One of only 10 nationwide recipients of a $10,000 Bridging the Dream Scholarship for graduate students
Sallie Mae
Giving the dream.
2,351,583Impressions
In 2021, The Sallie Mae Fund launched three scholarship programs to further promote diversity in higher education.
CLYDE crafted a campaign to showcase the impact of these scholarships on each recipient.
6Interviews
with both scholarship recipients and Sallie Mae spokespeople
14Original Pieces
of coverage along with 666 pieces of syndicated coverage
27Key Messages
pulled through all the channels of media coverage
4Articles
included links leading back to the campaign landing page
01Strategy
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 less recognized as a provider of scholarships that promote access and completion.
02Solution
In July 2022, CLYDE proposed a campaign to promote Sallie Mae’s Bridging the Dream scholarship program, which provides 25 students from diverse backgrounds with $10,000 to help fund their path to higher education. The campaign launched during National Scholarship Month and highlighted each recipient as it showcased the impact of Sallie Mae’s scholarships.
03Execution
Through a creative media and digital activation during the month of November, each of the 25 scholarship recipients were publicly celebrated by Sallie Mae. The campaign combined earned, owned, and paid media efforts that targeted local markets, social media audiences, and key stakeholders, including policymakers.
Earned Media
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
