What do you do when you want to spread the word about free money for college to quite literally every graduating high school student in the state? A large-scale public awareness campaign with some pretty creative tactics, of course. This episode, we’re diving into a case study on The Michigan Achievement Scholarship campaign — a multi-modal marketing campaign complete with videos, billboards, mailers, social media, and more aimed at spreading the word about postsecondary education funding.

The Michigan Achievement Scholarship is a new source of funding launched in 2023 designed to help recent graduates from high schools in Michigan pay for college or continuing education. Eligible students could receive financial aid to attend a college or university with the Michigan Achievement Scholarship, or for a career training program with the Michigan Achievement Skills Scholarship. Alongside the client leading this drive, Michigan College Access Network (MCAN), Redhead crafted a campaign that would drive audiences to take action, and Render produced some effective videos to drive these efforts. We discuss how strategic messaging, design, and videography converged to appeal to young audiences, simplify a somewhat-dense concept and make this campaign a success.

Links:
The Michigan Achievement Scholarship
https://getmimoney.org/
Michigan College Access Network: