Athens State University filled all the possible spots for a State of Alabama grant to encourage African American males to earn their education degrees with housing, tuition and books to be covered by the grant in 2019-2020.
The grant was renewed for 2020-2021 but also added Hispanic males to the offering. TotalCom was charged with targeting the two markets, reaching young male men who are either African American or Hispanic and have completed 24 hours of college credits and meet other grant requirements.
In doing this, we utilized both Hispanic and Urban radio stations as well as a Spanish TV broadcast on the local ABC affiliate in Huntsville, WAAY TV to help reach families of prospective Hispanic males.
We produced both an English and a Spanish version of the TV spot. Also included in the marketing campaign were direct mails and targeting through social media and digital campaigns to reach prospective students.