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Sallie Mae - Make College Happen Challenge Video

Gold Stevie Award Winner 2018, Click to Enter The 2019 American Business Awards

Company: Sallie Mae, Newark, DE
Company Description: Sallie Mae (NASDAQ: SLM) is the nation’s saving, planning, and paying for college company. We provide a range of information and products to help students and families make responsible decisions that are right for them—including private student loans for undergraduate and graduate students, college financial planning tools, and online retail banking products. Learn more at
Nomination Category: Video Categories
Nomination Sub Category: Events & Live Webcasts

Nomination Title: Make College Happen Challenge Video

The date on which this nominated production was first distributed or otherwise made public: April 20, 2017

Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

To reach high school students, we created a contest that challenged them to creatively answer the question, "How do you plan to pay for college?" Entries could be the form of a video, photo, essay, song, or poem—with a chance to win 10 prizes of up to $15,000 for college (seven would receive $1,000, and three would win $8,000, $10,000, or $15,000). Over 1,000 students creatively answered and 10 talented winners were selected. To announce the winners, we hosted a Facebook Live event to celebrate their accomplishments and announce how much money each had won for college.

Since the winners were Skyping into the event—rather than appearing in person—we held the celebration at a local studio with a host and Sallie Mae employees celebrating the winners with personalized props and—of course—big checks. The event was viewed by 3.7K people. Afterwards, we created a summary video that reduced the 20-minute Facebook Live event into a 1: 45-minute highlights piece. The highlights video successfully captures the essence of the winning entries (and their creators) while reflecting the excitement of the participants. To date, this highlights video has had more than 2,000 views.

List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

The Creative Agency at Sallie Mae
Jennifer Camelio, Sr. Director, Creative Services
Zachary Swain, Manager, Video Production
Lilly Lowe, Copywriter
Tiffany Warren, Sr. Interactive Designer

Sallie Mae Brand Team
Liz Robinson, VP, Creative Services and Brand Management
Laura Wessells, Sr. Director, Brand
John Shahbazian, Director, Brand
Kathleen Matatall, Sr. Brand Associate
Jenny Cook, Brand Lead