Harvard Business School African-American Alumni Association: Using embedded marketing support to serve a 3,000-member network

Overview

HBSAAA needed sustained marketing capacity and consistency across channels to serve a large, engaged alumni network of more than 3,000 African American Harvard Business School graduates, including 400 paying members, spanning multiple connected initiatives rather than one-off projects. Coming out of the organization’s 50th anniversary year, HBSAAA wanted a partner who could help professionalize and eventually monetize its digital footprint, a website, a public and a members-only YouTube channel, an email newsletter, and social accounts across LinkedIn, Facebook, Instagram, and X, rather than treat each asset as its own disconnected project.

Black Digital provided ongoing marketing strategy and creative support, delivered event marketing for major HBSAAA milestones (including the 50th Anniversary Leadership Summit, covered separately), and worked to build brand consistency across the organization’s communications. This hub connects several distinct workstreams under one relationship rather than treating each HBSAAA initiative as a separate client engagement, giving the organization continuity across its marketing needs as priorities shifted from launch-year milestones toward longer-term growth.

An alumni network this size needs marketing support that understands its full scope, not just one event at a time. This relationship gave HBSAAA a consistent partner across its full range of programming, with the 50th Summit as the clearest proof point so far and broader digital growth work continuing to develop as the partnership matures.

Related Services

• Year-Round Marketing Support
• Campaign Strategy and Creative