There's only one job of a scholarship campaign: To reach the most deserving students among those who need it most.
The Vehbi Koç Foundation has been working since the day it was established to contribute to equal opportunities in education. The foundation's scholarship program has been offering scholarships for students to a variety of universities for many years.
This year was the first time we witnessed a completely different way of promoting these scholarships. The one and a half month campaign used targeted marketing on social media for the first time, and reached each potential nominee from 11 universities covered by the scholarship. As we identified and reached out to our correct audience, the result was vastly improved engagement levels.
Sometimes a communication campaign is about more than sending a message. By communicating with students on an individual basis, we figured out their thoughts on the scholarship program. We evaluated their perceptions, described lesser-understood elements and corrected perceived mistakes. In this way we were able to develop the program and obtain valuable data.
Using contemporary digital communication techniques, the Vehbi Koç Foundation scholarship didn't just reach more appropriate candidates, but also contributed to the development of scholarship students and to the development of the program itself.
