PR Campaign · Earned Media
Black History Month.
218.7M Impressions. Zero Paid Budget.
$2.3M
Earned media value
218.7M
Impressions
628
Media placements
$0
Paid budget
The challenge + opportunity
Share Stories That Reach More People.
UMEH Agency designed and executed a Black History Month campaign for Jessup University built around authentic stories and earned-media distribution rather than paid advertising.
How we did it
What We Did.
- Centered the campaign on authentic student and faculty stories rather than institutional messaging.
- Pitched 200+ local and national outlets with tailored editorial angles.
- Created shareable video, graphic, and written content for organic amplification.
- Worked with local organizations on events and cross-promotion.
- Connected campaign moments to timely cultural conversations.
The result
The Results.
The campaign earned $2.3M in media value with zero paid spend and reached 218.7M impressions across 628 media placements. It became the university’s most successful PR initiative to date and created a repeatable awareness framework.
Reported outcomes from this engagement. Where other factors contributed, the case study describes marketing’s contribution.
Your next move
Find Where to Focus First.
Answer 14 questions to get your Brand Impact Score, five area scores and a recommended starting priority.