CASE STUDIES

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Black Momma Vodka and Black Momma Teas

Summary: 

Due to the COVID-19 pandemic, hospitals and frontline workers experienced a shortage of hygiene products such as hand sanitizer. X+PR worked with client, Vanessa Braxton Founder of Black Momma Vodka to fulfill the need for sanitizer. This move allowed Black Momma Vodka to model effective entrepreneurship at a pivotal time in history

Strategy: X+PR assisted in pivoting in the launch of Black Momma Tea Cafe due to the COVID-19 pandemic. With the use of media relations and pitching, X+PR helped maintain sales and audience traffic. 

Bragging Rights: X+PR was able to pitch and secure media opportunities within a 7-month time frame on various media platforms such as Entrepreneur Magazine, Essence, and Yahoo Finance. 

FORD MOTOR COMPANY FUND

Summary: The Ford Motor Company Fund, HERImpact DC, Started as an idea at the Congressional Black Office during a media round-table 

Strategy: Formed a program for women who are social impact entrepreneurs with community outreach.

Bragging Rights: Brought in new partners who are very well-known in the investment and start-up community to help run the social impact. entrepreneur program. These partners known as the 1863 Ventures, awarded $50,000 to three entrepreneurs in the DC area.

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MARYLAND HEALTH CONNECTION

Summary: Since 2015, X+PR has worked side by side with the Maryland Health Benefits Exchange to reach its goal of enrolling Maryland residents into the state’s health insurance marketplace, called the Maryland Health Connection.

Strategy: X+PR utilized community outreach to pitch the campaign to contacts in media and grassroots communities. X+PR recruited several faith-based institutions, Black Greek organizations, and traditional Black grassroots organizations (e.g. National Association for the Advancement of Colored People, 100 Black Men, National Urban League) to host enrollment events throughout the state. Through our efforts at several events, we obtained live broadcast coverage from local radio stations, which ultimately increased attendance and enrollment.

  

Bragging Rights: Through our outreach work, more than 700,000 Maryland residents enrolled in health insurance through the marketplace. In 2016, Maryland achieved one of the fastest growth rates of any state in the country from the 2014 -2016 enrollment period. Most notably, in 2017 we saw a 12% increase in African American enrollment compared to 2016. Noteworthy media results of our efforts include an opinion editorial placement in The Washington Informer.

IN3

Summary: In3 (Inclusive Innovation Incubator) had just a month to promote the workspace hub’s grand opening that took place on April 18, 2017. To gain press attention, X+PR positioned In3 as the must-go-to event in D.C. because the initiative supports the administration’s vision to make D.C. a more diverse and inclusive city as the District expands its tech economy.

Strategy: X+PR demonstrated community outreach to promote awareness to DC residents of the grand opening. The utilization of a press release assisted in informing various media outlets and other significant organizations resulted in a successful event.  

Bragging Rights: X+PR was able to secure media in local and national outlets including in all of the local television outlets, and national press outlets such as Blavity, Black Enterprise, and others. We were also able to secure speaking opportunities for the president of In3.

HB1396

DOMESTIC VIOLENCE INITIATIVE 

Summary: Angela Angel, Maryland Delegate of Prince George’s County and a domestic violence survivor, needed to create awareness around domestic violence laws in her home state. Her goal was to expand the definition of abuse to include written and electronic harassment and malicious destruction of property.

 

Strategy: X+PR worked with Delegate Angel to create a public relations campaign to reach Prince George’s County residents, a locale that experienced a spike in deaths due to domestic violence in the first quarter of 2016.

Bragging Rights: We launched a campaign by pitching our contacts in the media and grassroots communities through email and phone calls centered around the Delegate’s personal story of domestic abuse. X+PR also organized press conferences at the Maryland State House, and arranged media interviews and appearances for Delegate Angel to promote HB 1396. Through our outreach, X+PR generated millions of press impressions locally and nationally that raised awareness about the broader definitions and experiences of domestic violence. Noteworthy results include a placed opinion editorial on NBC News, and media hits in the Washington Post, NBC News 4, Fox News 5, WHUR Radio, and others.

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