Northwestern Mutual
Finance
Media Relations
Northwestern Mutual | HBCU Hometown Connection Scholarship
A local story turned into 500M+ earned impressions.
The Challenge
Northwestern Mutual faced a defining moment
Milwaukee was losing its Black talent pipeline. Northwestern Mutual created a scholarship solution, but national media dismissed it as “just another local story.”
Our Approach
How we made it move
We flipped the script by elevating Black journalists and HBCU voices. Through strategic storytelling and immersive experiences, we transformed a “local initiative” into a national blueprint for community investment.
The Impact
Results that mattered
500M+
Earned impressions
HBCU
Plus Black-owned media
Gold standard
Community scholarship model
- Generated 500M+ earned media impressions
- Secured coverage across Black-owned media, HBCU outlets, and local publications
- Positioned Northwestern Mutual as a leader in addressing the wealth gap
- Established the program as the gold standard for community scholarship strategy
Client
Northwestern Mutual
Sector
Financial services
Services
Media Relations, PR, Storytelling
