Driving Societal Change
PGIM, Prudential’s principal asset management business, set out to explore and share insights on why endowments at HBCUs (Historically Black Colleges and Universities) often lag behind those at other schools. PGIM partnered with UNCF (United Negro College Fund) to pioneer a research project focusing on the comparative analysis of HBCU and non-HBCU endowments. The purpose of the research is to find and share strategies that could help these vital institutions thrive financially, bringing us a step closer to bridging the racial wealth gap.
Creative Execution
As Creative Director, I worked closely with our strategy partners to identify the most effective ways to promote the report. This collaboration led to the development of a landing page that features an executive summary of the report, providing a concise overview of the key findings and recommendations. Under my leadership, the creative team crafted the visual design of both the research report and the landing page, along with digital assets tailored for social media, enhancing the visibility of the report's insights. PGIM and UNCF leveraged these assets across their respective channels, broadening the report's reach.
Outcomes & Key Results
Our strategic communications plan for the HBCU endowment study quickly gained traction, with the HBCU landing page receiving over 250 visitors in just two days, showcasing significant engagement.
In the first six weeks, we achieved:
LinkedIn Success:
A post by our executive sponsor hit over 430k impressions, indicating widespread interest.
Landing Page Traffic:
Initially, the page attracted over 250 visitors, with an average of 24 visits daily, resulting in 174 report downloads.
Internal Employee Engagement:
An internal blog article garnered 1,100 views and directed 60 clicks to the report’s landing page.
Media Coverage:
Featured in key publications and securing two interviews, the report fueled industry-wide discussions on addressing HBCU endowment challenges.
These outcomes highlight the effectiveness of our communication strategy in raising awareness and prompting action on the critical issues facing HBCU endowments, proving the impact of clear, engaging communication in driving societal change.