Opening Doors Promise Scholarship Campaign

English / Spanish zipper pull, fold-out mailers stacked. Copyright 2024 College of the Mainland.

English / Spanish zipper pull, fold-out mailer fully opened. Copyright 2024 College of the Mainland.

December 2023 Galveston Daily News half-page newspaper ad. Copyright 2024 College of the Mainland.

NEED
Develop themed marketing materials geared towards recent high school graduates in the college’s taxing and service districts to drive awareness for the “Opening Doors Promise Scholarship” program (which allows students to attend College of the Mainland for free). Channels will include social media, YouTube (15 second video), billboard (OOH), print mailer with a magnet and sticker swag sheet, print flier and web landing page (com.edu/promise).

APPROACH
Collaborating with the team, I contributed to the messaging ideation for an authentic high school tone. My design approach presented a minimalist approach utilizing a limited color palette for a bold, striking appearance. I incorporated photos of actual students for authenticity, as well as architectural campus photographs giving pieces a visually disruptive edginess for high school audiences. With a tight timeline to push out, the video was created in a few hours.

RESULT
Billboards went up while mailers hit mailboxes in early December 2021 and participation in the Promise Scholarship program has been strong for Spring 2022.

ROLE
Research and strategy, branding, graphic design and layout, photography support and copywriting strategy support