Marketing & Communications

Brand Engagement Growth Correlates To Impact Growth

BWHI’s Marketing and Communications Department supports our organization's mission in evolving ways. As the mission and need for BWHI program, services, and policy leadership grows, so does our role and function. Our multifaceted and integrated approach touches all verticals, programs, and departments. From building brand awareness and reliance, to designing strategic campaigns for our major programs and policies, to driving national media and pressed attention to our team’s greatwork, to supporting senior executives through writing and collaborating on articles and op-eds, to supporting director-level and program staff on in-field activations and communications, curating assets, and creating voice-aligned copy to audience building, initiating and stewarding critical conversations, our public and internal messaging is essential to enhancing the health of Black women working arm-in-arm with our Development Team to drive donations and promote the BWHI value proposition, the Marketing and Communications Team works tirelessly to make sure this nation’s 21 million Black women and girls know that in BWHI they have a partner throughout their life-health journeys. When we share relevant and culturally sensitive tool kits, partner with aligned influencers, and offer reflective cultural resources, we aid Black women in their lifehealth journey at every life stage. As the only national nonprofit solely dedicated to improving the health and wellness of the nation’s Black women and girls, we firmly believe that, if not for our work, the needs of Black women would not be addressed or elevated to the national stage. We invest in communications to deepen our ability to connect with Black women, build trust within our community, and amplify research that considers our needs in its collection. We remain a supportive and safe space for Black women to center on their own needs.

Marketing & Communications

The Marketing & Communications Team’s core goals

for 2021 were the following:

 Increase constituent engagement  Reinforce organizational values with our online audiences  Amplify program points of distinction and public engagement opportunities  Ignite an array of social health conversations that track back to our impact or our resources  Affirm affiliated and BWHI’s SMEs as critical thought leaders online and in virtual environment

Our Brand Impact

goals are set to motivate us to drive constituent trust and brand reliance.

Strategy included:

 Becoming an “original content” leader in the social health space, sparking dialog and increased awareness of critical issues  Deploying a robust array of culturally sensitive educational resources that is used by high-reach partners  Developing a data-focused social tool kit with branded infographics sought by high-reach partners that illustrate the issues faced by Black women and thereby why our work is critical Strategy Resulted in:  Life Saving Campaigns, e.g., Cerving Confidence, 1 Million, 1 Season, and the Annual Super Bowl Gospel Celebration  Signature Programs, e.g., Follow the High-Touch Road and Coaching Method  Segment Awareness Videos, e.g., the Sickle Cell, Diabetes Alert, and Take the Shot for the Win awareness campaigns  Virtual Events, e.g., Black HIV/Aids Awareness Day, Sisters with Super Powers, Workforce Equity Initiative Notably, BWHI has Elevated What Matters for our audience and increased engagement among Black women and girls with:

• Precisely timed pitches focused on breaking news, such as the Supreme

Court nomination/confirmation hearings, the COVID-19 anniversary, and angles that amplified the new data on the Black maternal health crisis elevated mind share and garnered additional interview requests. • Pitches surrounding maternal and reproductive health drove highest percentage of increased interview requests. • Pitches expanding on Black women’s experiences in the workplace were popular with top-tier, business-minded outlets such as Fortune and CNBC.

• Our senior leaders were also solicited to author thoughtful bylines or opeds for various publications, including

Ms. magazine, Success magazine, and

Business Insider.

Furthermore, the Marketing and Communications initiatives have increased the breadth and type of engagement and time on the page where screenings or downloads are present.

Marketing & Communications

The total audience reached exceeds 182 million across 13 states and Washington, D.C.

Media relations enables BWHI to amplify our agenda.

Communications efforts on behalf of the BWHI have resulted in a 33% increase in unique media hits and an 18% increase in interviews with print, online, and broadcast outlets. We also have a 4% lift in affinity sector media hits, three bylines/op-ed placements, and one interview pending. The total audience reached exceeds 182 million across 13 states and Washington, D.C.

• Notable placements include on CNBC, which was syndicated by 12 NBC stations in major cities across the country as well as MSN and reached more than 100 million unique readers. The article also inspired further coverage in The Root, Yahoo, and Black Enterprise

Magazine.

• Other notable placements include Essence, USA Today, and

Barron’s. • Our subject matter experts responded to interview requests with tight turnarounds, which led to several top-tier placements, including in Essence, Barron’s, and Modern Healthcare, as well as interviews with TIME magazine, Roll Call, and the Miami Herald.

Point of view thought leadership on the state of fairness for Black women at work accelerated additional earned media coverage.

This was particularly apparent with the CNBC which inspired two further articles in The Root and Black Enterprise Magazine.

The CNBC article made it easy for other reporters to gather information and generate their own coverage.

COVID-19

SUPREME COURT

OF THE UNITED STATES

Marketing & Communications

Health Topic Interviews

BWHI leaders have engaged with our community on a wide range of current, health, and advocacy events. These interviews and outlets have amplified program points of distinction and public engagement opportunities.

Maternal Health The Washington Post (3/22/2022) • Unique visitors per Month: 79,000,000 • DMA: National • Status: Kanika Harris was interviewed by The Washington Post as an expert on the Black maternal health crisis.

Her comments will be included in an upcoming story, publication date TBD.

Supreme Court Nomination/Confirmation TIME (3/18/2022) • Unique visitors per Month: 27,100,000 • DMA: National • Status: Tammy Boyd was interviewed by

TIME magazine. Keybridge is following up regarding publication.

Roll Call (4/6/2022) • Unique visitors per Month: 1,200,000 • DMA: Washington, DC. • Status: Kineta Sealey was interviewed by Roll Call. Keybridge is following up regarding publication.

Miami Herald (4/6/2022) • Unique visitors per Month: 2,417,996 • DMA: Miami, FL • Status: Linda Goler Blount was interviewed by the Miami Herald.

Keybridge is following up regarding publication. Health Issues Facing Black Women/Diabetes Politico (4/13/2022) • Unique visitors per Month: 7,683,193 • DMA: National • Status: Dr. Angela Ford was interviewed by Politico regarding BWHI’s 2022

National Diabetes Agenda.

Psych Central (3/23/2022) • Unique visitors per Month: 1,622,012 • DMA: National • Status: Kanika Harris was interviewed by Psych Central. Her comments will be included in an upcoming story in May 2022. The Spilling Chai Podcast with Anushay Hossain (4/5/2022) • DMA: National • Status: Kanika Harris was interviewed by Anushay Hossain for The Spilling

Chai podcast. The episode will air by 4/22/2022.

Online/Print Hits by Topic

Marketing & Communications

Culturally Tailored Videos

BWHI produced a series of videos centered on storytelling to increase brand engagement. • 54% of audiences consistently engage with educational and value-sharing content from brands they trust. • 43% state that mission-aligned content that addresses a pain point from a trusted brand will be shared.

To address this, our digital team has produced the following:

A video focused on Sickle Cell Awareness. This video featured Larenz Tate and his brothers. Nischelle Turner, the Co-Host of Entertainment Tonight, was the host as this BWHI effort raised awareness on Rare Disease Diversity Day. This global observance takes place on the last day of February each year. A video to raise awareness on Diabetes Alert Day, observed annually on the fourth Tuesday in March by the American Diabetes Association. Our video was titled “You Can Prevent Type 2 Diabetes”, and it featured one of BWHI’s CYL2 coaches and three senior women’s health and wellness success stories. A video in partnership with celebrity Chef G. Garvin. This effort garnered over 70,000 views on Facebook (Meta) and was sponsored by All Of Us, RDDC, and CYL2 .

• A recap to highlight our policy work. This recap focused on the “Take the Shot for the Win” campaign and amplified COVID-19 awareness efforts • Highlighted Dr. Angela Ford for Women’s history month to honor her impact • Various marketing videos to support programs and external efforts

Marketing & Communications

Social Media Performance Metrics

Our strategy is data-driven. Understanding who we are speaking to helps us tailor messages and tone while discerning what pain points they face and what solution our resources offer. Meet our social audience: Key Instagram Insights • 95.3% female • Our highest performance is in female age groups 25-44 Key Meta (Facebook) Insights • 86.7% female • Our highest performance is in female age groups 35-44

*The content for the posts displayed were driven by data and delivered engagement reach.