Excel Adult High School National Media Campaign

Raised national awareness of the Gale-Excel Adult High School program, which offers adults a second chance at earning their high school diploma through public libraries at no cost. The PR campaign spotlighted inspirational graduates and library success stories pitched to national and local media outlets (TV and print) as well as education, adult learning and workforce development trade publications. The media strategy included newsjacking current events and news cycles—like the back-to-school season, holiday giving, and New Year's resolutions—to maximize relevance and coverage.

To amplify brand visibility and reach even further, library customers participating in the Excel program received a PR Toolkit containing press release and media alert templates for local announcements about their program launch, graduates, and graduation ceremonies, plus a media pitch email template and a PR guide with tips and best practices on pitching and working with local media.

This campaign increased awareness of the program by 53%. Press coverage included TV segments, contributed thought leadership articles, feature stories, and news releases that drove media interest and awareness. This coverage helped generate over $400K in revenue and provided sales and marketing teams with third-party validation, AI-driven content to support new business development. The campaign demonstrated the transformative value of public libraries and their impact on adult literacy, workforce development, and economic growth—showing how programs like Excel change lives in communities nationwide.