Record Scholarship Applications Using Integrated Marketing: The Bill 7 Success Story

2022 Results

For over 10 years, we’ve worked with the Bill 7 Award Trust to help them promote their scholarships. Using an integrated digital marketing approach, we developed a strategy that included using the ScholarshipsCanada.com suite of digital marketing solutions. It also included developing and managing a social media marketing strategy on Instagram and TikTok.

But scholarships involve more than just promotion — they need to be funded — which is why we’ve been helping Bill 7 find donors for the past few years.

We’ve continued to work with ScholarshipsCanada to promote the Bill 7 Award Trust, which provides scholarships to Ontario 2SLGBTQ+ students in financial need. ScholarshipsCanada has been instrumental in helping recommend, create, and execute various marketing initiatives, including paid social media posts and email campaigns. With their support, we have been able to reach more students and increase the number of applicants to record numbers in recent years. We look forward to working with ScholarshipsCanada to continue this success and provide more scholarships to more 2SLGBTQ+ students in need.

Greg Johns

Trustee, Bill 7 Award Trust

Specifically, there are three different areas we help Bill 7 with their scholarship program:

 

    Donor Recruiting

    For organizations that need help with additional funding, we can help. In this case, we created a paid ad on Facebook and Instagram as well as a targeted email campaign.

    Paid Social Media Ad

    A paid social media ad is a great way to boost brand recognition and generate buzz about your scholarship. 

    In the case of Bill 7, we helped create and implement a paid social post on Instagram and Facebook, which resulted in 154 clicks. 

    total impressions

    total clicks

    Email Campaign

    Objective

    To generate donors for the scholarship.

    Target Audience

    Ontario residents aged 30+ with an interest in the LGBTQ+ community.

    Method

    We sent a total of 2 emails to the target audience. 

    Subject Line

    Jamie, want to support Ontario’s LGBTQ+ students?

    Preheader

    The Bill 7 Award Scholarships give 2SLGBTQ+ students in Ontario access to higher education through scholarships — so ahead of the 2022 awards season, we’re looking for donors like you to contribute.

    Opterus Email Template

    total sent

    %

    unique open rate

    people engaged

    Scholarship Promotion

    Arguably one of the most important aspects of any scholarship program is promotion. Not only do you want to ensure that you reach lots of students, but reaching the right students is really the key, especially when you’re targeting a specific audience.

    In the Bill 7 case, we used a combination of featured scholarship, paid social media posts, and email marketing to spread the word about the scholarship.

    Featured Scholarship

    A featured scholarship listing means your award will display on the main page of ScholarshipsCanada.com.

    In this case, Bill 7 featured their scholarship for a total of 2 months leading up to the application deadline.

    Opterus Email Template

    total views

    total clicks

    Paid Social Media Posts

    Paid social media posts are a good way to build brand awareness and boost recognition about your scholarship. 

    In the Bill 7 case, we helped create and implement ads on Meta (Facebook and Instagram) as well as TikTok.

    Meta Ad

    total impressions

    total clicks

    TikTok Ad

    total impressions

    total views

    Drip Email Marketing

    A targeted email campaign means you can reach the exact type of student you’re looking for, based on a variety of parameters that include: age, location, program(s) of interest, citizenship, gender, and more.

    For Bill 7, we sent a series of emails to 3 different targets:  

    • 4 emails to 2SLGBTQ+ students living in Ontario
    • 2 emails to college administrators in Ontario
    • 2 emails to high school counsellors in Ontario

     

    Objective

    To generate applications for the scholarship.

    Target Audience

    Students aged 17-24 living in Ontario, Ontario high school counsellors, and college administrators.

    Method

    We sent a total of 8 emails to the target audiences. 

    Student Email 1

     

    Subject Line

    Kelsey, as a member of Ontario’s LGBTQ+ community, you could receive $3,500!

    Preheader

    The Bill 7 Award wants to help students like you attain their first degree or diploma.

    Opterus Email Template

    total sent

    %

    unique open rate

    students engaged

    Social Media Management

    Throughout the year, we help manage the Bill 7 Instagram account to ensure continuity all year long. 

    In the “off” months, we post once a week, while during the scholarship promotion season, we post up to 3 times per week

    The Results

    Thanks to these efforts, the Bill 7 team received more applications than ever for 2022! We’re poised to break this record for 2023, so stay tuned!

    Next Steps

    If you have any other questions, don't hesitate to reach out!

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