Some samples, enjoy
College Goal Sunday
The Challenge:
It was all part of a national plan. The Florida Department of Education and the Foundation for Florida Community Colleges wanted to hold College Goal Sunday events across Florida. Each event would be an open house to help prospective college students with their most important financial aid form, the Free Application for Federal Student Aid, or FAFSA. The most critical ingredient, however, was also the toughest piece to get. They needed prospective students to show-up. And they needed to tap into the State’s diversity — from ethnicity to language. That’s where we came in.
Our Approach:
Salter>Mitchell built a brand that made college truly look attainable to a population that believes otherwise. From public relations to creative, we assembled an in-house team stocked with people who had been there: many, the first in their family to attend college; some from neighborhoods where many people never try. The team tapped into social media and standard media. They created and tested a campaign where the target could easily see themselves. And they invested in training and planning.
The Results:
In its first year, the College Goal Sunday effort attracted so many students, parents and volunteers that the National Association of Student Financial Aid Administrators designated Florida as a national training site for other states. By 2007, the program was serving more students from low-income and minority households than any other state participating in the initiative. By 2008, attendance at Florida College Goal Sunday events had grown nearly 300%.
Creative
