MAKING THE GRADE
Driving applications for STEM scholarships
6 million
TOTAL MEDIA REACH
300%
YEAR-ON-YEAR INCREASE IN SCHOLARSHIP APPLICATIONS
50+
PIECES OF COVERAGE - NATIONAL AND REGIONAL
What was the challenge?
cab campaign was challenged by the Millennium Point Trust to increase awareness and applications for its scholarship programme (launched in 2015), which sees one undergraduate win a fully paid-for STEM degree.
MPT particularly wanted to see more applications from the BAME community and households where studying at university was often out of reach due to income and funding.
TARGET KEY DEMOGRAPHIC
Drive more APPLICATIONS
RAISE AWARENESS OF THE TRUST'S STEM AGENDA
Our approach
We worked with Millennium Point to provide PR support to its in-house marketing and events team in delivering a comms strategy and plan to drive applications for the scholarship, which included pulling together a panel of expert judges for the grand final, and provided events assistance on the day of the awards.
Members of the cab campaign team worked with Millennium Point over the course of six months in organising a press/trade open day; a city centre stunt; crisis comms; liaising with trade media on editorial thought leadership and comment opportunities.
6 MILLION
TOTAL MEDIA REACH
300%
YEAR-ON-YEAR INCREASE IN SCHOLARSHIP APPLICATIONS
50+
PIECES OF NATIONAL AND REGIONAL COVERAGE INCLUDING THE SUN, FE NEWS & BBC MIDLANDS TODAY
cab campaign are a delight to work with. Jon, Ally and the team took their time to understand the Charitable Trust and the goals of the project before implementing a sound strategy to help us achieve results. Their communication was faultless and they delivered on their brief to an excellent standard – successfully helping us to raise the profile of the scholarship and the wider remit of the Millennium Point Charitable Trust
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