The Central Intercollegiate Athletic Association's (CIAA) annual NCAA Division II conference basketball tournament has long been one of the most successful events in the black college sports world.
But in order to become a highlight of the African-American social world, as well, the CIAA partnered with French/West/ Vaughan to take a community-oriented approach to its PR program.
Strategy
The CIAA was a regional tournament with an audience mostly older than 45, says David Gwyn, EVP at FWV. "We needed to bring life to ...