Project Equity reached out to us to help them communicate the compelling research and data they amassed regarding aging small business owners. These business owners, who have a likely chance of closing business within the next 5 years were researched regionally, state wide, and nationally. The challenge was to emphasize how this data could be effectively used to tell the story about the debilitating impact business closure would mean to local economies, employees, disproportionately unemployed men and women, and more. We reached out to media contacts across the country, based on their regional locations and conveyed the relevance of the statistics to the region. The results led to extensive coverage for Project Equity in The Washington Post, NPR, The San Francisco Chronicle and more. Additionally, Project Equity noted a dramatic uptick in valid leads. We continue working with Project Equity to expand awareness about its data throughout Midwest region of the U.S.