Eclipsing expectations: Strategies for marketing and communications leaders to leverage national events

A total solar eclipse covered much of the USA in 2024. Ahead of the eclipse, the University of Arkansas at Little Rock began preparing to host an event for the campus and community to watch this phenomenon. During the planning process, Marketing and Communications (MarComm) recognised the potential to use the eclipse to secure national media placement for the university. By employing five key strategies of taking a unique approach, preparing media experts, using the website early, incorporating video and dreaming big, the MarComm team garnered more than 320 media mentions and 3.5 billion media impressions and secured multiple national placements. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.