CASE STUDIES

Black Momma logo

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.

Ford Motor Company Fund logo
Maryland Health Connection flyer

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.

Inclusive Innovation Incubator logo

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.

Maryland Health Connection flyer

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.

Client Testimonials

"Now more than ever it is important, it is crucial that women learn how to invest and take ownership of their finances. X+PR successful pitches have facilitated in informing the masses of the vision and goal of WealthyU."
"I served with Xina on a panel sponsored by New Strategies Symposium of Georgetown University and she shared SO many great tips from her vast expertise in PR storytelling using media and branding strategies. The event participants benefited from hearing Xina's advice regarding strategic communications and targeting the relevant audience. No wonder Xina is so successful as a consultant in this sector!"
"Working with X+PR has helped our team tremendously when we needed to extend our bench strength. X+PR worked with our team to transform the way people view public health. With advanced digital media strategies and media pitches important healthcare issues have been addressed due to the heavy involvement of X+PR."
"Xina is a fantastic partner and I cannot recommend her enough. We've worked to bring a new program into fruition around racial equity and I would not trust this project with anyone else. Her drive and enthusiasm has made all the difference."

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