In 2012, O’Malley Hansen Communications created a leadership scholarship and symposium for Anheuser-Busch that leveraged the brewer’s relationship with United Negro College Fund and refreshed a historic African-American marketing campaign. We extended and amplified the program in 2013, designing and executing a corporate scholarship and two-day leadership symposium inspired by a renowned art collection celebrating African leaders commissioned decades earlier by Anheuser-Busch. The symposium focused on community service to refine leadership traits and positioned Anheuser-Busch as an attractive employer.
Our team developed and executed a press conference at Morehouse College in Atlanta featuring keynote speaker Mayor Kasim Reed, along with Anheuser-Busch executives, to celebrate the company’s commitment to leadership and award 30 college scholarships. The meeting emphasized the brand’s commitment to future leaders as much more than a financial contribution by featuring corporate and community leaders as panelists, professional development workshops, service projects and interaction with Anheuser-Busch employees.
The event secured more than 60 placements highlighting Anheuser-Busch’s commitment to leadership and community service in major media outlets across the country, including St. Louis, Atlanta, Chicago, Los Angeles, Washington D.C. and Nashville. The program saw a 500 percent increase in completed scholarship applications and 76 percent of 2013 Scholars reported being interested in pursuing a career at Anheuser-Busch.