Victory hosted a COVID-19 vaccine event in partnership with the IL Dept of Public Health. To raise awareness about the event and Victory’s mission, we created an earned media strategy that drove strong press coverage for the church. With a crowded news cycle and consumer burn-out on COVID-19 news, we strategically leveraged Pastor Smokie Norful’s relevancy as a legendary gospel artist to boost reporters’ interest. We targeted national and local outlets with interests in lifestyle, entertainment and gospel music. We also provided press with a media alert, photos and b-roll to enhance their stories.