Sallie Mae - Motivational Video
Company: Sallie Mae, Newton, MA
Entry Submitted By: DiMassimo Goldstein
Company Description: Sallie Mae has helped more than 30 million Americans save, plan, and pay for college--thus offering them the key to a better life. In Sallie Mae’s 40 years, they have developed responsible education loans and innovative programs to help families start saving for college. Above all, they are committed to helping turn their customers’ dreams of higher education into a reality.
Nomination Category: Video Categories
Nomination Sub Category: Motivational
Nomination Title: Bridging the Dream - Kendal's Story
The date on which this nominated production was first distributed or otherwise made public: April 18, 2016
Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Sallie Mae is a leading provider of student loans. With a growing national conversation around student debt, Sallie Mae faced the challenge of shifting their public perception from a corporate loan provider to a partner and resource for college-bound students and their families.
Sallie Mae's new tagline, “Let’s Make College Happen,” helped refocus the company mission and ground the campaign strategy. The “Bridging the Dream” scholarship campaign demonstrated Sallie Mae’s dedication to living their new mission. Sallie Mae reached out to guidance counselors across the country to identify four exemplary students whose college dreams were a financial stretch.
Sallie Mae set out across the country with a film crew to document these students and the obstacles that they overcame. A series of five-minute documentaries featuring these students and their support systems became the centerpiece of the campaign. In the meantime, Sallie Mae employees worked to raise the money for this new scholarship on behalf of the winner-to-be.
Sallie Mae employees raised enough money to award all students a $25,000 scholarship. The campaign has made 1.28 billion impressions. This experience changed the way that both employees and consumers thought about the brand, and made college happen for four remarkable students.
List the appropriate creative and production credits for this entry: 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:
Liz Robinson/Sallie Mae, Mike SanClemente/Sallie Mae, Creative Services Team/Sallie Mae, Alex & Aaron Craig/We Are Films/New York City, DiMassimo Goldstein/New York City, Mark DiMassimo/Chief, Lee Goldstein/President, Tom Christmann/Chief Creative Officer, Kevin Karp/Creative Director, Gary Bass/Producer, Nehal Beltangady/Brand Director, Casey Valigursky/Brand Manager, SpotWelders/New York City