Sallie Mae

Giving the dream.

525 millionImpressions

Sallie Mae is a leader in promoting diversity in higher education.

Their determination to provide students with resources, support, and guidance was overshadowed by unfounded misconceptions. CLYDE flipped the script.

IMPACT STATS*

425media mentions

26key messages

pulled through in media coverage

160%increase

in LinkedIn engagements

221%increase

in post link clicks on X

* in 2023

01Challenge

In 2021, Sallie Mae’s charitable foundation — The Sallie Mae Fund — launched three scholarship programs to further promote diversity in higher education for students from historically underserved communities. Despite this dedication, Sallie Mae was still not recognized as a driving force behind equitable education.

02Solution

Sallie Mae, in partnership with the Thurgood Marshall College Fund, founded the Bridging the Dream Scholarship. This initiative committed to awarding $3 million in scholarships by 2025, to help students from diverse backgrounds achieve their dream of completing post-secondary education. CLYDE leveraged Sallie Mae’s overarching communications and brand to foster a deep, emotional connection to the Sallie Mae brand, drive a mission-led culture, and better inform the external narrative around private student lending and Sallie Mae during National Scholarship Month.

03Impact

Through creative media and digital activation, the campaign combined earned, owned, and paid media efforts that targeted local markets, social media audiences, and key stakeholders, including policymakers. Within a month, the campaign resulted in 7 interviews, 10 original pieces of coverage, hundreds of mentions, and millions of total impressions.

Earned Media

One of only 10 nationwide recipients of a $10,000 Bridging the Dream Scholarship for graduate students
Ellicott City native granted ‘Bridging the Dream’ scholarship given to aspiring community advocates
Fabiola Limon is one of only 10 nationwide recipients of ‘Bridging the Dream’ scholarship

More Work

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