The collection also included a Stallion Varsity Jacket and a Hot Girl Club sweater, which was inspired by Megan Thee Stallion. Proceeds from the collection went towards starting a scholarship fund of up to $150,000 at Texas Southern University, which is also Megan Thee Stallion’s alma mater. The partnership with Megan Thee Stallion was organic, the campaign was seamlessly integrated into HBCU culture and it left a meaningful impact on students at Texas Southern University.
The campaign illustrated a successful and authentic way to engage with and invest in HBCU culture, so how else can brands tap into HBCU culture in meaningful ways?
Invest in campus infrastructure
Long-term investments in infrastructure enable brands to be more present in the daily nuances of the HBCU experience. Financial support for infrastructure such as dorms, athletic facilities and classrooms enhances the college experience of HBCU students. These types of investments and partnerships allow brands to be authentically woven into the fabric of the everyday lives of HBCU culture and students who are pursuing their degrees.
Empower students through mentorship
At the core, HBCUs are schools of higher learning that build leaders and some of the most esteemed professionals, not only in the Black community but in America—it’s important that brands understand this mission. Establishing mentorship programs at HBCUs seamlessly aligns with this assignment by providing students with the proper insight and guidance to help them secure jobs once they graduate. It also provides them with access to conversations with individuals who have once walked a similar path. This will not only accelerate their professional development but also help them build a strong network of professionals they can lean on to help navigate their academic and career journey.
Build talent pipelines
Building a career pathway for students will also make a significant impact on bridging the gap for HBCUs. Create a calendar of events throughout the year that includes professional development workshops, panel discussions that provide career insight, and internship opportunities that are designed to establish clear pathways for students to have successful careers in their respective fields. Additionally, brands should also consider investing in curriculum development and campus career fairs in an effort to ensure that students are being prepared for what their respective industry looks like now, and in the future.
Allyship with HBCUs is more than just a marketing campaign. Marketing campaigns only represent a moment in time or in the world of advertising a “flight.” In an ever-changing world where budgets are getting tighter and the return on investment is more important than ever, one of the best returns on investment for a brand is investing in HBCUs. Not only are you showing up in front of an audience that is one of the driving forces behind trends for young people, but there is also an opportunity to help students become leaders in their respective fields, creating a sustainable pipeline to hire Black professionals and helping nurture the HBCU experience in a way that drives authenticity and allyship.
