EXECUTING A NATIONAL MEDIA CAMPAIGN FOR A LEADING HBCU
“Minutes away from Fort Bragg, the nation’s largest military installation, Fayetteville State has long attracted service members and their families. Nearly 30 percent of its more than 6,700 students are connected to the military. But university leaders say they want to be more intentional in the way they recruit, enroll, retain and graduate them.”
Brief
Fayetteville State University (FSU) partnered with Evocati PR to conduct a nationwide media campaign celebrating its status as the premier Historically Black College and University (HBCU) for military-connected students and the launch of an historic scholarship opportunity.
Challenge
FSU’s senior executive team implemented an ambitious institutional goal to become the nation's top destination for military-connected students and a supporting public relations campaign. This goal was based on findings researched and provided by Evocati in 2021 which determined FSU was the nation’s number one HBCU for military-connected students. In response to the findings, FSU sought to offer a tuition-free scholarship to qualifying military-connected students starting in Fall 2022. FSU partnered with Evocati PR to conduct a public relations campaign around the report, the new scholarship, and to amplify the additional services and support the institution provides to military-connected students.
Strategy
Evocati PR conducted a nationwide public relations and marketing campaign to highlight the report findings and FSU, supported their digital marketing to reach both in-state students and out-of-state targeted areas, pitched stories to emphasize the impact of FSU being rated the number one HBCU for military-connected students, created media advisories and press releases that garnered earned media coverage for the institution.
Results
In less than 60 days, Evocati PR generated more than 200 million impressions across national and local media, radio and web promoting the launch of the new scholarship for military-connected students. Stories were featured in outlets such as The Washington Post, Yahoo News, and Military Times. Evocati PR also placed senior executives for interviews with outlets including Military Times, The Washington Post, and Inside Higher Education. In less than 90 days, FSU received more than 600 scholarship applications due to Evocati PR’s campaign.
Results Highlights
200 Million Impressions in 60 Days
Featured in The Washington Post
600+ Applicants