impacted ambassadors sharing lived experiences
- State Departments of Corrections (notably Massachusetts)
- Employers and workforce development boards
- Policy and education partners advocating for equity in reentry and learning
What measurable impact did the rebrand and campaigns achieve?
The partnership generated measurable shifts in visibility and credibility:
- Brand recognition increased across education, justice, and employer sectors
- Thought leadership established Orijin as an authority in EdTech for incarcerated learners
- Digital engagement rose across all channels, with double- and triple-digit growth in impressions and engagement
- Strategic partnerships with corrections and workforce agencies positioned Orijin for long-term policy influence
How does this work advance social impact and equity?
At its core, Orijin’s transformation story is about restoring dignity through access to education and opportunity. By centering voices of those directly impacted and engaging public systems, Yulu helped move the conversation from incarceration to innovation, supporting scalable change in how society approaches reentry and employment equity.
Let’s Work Together
Looking to rebrand with purpose or spark a national conversation around impact? Let’s talk. Email us at hello@yulupr.com or call +1 604-558-1656.
