Go Blue Guarantee Campaign

Raising awareness about affordability at U-M

Awareness and lead generation campaigns highlight the Go Blue Guarantee via compelling creative targeting a diverse set of audience around the state, including prospective students, parents, high school staff and policymakers. Most recent GBG campaigns employ direct mail, radio, out-of-home, connected TV, social media, SEM and other digital channels to reach candidates across the state, from the Upper Peninsula to West Michigan to Metro Detroit.

Services

Content & SEO strategy Wireframes Information Architecture Content Development Website Design Website Development Video Production Display & Signage Digital Marketing Strategy

Challenge

To raise public awareness about the university’s commitment to making U-M affordable and accessible to qualified undergraduate students and their families.

Outcome

Delivered over 40 million targeted impressions in FY24 Contributed to the university’s record-setting application volume in 2024, which included a 17% increase in applications from students with self-reported low-income backgrounds

Project Goals

Increase application and enrollment rates among high-achieving, in-state students with family incomes below $75,000

Raise awareness about U-M as an affordable, high-value institution that is within reach to qualified in-state students of all income levels

Communicate that U-M is affordable for all in-state students, including those with family incomes above $75,000

Communicate that U-M is the most affordable public university in the state for students with financial need

Reach influencers in the college application process

Encourage influencers to help disseminate the facts around U-M’s affordability

Educate the target audience on financial aid and the application process