Stony Brook University SBDC

Helping Over 200 Hispanic Business Owners Access Government Contracting Opportunities

Stony Brook University SBDC Case Study • Multi-Channel Marketing Campaign • Bank of America Sponsored Initiative

Value: Small Business Development Center (SBDC) / Higher Education Affiliated Organization

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When the Stony Brook University Small Business Development Center (SBDC) launched a new initiative to help Hispanic-owned businesses obtain Minority and Women-Owned Business Enterprise (M/WBE) certification, they needed more than a marketing campaign.

They needed a strategic partner capable of educating the market, building trust, enerating registrations, and delivering easurable participation for a high-profile program backed by respected institutions.

With support from Bank of America, the initiative sought to connect Hispanic intrepreneurs throughout New York with a particular focus on Long Island, to ertification opportunities that could unlock access to local, state, and federal overnment contracting opportunities.

Stony Brook University SBDC selected MMUSA to lead the campaign. The result was a fully integrated marketing initiative that exceeded registration objectives, increased program participation, and successfully connected hundreds of business owners with an opportunity that could transform the future of their usinesses.

Challenge:

Although the certification program offered significant long-term value, many eligible business
owners were unaware of:

  • The advantages of M/WBE certification
  • The government contracting opportunities available
  • The certification process
  • The resources available through Stony Brook University SBDC

The program also introduced unique execution challenges.

Because every public-facing asset represented Stony Brook University, all campaign materials had to comply with strict institutional brand standards and approval processes.

Every webpage, advertisement, email, social media graphic, press release, and promotional asset had to maintain the university's visual identity, messaging standards, and institutional credibility while still motivating business owners to take action.

The campaign demanded a balance between institutional professionalism and high-converting marketing execution.

Our solution:

Rather than treating this as a single advertising push, MMUSA built a full marketing ecosystem guiding business owners from awareness to registration, combining education, visibility, lead generation, and conversion into one coordinated campaign.

  • Campaign strategy and audience targeting
  • Dedicated landing page design and registration funnel optimization
  • Email marketing sequences educating business owners on certification benefits
  • Display advertising across targeted geographic markets
  • Social media campaign management aligned with university brand standards
  • Promotional video production
  • Press release writing and distribution

Before

  • Hispanic business owners across New York, with a focus on Long Island, largely unaware of M/WBE certification benefits, no dedicated registration funnel in place, and no coordinated outreach connecting them to the program, all while campaign assets needed to meet strict university brand compliance.

After

  • A fully integrated, brand-compliant marketing campaign that exceeded its 200-registration goal, launched a high-performing dedicated landing page, and expanded program awareness through email, social, display, video, and earned media.

Education as the engine of convertion

Every channel, email, social, display, video, and press, reinforced the same objective: educate, build trust, generate registrations. MMUSA designed a focused landing page that clearly communicated program benefits, the certification process, and a clear registration call-to-action, reducing friction while maintaining full alignment with Stony Brook University's brand and Bank of America's sponsor recognition throughout.

Business Impact:

  • 200+ webinar registrations achieved, meeting the program's core objective
  • Increased participation from Hispanic business owners across New York, with emphasis on Long Island
  • High-performing dedicated registration landing page and funnel
  • Expanded community awareness through paid media, email, social, video, and press coverage
  • Full compliance maintained with Stony Brook University's institutional brand standards
  • Strong client satisfaction reported by the SBDC team

At MMUSA, success is not measured by campaigns executed, but by opportunities created, and for this initiative, that meant opening doors to government contracting for entrepreneurs across New York.

Details

Client

Stony Brook University Small Business Development Center (SBDC)

Year

2024

Services

Full-Scale Marketing Campaign: Lead Generation, Landing Page Design, Email & Social Marketing, Video & Press Relations

Location

NY