WA Grant-campaign

Washington College Grant
Teen & parent multi-language campaign

Problem

Washington Student Achievement Council wanted to drive greater awareness of the Washington College Grant among low-income students and families to support the state legislative objective that 70% of adults between the ages of 25 and 44 in Washington State complete a postsecondary degree or credential (the 2019 educational attainment rate was 61.7%).

Solution

After conducting research and creating the Washington College Grant brand identity, we planned and executed a statewide campaign targeting low-income learners throughout Washington, with creative executions in both English and Spanish. We ran billboards, radio, TV, digital display & native ads, streaming video & audio, and social media.

Results

148.9 million statewide impressions
273.9K clicks to the English landing page
A more than 1,500% increase from the previous period in total sessions on the English landing page
60,733 total sessions on the new Spanish landing page
10,928 completions of the program’s financial aid calculator