A scholarship campaign has a single goal: to reach the student who needs it most and deserves it the most. And the first step toward that goal is making sure as many students as possible are aware of the opportunity. Our contribution to the Vehbi Koç Foundation’s scholarship program stems from this clear and simple perspective.
Since its establishment, the Vehbi Koç Foundation has worked to promote equal opportunities in education. Its scholarship program has long supported students from various universities in line with this mission.
This year, for the first time, we took a completely new approach to promoting the scholarship. Over the course of a six-week communication campaign, we identified specific target groups via Facebook and reached out to candidates at 11 universities with personalized ads—literally one by one.
During the campaign, we realized that despite the Vehbi Koç Foundation’s strong reputation as a well-established and prestigious institution, there was a lack of awareness on campuses. Many students either hadn’t heard about the scholarship or assumed the Foundation’s expectations were too high to meet. In response to this perception, we answered more than 400 individual questions. We redesigned the application process and rewrote all response emails with a fresh, student-centered tone.
As a result, we generated significantly higher traffic and collected many more applications than in previous years. The campaign also provided valuable data to further improve the program.
Our scholarship campaign for the Vehbi Koç Foundation not only used modern digital communication techniques to reach the right candidates more effectively, but also contributed to the growth of the students who received the scholarships—and to the evolution of the scholarship program itself.
