For nearly a century, the Henry Luce Foundation has been committed to deepening cultural understanding as a means to advance democracy and justice. Their Luce Scholars Program is an immersive and exploratory program where emerging US leaders with diverse backgrounds and interests spend a year living and working in Asia. Historically, the program had worked with a select number of elite higher education institutions to identify scholars. However, they were transitioning to a more open and equitable application that allowed anyone between the ages of 18 and 34 to apply and needed dedicated support reaching a new and expanded audience of graduating students and young professionals.

KMSG supported the marketing rollout for the 2022 and 2023 cohorts.

Henry Luce asked KMSG to support with:

• Creating an engaging social media marketing campaign to announce their Luce Scholar Program in Asia

• Developing a digital marketing strategy to recruit recent graduates, young adults, and early professionals seeking leadership development opportunities 

• Ensuring their new audience profile focused on diversity, equity, inclusion, and belonging (DEI/B) and curating a targeted list of higher education institutions and leaders with an emphasis on historically-underserved student populations

• Establishing benchmarks based on in depth reporting of campaign success, lessons, and recommendations to drive future digital marketing strategy