Sending an Education Non-Profit to the Front of the Class
What if there was a proven way to help motivated, high-achieving students from low-income families get into some of the best colleges and universities in the country? A non-profit called NJ S.E.E.D.S. did just that with a program focused on Scholars, Educators, Excellence, Dedication and Success. They engaged Rosica to raise awareness of their rigorous College Preparatory Program (CPP) so that they could secure donor support and attract eligible students. In less than six months Rosica generated more than 15 million consumer impressions to help achieve those goals.
Rosica developed a two-part strategy to tell the story through the students’ voices and leverage statistics proving that the program worked. We capitalized on the timely graduation and college decision period to successfully place CPP in national and regional/New Jersey media, including WABC-TV New York; MSNBC.com; the Newark Star-Ledger, Trentonian and many more. Each focused on the personal journeys of the students and delivered compelling NJ S.E.E.D.S’ messages.
One thing that set the non-profit apart from others was its ample data proving the program’s success. This not only included the number of students accepted into top tier institutions but a corresponding number of those graduating from them. To directly reach potential donors, Rosica secured a profile in the Wall Street Journal “Donor of the Day” Column that articulated the need to support such a program.