Winner: PricewaterhouseCoopers
Campaign: Impact*: Taking Bright Minds Further
According to 2007 data from the U.S. Census Bureau, only 19% of the country's African-American population has a bachelor's degree. As a result, university admissions
offices nationwide are continuously looking for ways to identify minority members as potential students.
The statistics also prompted PricewaterhouseCoopers to turn its attention to create Impact*, an educational development program that would inspire African-American
high school students to pursue a post-secondary education.
Hit The Books
To set the program's wheels in motion, PwC execs established a team comprised of leadership from the company's Office of Diversity, as well as an independent certified
educational consultant to provide input into the development of program curriculum, mentor training and workshop materials.
Then, the team launched a targeted integrated multimedia promotional campaign designed to raise awareness about and generate recruitment for the Impact
- education
program, which helps participants navigate the college application process. The components of this campaign included:
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PwC PR team support;
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Customized mailings;
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PwC-branded Impact* marketing collateral;
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Dedicated Web site; and,
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Branded giveaways.
Best In Class
In less than one year, the program reached approximately 155 high schools and
community and faith-based organizations that serve the program's target population.
Additionally, 56 high school juniors were selected for the inaugural class of
Impact* scholars.