The University of Michigan's College of Literature, Science, and the Arts' Kessler Presidential Scholars Program is the leading scholarship program for first-generation students, providing comprehensive support to ensure their success from the moment they enroll to after graduation. It is among the first scholarships nationwide to combine significant financial funding, community-building and wrap-around support for first-generation college students as they pursue a world-class liberal arts education. The program is unique in its breadth of resources and the way its nuanced, holistic support provides students with their own campus home.
From the Judges
Thoughtfully targeted to an audience that isn’t accustomed to personalized treatment. The entire package felt personal and went out of its way to make the audience feel special. This campaign took into account the particular perspective of the audience and the challenges they might face. They also took into account the “mother brand” and UM LSA look. Distinctive enough to stand out while staying “on brand.” No mention of outside vendors. Wasn’t just a marketing piece—created an experience for the end-user.
