The Challenge
Part of a national trend, Michigan’s postsecondary enrollment numbers have steadily declined over the past decade — while careers that require a degree or skills certificate have grown. Güd Marketing partnered with MI Student Aid to encourage high school students and their families to complete a FAFSA to connect them with the many opportunities Michigan offers — including the Michigan Achievement Scholarship — to support future success.
Our Solution
We created a data-driven, integrated campaign that focused on breaking down barriers to enrollment and illuminating postsecondary pathways through interactive activations — meeting audiences where they are with in-person engagement, high school activations, an informational toolkit, influencers, grassroots events and robust public relations such as “Reach for the Pie,” which awarded a year’s worth of pizza to 100 winners who completed the FAFSA.
Measurable Results
Increase in community college enrollment
Increase in participation in the MI Achievement Scholarship program
Earned media stories through print, TV and online news platforms
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