The University of South Alabama Board of Trustees approved a new talents and abilities scholarship that was designed to attract additional out-of-state students to the university. The goal of this scholarship was to further diversify the student population, and to attract talented out-of-state students who contribute to the local and state economy during their education and who, in many cases, remain in Alabama and continue to contribute as residents. Through this scholarship, the university is able to offer in-state residency for tuition purposes to out-of-state undergraduate students who meet the academic requirements to be awarded certain scholarships for academic merit at the time of admission. Although the scholarship became effective immediately for members of the fall 2019 freshman class, it was not feasible to mount a complete marketing campaign until recruitment began for the fall 2020 class. Thus the leadership of the university approved funding for a comprehensive digital advertising and marketing campaign aimed at recruiting additional out-of-state students through this scholarship for the fall 2020 freshman class.
From the Judges
This campaign had great results with increasing out-of-state applications through a multi-channel digital campaign. It had a successful and strategy that targeted certain demographics that promoted in-state tuition and substantial scholarships. The ads and audio were clean and effective; the creative was strong, with the "what's in out" theme. Applications went up as a result of this campaign.
