Black History Month
$2.3M earned media value. 218.7M impressions. 628 media placements. Zero paid budget.
$2.3M earned media value. 218.7M impressions. 628 media placements. Zero paid budget.
UMEH Agency designed and executed a Black History Month campaign for Jessup University that generated massive earned media coverage with zero paid advertising budget, establishing the university as a thought leader in faith-based diversity and inclusion. See the campaign in motion — watch the campaign video .
The context behind the campaign.
The campaign began with zero paid advertising budget and a single objective: position Jessup University as a thought leader in faith-based diversity and inclusion. Every one of the 628 placements, 218.7M impressions, and $2.3M in earned media value had to be earned, not bought.
One coordinated growth response.
We connected storytelling-first strategy, media outreach blitz, content ecosystem and measurement into one coordinated response.
Strategy stayed connected to execution.
What we delivered
Three assets from the work.
$2.3M earned media value. 218.7M impressions. 628 media placements. Zero paid budget.
The campaign earned $2.3M in media value with zero paid spend. Coverage reached 218.7M impressions across 628 media placements in local and national outlets. The campaign became the university’s most successful PR initiative to date and established a repeatable framework for future awareness campaigns.
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