Making a Meaningful Program More Visible:
How CLYDE Helped Sallie Reach Underrepresented Students—Fast.
S A L L I E
01 ⎹ Strategy
Despite launching three scholarship programs aimed at increasing access to higher education for historically underserved communities, Sallie Mae struggled to gain recognition for its commitment to educational equity. The scholarships were meaningful, but the story behind them wasn’t breaking through. Without broader awareness, the impact risked going unnoticed. Sallie Mae turned to CLYDE to change that: to elevate their voice in the conversation around accessibility in higher education and spotlight the real students their programs were helping.
02 ⎹ Solution
CLYDE understood that raising awareness for Sallie Mae’s Bridging the Dream Scholarship Program—a $250,000 fund supporting students from diverse backgrounds—would require more than just promotion. To truly break through, the stories we told would have to be real, personal, and grounded in impact. We led with voice: spotlighting each individual recipient during National Scholarship Month to bring their stories to the forefront and show the tangible difference Sallie Mae’s commitment was making.
Through a strategic mix of earned, owned, and paid media, we reached local communities, social audiences, and key stakeholders—including policymakers. The campaign didn’t just amplify the message where it mattered most—it extended the reach of the scholarship itself, helping more students access support and more communities feel seen.
03 ⎹ Impact
5 years and counting. Five years after partnering with CLYDE, the Bridging The Dream Scholarship Program continues to thrive. Now a $400,000 annual fund, Bridging The Dream aids aspiring undergraduate and graduate students from historically underserved communities with tens of thousands of dollars in funding every year.
Coverage from coast to coast. CLYDE’s strategy to amplify Sallie Mae’s message spotlighted their story on a wide variety of platforms, leading to hundreds of pieces of syndicated coverage.
Key messages featured across all coverage. CLYDE successfully told Sallie Mae’s story by ensuring that all coverage CLYDE secured featured Sallie Mae’s key messaging points, driving their story and spotlighting their dedication to serving underserved communities.
Human storytelling. Real-world impact. CLYDE strategically secured interviews with Bridging the Dream’s spokesperson and scholarship recipients. By centering these authentic human stories, Sallie Mae’s story stood out in the press—and reached a wider audience.