North Star Promise Integrated Marketing Campaign

We helped the State of Minnesota develop an awareness campaign for North Star Promise, a new state financial aid program. A primary research goal was to gather insights in how to reach historically excluded populations and identify any barriers to our various audiences—whether that be in belief systems or communication channels. We needed to connect on a cultural and emotional level with the various audiences. Gaining important understanding of their barriers enabled us to speak to them with optimistic, truth-telling, empowering messages that were both clear and concise. One of the most unique aspects of our research was adding college marketing students to our research team. Not only were they fresh out of the college application process, they leveraged their networks to help source interviewees and conduct interviews. RESULTS: - A vibrant identity that supports powerfully concise messages as well as more extensive storytelling. - Year-long campaign garnered nearly 5 million impressions across Meta, Google, and LinkedIn. - 93% increase in website traffic. - 1M+ impressions on iHeart Radio - 500K+ impressions with digital OOH ads

From the original award submission, lightly copyedited.