Meet Today’s Student: Educating Policymakers about the Needs of Higher Ed Students
Lumina Foundation had a theory. If policymakers could better understand student needs, they could better address graduation rates. To help break through the “college student” stereotype, Lumina engaged our digital expertise.
Meet Today's Student
These are the types of issues that policymakers must understand in order to help more students succeed. So to raise awareness, we undertook a multi-layer digital campaign.
We first identified key messages and imagery that would resonate with Hill staffers.
With creative in place, we were ready to launch. We used advanced geo-targeting and digital personas to pinpoint Congressional staffers across the web. We saturated the audience with Lumina Foundation’s message using a range of techniques:
- Display ads caught attention and drove traffic to special landing pages
- Promoted social content prompted engagement and drove traffic to an interactive quiz
- Content discovery ads recommended Lumina Foundation articles for users reading news and political pieces online
- An awareness-lift survey measured the campaign’s success
Online Meets On-the-Ground
To augment the digital campaign, we developed print collateral. We delivered these in-depth materials on foot to every House and Senate office and relevant committee staffers. These staffers, who had seen our digital content for weeks, largely appreciated this effort. Many expressed interest in following up with Lumina Foundation executives.
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