School Foundation Scholarship Plan (specific school redacted)

Introduction

Lawrence Township School Foundation (LTSF) was launched in  1983, and is dedicated to supporting MSD of Lawrence Township teachers and students by funding programs beyond the scope of tax dollars. One of the programs the Foundation has developed is the Lawrence Township School Foundation scholarships program. These scholarships, intended for pursuit from high school seniors at  Lawrence Township School District, includes over 20 different titled scholarships totalling to over seventy thousand dollars. 

Objective

Increase awareness of the LTSF scholarship program by 80% among Lawrence Township school seniors planning to pursue higher education by May 1st, as evidenced by increased applications and survey responses.

Situational Analysis:

External factors that are worth keeping in mind as this plan is created include:

• Political:

  • Cell phones are banned in Indiana schools. Thus any online advertising, especially through social media, should be outside of school hours. Because of this recent change, the foundation should ensure that print marketing materials and word-of-mouth marketing are more targeted to the students than they had been in previous years. 

• Economic:

  • State funding for high schools and universities

  • Grant funding available and granted to the foundation

• Social: 

  • High school graduation rate at the district is 6% higher than the state average.

  • College enrollment increased 2% in Indiana between Fall of 2023 and Fall of 2024 and is anticipated to increase again this year. That said, higher education pursuits are approximately 55% in the state of Indiana. As such, the foundation  should anticipate an increase in applications

  • A majority of students pursuing higher education in Indiana choose to enroll in public schools (80%). This may impact the need for scholarships, as public schools are perceived to be cheaper.

In terms of competition, the foundation is competing for the attention of the students amongst a vast array of stimuli received daily and - often overwhelming- information regarding higher education. Gen Z is believed to only have an attention span of 8 seconds, so marketing needs to grab and keep their attention (often on multiple occasions, most marketing theories suggest at least seven times) to change their awareness. In order to remain top of mind as students begin/continue to explore higher education opportunities, the Foundation should focus its promotion strategy on connecting with the values their students place the most emphasis on in decision-making. 

Target Market:

The Foundation’s scholarship program should target the following demographics:

• High school seniors within the district

• Parents from Generation X and Baby Boomer generations

• Baby Boomer grandparents

• Staff members, including advisors, teachers, coaches, and other key figures

Additionally, personalized marketing could prove valuable, especially as technology enables more targeted strategies. Specific segments that could benefit from tailored outreach include:

• Black students and parents

• Hispanic students and parents

• English Language Learner students and parents

• First-generation college students

• Low-income students and parents

• Single-parent households

Target Market:

Promoting the Necessity of Scholarships

Gen Z students are increasingly focused on pursuing degrees that promise financial stability. They need to understand that the time and energy invested in applying for these scholarships will lead to tangible rewards, both in terms of the application process and the eventual financial assistance provided (National Society of High School Seniors, 2024).

Similarly, Gen X parents tend to thoroughly research major decisions and value detailed, upfront information. By presenting all relevant scholarship information clearly and concisely, The Foundation will be more likely to gain parental support for their child’s participation.

Promoting the Ease of the Scholarships

Gen Z and Millennial students value accessibility and convenience. With attention spans believed to be as short as eight seconds, marketing content must be attention-grabbing and easily digestible. Highlighting the ease of applying for the scholarships through simplified guides, student “influencer” application videos, and clear instructions will appeal to this demographic.

Segmenting Digital and Print Marketing

Content should be tailored to the channels that resonate most with each target group. Social media platforms such as Instagram, Threads, TikTok, and Snapchat are ideal for reaching students, while Facebook, print, and radio are more effective for engaging parents.

Additionally, partnering with recent alumni or local student influencers to share testimonials about the scholarship application process could be valuable. Gen Z places significant trust in peer opinions and social media influencers, making this an effective strategy for encouraging participation.

Email marketing will also be a key part of the campaign. Despite the digital age, Gen Z still engages with email marketing, and it can help bridge the gap caused by the cell phone ban in schools. Email content should focus on the benefits of applying for the scholarships and include calls to action that encourage students and parents to share the information with others.

Making Scholarship Materials Accessible

Given that 19.7% of students in the district are English language learners, and 39.4% of parents do not primarily speak English, The Foundation’s marketing materials should be available in English, Spanish, and Haitian Creole, especially if the scholarship application process is accessible in those languages.

Leveraging Staff Support

Teachers, coaches, counselors, and other school staff are often eager to assist students in their academic and personal development. The Foundation should encourage staff to promote the scholarship program, potentially even dedicating class time for students to work on their applications. In order to facilitate this, the scholarship application should be easily accessible from both the main district homepage and each individual high school’s page.

Nov-Dec: Develop marketing materials (launch website, print, and digital materials) and collaborate with alumni and student influencers. Brief staff on the scholarship promotion process.

Jan: Launch social media campaigns and monthly email newsletters. Distribute flyers and start sharing influencer stories.

Feb-Mar: Increase frequency of social media posts and email reminders.

April: Send final social media posts, email reminders, and school announcements.

May 1: Review scholarship application numbers and gather feedback through surveys from students and staff.

May-June: Evaluate results (applications, engagement, feedback) and use this data to refine the strategy for next year.

References

Dickler, J. (2024, July 10). Nearly half of Gen Zers get help from the Bank of Mom and Dad, report finds. CNBC. https://www.cnbc.com/2024/07/10/report-nearly-half-of-gen-zers-get-financial-help-from-their-parents.html#:~:text=Today%2C%2046%25%20of%20Gen%20Zers,affordability%20are%20largely%20to%20blame.

National Society of High School Seniors (NSHSS). (2024). NSHSS 2024 gen Z career interest survey: National society of high school scholars. 2024 CAREER INTEREST SURVEY. https://www.nshss.org/resources/career-interest-survey-2024/

Students are more likely to attend college if they believe family can afford to pay. National Center for Education Statistics. (2022, January). https://nces.ed.gov/whatsnew/press_releases/1_12_2022.asp

Vasey, G. (2024, February 21). Gen Z consumers seek authentic brands they can trust. CX Today. https://www.cxtoday.com/voice-of-the-customer/gen-z-consumers-seek-authentic-brands-they-can-trust/#:~:text=One%20survey%20found%20that%2082,that%20contributes%20to%20social%20causes.