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Black-Owned Neobank First Boulevard and Terrence J Launch Financial Literacy Initiative For HBCU Students

First Boulevard (now known as Kinly) — a digitally native neobank building generational wealth for Black America — announces a joint initiative with actor, and media personality, Terrence J, to empower HBCU students through financial literacy efforts..




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Here's the Sitch (aka Situation):

Black America has been underbanked, unbanked and underserved for centuries. First Boulevard empowers Black America to take control of their $1.4T+ in annual economic impact while also being fully inclusive and welcoming of all other communities. Specifically, First Boulevard Founders, Donald Hawkins and Asya Bradley, wanted to bring awareness to their Project Tassels campaign with actor, and media personality, Terrence J, who is their Strategic Advisor of Financial Education.

Our Approach:

For this 1-month campaign, we knew it would be best to leverage Terrence J’s brand ambassadorship to bring awareness to First Boulevard’s mission—particularly among publications that cater to Black millennials, HBCUs and breaking news within the Black community.

To maximize our efforts we firstly conducted a coverage audit on First Boulevard and Terrence J, analyzing stories within the past 365 in order to determine the best outlet to release an exclusive.

Our Impact & Client Milestones:

  • In addition to writing and releasing a press release on the wire with the First Boulevard team, our tailored pitches resulted in 19 placements on Rolling Out, HBCU Buzz,, Sheen Magazine, Afro Tech, Urban Magazine, Def Pen and Power 105.1, News One, HBCU Connect and more. (73% of coverage included backlinks diverting traffic to First Boulevard's website.)

  • Although not selected as the final outlet to release the exclusive, our efforts did garner interest from The Breakfast Club.

  • Additionally, despite scheduling conflicts which prevented the officiation of the interview, our efforts did garner interest from the Earn Your Leisure podcast.

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