Compton’s Dominguez High School “Super Six”

Compton's Dominguez High School "Super Six"

• The Challenge: Overcoming historical, systemic reputational challenges within the Compton Unified School District (CUSD) by identifying and amplifying positive, high-impact stories of student achievement to reshape public and media perception.
• The Strategy: Serving as Media Consultant to architect a comprehensive earned media and multimedia plan designed to maximize regional and national coverage around the "Compton Six," a group of six dedicated student-athletes who collectively achieved acceptance into top-tier universities.
• The Execution: Scouted and developed the narrative, produced and distributed high-quality video press releases, and coordinated targeted press conferences; additionally, provided tailored media training to CUSD Board members and executive cabinet executives to ensure flawless, on-message delivery during press junkets.
• The Results: Successfully secured extensive, favorable coverage across general market, African American, AAPI, and Hispanic news outlets, including prominent features in the Los Angeles Sentinel, Compton Herald, and Telemundo 52 Los Angeles; effectively transforming the students into a celebrated, national symbol of academic perseverance and elevating the school district's brand equity.