The Goal: Our client, the Student Aid Commission, needed to reach out to two audiences: students (primarily Latino and African Americans) and parents to encourage applications to college and for FREE financial aid for those who qualify. The budget was limited, so we were creative with our resources!

Our Approach: We created materials for street teams, in school outreach and community events. A multi-market radio campaign created a call to action to attend the FREE cash for college workshops, but also had a call to action to an 800 number for those who could not attend. A television reality special (www.cashforcollege.tv*) which featured two students going through the college application process in an entertaining and comedic manner helped to break down the incorrect perception that applying for college or financial aid is difficult. More importantly, we wanted to make sure our audience knew they could qualify for FREE cash!

The Results: The campaign increased attendance in targeted areas, and initial response from students and teachers indicate a much higher level of awareness of the process and the aid that is available!

* This link takes you to an archived copy of the Cash for College TV Show website.