Finish Your FAFSA: A Campaign for Educational Access
Expertise Delivered
Public Relations, Graphic Services, Video Production, Messaging Strategy
The Challenge
In Wisconsin, FAFSA completion rates plummeted. By April 2024, only 29.5% of high school seniors had completed the FAFSA, a drop of over 8,000 applications compared to the previous year. This decline posed a direct threat to college access, especially for low-income, rural, and first-generation students.
The Fair Opportunity Project, a national nonprofit dedicated to educational equity, partnered with The Creative Company to launch an urgent statewide awareness campaign. The mission: reach students in need and increase FAFSA completions before the opportunity for financial aid disappears.
Our Approach
The Creative Company designed and executed a multi-platform public awareness campaign centered on access, urgency, and empowerment. Our approach emphasized free, one-on-one support, reaching students where they were: online, in schools, and through trusted local organizations. We developed a campaign that combines human-centered storytelling with actionable next steps for students and their families. The messaging focused on what students stood to gain, up to $15,000 in aid, and provided simple ways to get help completing the FAFSA.
Key tactics included:
- Strategic Media Outreach: Pitched the story across regional media outlets with a clear call-to-action to get FAFSA assistance and to complete the FAFSA.
- Graphic Services: Designed campaign graphics and video content to be posted across Facebook, Instagram, and Twitter (X) to reach high school students and their families.
- School-Based Promotion: Worked with the Wisconsin Association of Independent Colleges and Universities’ (WAICU) schools to distribute posters and communication reminders to students.
- Community Collaboration: Partnered with organizations WAICU and the Wisconsin Policy Forum to amplify credibility and broaden impact.
Increased Reach & Impact
Expanded Awareness, Completion Gains
The “Finish Your FAFSA” campaign began with Creative Company in April 2024. At that time, there were just over 18,000 high school seniors in the state who had completed their FAFSA. By the end of our campaign:
- More than 30,000 high school seniors from Wisconsin communities completed their FAFSA.
- In mid-July, the completion rate in Wisconsin had risen to 42%. That’s a 12% increase since the start of our partnership.
- Educators and community leaders enthusiastically supported the campaign, helping to spread the word in classrooms and online.
HS Class of 2024 FAFSA Completion Through All, By State, % Change in FAFSA Completions by % of Seniors Completing (Size Weight: # of FAFSAs Completed) by the National College Attainment Network.
Raising Awareness, Driving Action
Before the campaign launched, FAFSA delays were a significant but underreported issue in Wisconsin. Through a strategic PR push, The Creative Company helped bring the crisis to the forefront of public conversation, transforming a silent problem into a shared priority.
- Media Reach: The campaign secured over 40 earned media placements across digital, print, radio, and TV, including coverage in key outlets such as CNN, Wisconsin Public Radio, Madison.com, and CBS 58.
- Social Media: Used media platforms to inform students and families about the critical importance of FAFSA completion and the free services available from Fair Opp. Conducted targeted social media campaigns with branded graphics to reach high school seniors and their families with reminders and information on scheduling free FAFSA appointments.
- Trusted Messenger Impact: By aligning with respected education-focused organizations, such as WAICU and the Wisconsin Policy Forum, the PR efforts gained credibility and awareness, leading to broader community engagement.
Thanks to this wave of sustained media attention, the issue became top of mind for school administrators, parents, and policymakers across the state. The public relations strategy didn’t just tell the story; it shaped the conversation. Through a collaborative and mission-driven approach, The Creative Company once again delivered on its purpose: amplifying impact through purposeful public relations.