OVERVIEW.
Project Description:
We led the Sacramento Black History Month campaign in partnership with Jessup University with a vision to create a cohesive, meaningful experience that connected MLK Day programming, authentic student storytelling, and the launch of new scholarship opportunities. The goal was to amplify the university’s new DRU (Diversity, Reconciliation, Unity) initiative and position Jessup as a leader in intentional, mission-driven community work. Despite a highly limited budget, we developed an earned-media-focused strategy that delivered national-level visibility while laying the groundwork for lasting impact.
Challenges & Approach:
With just $4,500 in budget, our challenge was to deliver transformative results without the safety net of paid advertising. We needed to break through local media noise, engage diverse audiences authentically, and ensure this initiative wasn’t just symbolic—but sustainable.
My approach focused on authenticity, integration, and long-term commitment:
Authentic Student Narratives: Elevated real student stories that embodied DRU values creating emotional connection and institutional credibility.
Integrated Campaign Design: Aligned MLK Day events, scholarship promotion, and storytelling into a unified message that demonstrated Jessup’s commitment to diversity and reconciliation.
Earned Media Strategy: Crafted compelling press materials and outreach plans with human-interest angles that secured placements in both local and national outlets—without any paid spend.
Strategic Content Distribution: Orchestrated cohesive messaging across digital, social, and email channels to maximize reach and engagement.
Bold Narrative Development: Positioned Jessup as a values-driven academic leader committed to meaningful, systemic change.
Scholarship Endowment: Collaborated on developing an endowment to ensure the DRU Scholarship’s perpetuity, embedding long-term impact and demonstrating true institutional commitment beyond the campaign.
This three three-month project and approach didn’t just generate short-term attention—it built enduring credibility, inspired genuine engagement, and created a sustainable foundation for ongoing support.
The result:
628 media placements across local and national outlets
218.7 million total impressions
1.07% click-through rate across digital channels
Achieved national visibility and credibility with a local budget
Helped establish an endowment to ensure the DRU Scholarship’s perpetuity
Elevated Jessup University’s DRU initiative as a defining pillar of its mission and brand
