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
Build The System, Not Just The Campaign.
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
Integrated Decisions. One Outcome.
- 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
What Moved.
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.
Case-study metrics are presented from the existing UMEH case source. Contribution language is used where causal attribution is not isolated.
Your next move
Start With Your Highest-Leverage Constraint.
The Brand Impact Assessment identifies which part of your growth system needs attention first.