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North Dakota Dollars for Scholars
Public Relations Component
Serviced by Flint Communications
Together with North Dakota Dollars for Scholars (NDDFS), we developed a program to nominate and honor North Dakotans who inspire and motivate. The ultimate goal of the program was to change attitudes among our youth, from “what can I accomplish, I’m from North Dakota” to “growing up in North Dakota provides many advantages in reaching one's goals.” We also wanted to raise awareness and funding for post-secondary education for North Dakota youth through NDDFS.
In addition to supplying research and consultation on the nomination process and criteria, we recommended naming the program Celebrate North Dakotans. We then planned and produced the announcement, promotion and publicity surrounding the nomination process, then the promotion and publicity for the celebration event.
Our tactics included press conferences, newspaper ads, on-air radio and TV interviews, a nomination option added to the NDDFS website and direct mail to all North Dakota history and language instructors.
From a pool of nearly 500 nominations received from all over the state and from all age groups, ten honorees were chosen. Stories about the ten celebrated North Dakotans ran in newspapers around the state, with three papers doing extensive features stories over several days. On-air interviews were also held with several honorees the night of the event.
The program and the celebration event successfully resulted in extensive awareness of the North Dakota Dollars for Scholars program and ten new scholarships for North Dakota students.
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