Achieve Atlanta is a nonprofit whose mission is to help Atlanta-area public high schoolers achieve post-secondary school success, primarily through college. To do so, the organization provides support, information, and funds to students and parents to get students in and through college, including FAFSA enrollment assistance and scholarships. More than $2 billion in FAFSA funds are unclaimed every year, and Achieve Atlanta wanted to encourage those it serves to apply for some of that free financial aid.
TDW+Co worked with Achieve Atlanta to create an integrated campaign targeting parents of Atlanta Public Schools high schoolers, with the messaging of filling out the FAFSA enrollment form and driving traffic to Achieve Atlanta FAFSA workshops. We did research into the parents’ communication behavior and based our tactics on the insights that we gained—for example, their media consumption habit was the foundation for our recommended media plan. Our campaign tagline was “My Time. Their Future.” (hashtag #MyTimeTheirFuture). This messaging spoke to the idea that just a little bit of the parents’ time completing the FAFSA application would positively impact their children’s future. The services TDW+Co provided included creative development, building relationships with local churches, local influencer marketing, and social and traditional (print and radio) media advertising.