Build Dakota - Skilled Scholars
It started with a can’t-miss message: Full-ride scholarships to South Dakota tech schools! Guaranteed to get noticed! But we didn’t stop there. We started digging and uncovered an even bigger motivator for Build Dakota: Excellent long-term earning potential for tech school graduates, when compared to certain four-year degrees.
The resulting campaign positioned students as Skilled Scholars – and the scholarship as “the full ride that can take you anywhere.” A diverse media mix included TV, radio, digital, outdoor and social media throughout South Dakota and the surrounding states.