Athens State University was awarded a grant to recruit minority males to finish their degree in education with fully funded tuition, books and housing expenses. The State of Alabama issued the grant to address the growing shortage of teachers and to have more minority male teachers in the classroom as role models.
TotalCom was challenged to do a campaign to recruit prospects who had completed at least 24 hours of college credits and could satisfy all other requirements standard to College of Education majors. The campaign we produced included a 30 second radio spot that was aired on Urban radio stations in the North Alabama market as well as a targeted digital campaign with an emotional appeal to be the role model that many children are lacking. The campaign resulted in 15 accepted students, which was the maximum amount the grant covered, and several students waitlisted.