Client: Dr. DeForest B. Soaries, Jr.
Agency: DPBell & Associates
Lead Strategist: Desiree Peterkin Bell, President & CEO
Overview
For over a decade, Dr. DeForest B. Soaries, Jr.—faith leader, social innovator, and founder of the dfree® Financial Freedom Movement—has entrusted Desiree Peterkin Bell and DPBell & Associates as his Chief Strategist and Communications Advisor. Desiree’s strategic acumen has driven growth across his brand, business ventures, and mission-driven initiatives.
“Working with Desiree Peterkin Bell and her team at DPBell & Associates has been transformative for me personally and professionally. As my Chief Strategist and Communications Advisor across all my businesses — including the dfree® Movement — Desiree has brought unparalleled vision, precijusion, and creativity to every endeavor. Her leadership has not only elevated my personal brand but has also strengthened and expanded the reach and impact of all of our initiatives. I trust her implicitly and am grateful for her partnership, expertise, and unwavering commitment to excellence.”
— Dr. DeForest B. Soaries, Jr.
Scope of Work & Strategic Impact
1. National & Global Events: FinFe$T
Led all marketing and communications for FinFe$T festivals in Long Branch and Newark (NJIT), securing widespread media coverage and narrative control.
2. Media & Thought Leadership
Positioned Dr. Soaries as a leading voice in faith-based economic empowerment through national and international media engagements.
3. Creative Programming: “Say Yea When Life Says No”
Conceived and orchestrated the launch of this multimedia experience, reinforcing the themes of faith and resilience integral to his personal and professional brand.
4. Publishing Strategy: Second Edition Book Launch
Built and executed a full-service marketing and communications campaign—including book tours, digital promotion, and influencer integrations—for the updated Say Yes to No Debt.
5. Global Expansion: Africa
Spearheaded the expansion of Dr. Soaries’ digital footprint and messaging across the continent, forging media partnerships tailored to audiences throughout Africa.
Strategic Partnership: Dfree Global Foundation & Newark’s First Lady
Background: The Newark Women Moving Forward campaign, a collaborative initiative between dfree® and Newark’s First Lady Linda J. Baraka, launched in early 2024 to empower up to 1,000 women in financial literacy, savings, debt reduction, and access to financial services.
Redefined Scope & Leadership
Desiree led DPBell & Associates in redefining the campaign’s strategic scope to include:
● Integrated Marketing Plan: Cohesive audience segmentation, value messaging, and promotional tactics aligned with cultural sensitivities in Newark.
● Communications Plan: Public relations roadmap tied to the launch press conference, media outreach campaigns (including Patch and We Are Jersey coverage) .
● Storytelling & Narrative Development: Emphasized community and faith-anchored messaging through visual assets and compelling content that spotlighted Dr. Soaries and First Lady Baraka as leaders in financial empowerment.
● Stakeholder & Facilitator Coordination: Onboarded churches, women’s groups, and community partners to recruit, activate, and support cohorts in the 12-week dfree® Online Academy program.
Strategic Execution
● Curated an impactful press strategy that secured coverage in major outlets, including The Newark Times and local NJ media during the March 2024 launch.
● Developed marketing assets (digital, print, and social), messaging toolkits, and facilitator guides to ensure unified communication across all community touchpoints.
● Provided real-time campaign oversight, with DPBell & Associates managing local partnerships and monitoring cohort engagement and media metrics.
Results
● Successfully engaged hundreds of Newark women in the inaugural cohort of the 12-week financial education program, resulting in hundreds graduating.
● Generated widespread media attention, reinforcing the efforts of Dr. Soaries and First Lady Baraka as champions for financial literacy.
● Elevated the campaign’s credibility and resonance through polished communications and branding.
● Established a replicable campaign model for future dfree® community partnerships.
Media Clips:
Conclusion
Desiree Peterkin Bell’s strategic finesse, cultural insight, and communications mastery have been the driving force behind Dr. Soaries’ expanding influence—from North America to Africa—and key partnerships like Newark’s “Newark Women Moving Forward.” Under her leadership, DPBell & Associates continues to deliver purpose-led strategies that amplify voices, mobilize communities, and create real-world impact.
