Newark Riots

Global Online Audience

Total Local and National TV Audience

Publicity Value


Return on Investment (ROI)

The Challenge

The Challenge The client, Rise Up North, is a non-profit educational project centered on a powerful multimedia interactive archive that teaches the history and lessons of the African American struggle for empowerment in the nation’s major urban centers in the North, beginning with Newark, New Jersey. Rise Up North chose Impact Consulting Enterprises to increase public awareness of the archive, as well as the commemoration of the 50thanniversary of the 1967 Newark, NJ riots.

The Solution

Impact created and launched The North Newsletter to mobilize the client’s existing supporters and followers and cultivate new ones. The inaugural edition was sent to 2,000 contacts and had an open rate greater than 10 percent; all told, the newsletter was sent to more than 4,000 subscribers in three short weeks. We also launched Rise Up North’s Twitter; the top Tweet of the account’s first month garnered more than 11,000 organic impressions. We took over it existing other social media accounts, which remained steady or grew in engagement. Impact also managed all media efforts for the client’s 50thAnniversary commemorative events and garnered international coverage from The Guardian and other publications abroad; national coverage from NPR, The Wall Street Journal, PBS; and local coverage as well. On behalf of the client Impact earned a global online audience of more than 273.7 million people, and reached a local and national television audience of 3.2 million viewers. Publicity for this historic effort is valued at more than $30.7 million.