Arizona FAFSA Coalition
The Spark
As Arizona’s need for talent grows, there is a push to engage more students in postsecondary opportunities, from certificates to college degrees. Filing a FAFSA (Free Application for Federal Student Aid) is a key indicator of whether a student will enroll in postsecondary education, but it’s also an area where Arizona students lag, placing the state 49th for completion of the FAFSA.
The Work
A collective of educators, nonprofits, foundations and community champions came together to raise awareness on the importance of the FAFSA, starting in 2020. With the support of Cox Communications and Free Range Productions, we were able to develop a stable of English and Spanish creative for the organizations to use on their marketing channels and externally.
Video
The goal was simple: show students they can take control of their future through FAFSA, and that there’s support along the way.
Social Media Campaign
In addition to video, we ran social and digital marketing, as well as paid search, using a suite of assets in English and Spanish, enforcing that students can get cash for class if they file their FAFSA.
Landing Page
A landing page, available in English and Spanish, with a clear calls to action and partner resources was created as a space to send all traffic: azfafsa.org.
