Michigan Student Aid
Summary: MI Student Aid, part of the Michigan Department of Treasury, is Michigan's primary resource for student financial aid. Its key program, the Michigan Achievement Scholarship (MAS), supports students graduating in 2023 and 2024 who plan to attend a Michigan postsecondary institution. The aim is to make college more affordable, enhance the state's talent pool, and help achieve Governor Whitmer’s goal of having 60% of Michigan adults earn a skill certificate or college degree by 2030.
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Goal: Raise awareness of the Michigan Achievement Scholarship and drive FAFSA completion.
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My Role: Social Strategy, creative consultation, implementation, and reporting.
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Tools Used: Fluency, Muse AI, Social Business Managers (Facebook, Snapchat, Pinterest), Google Ads, Google Analytics.​​​
My Contribution
Developed annual media plan for social and digital campaigns.
Managed a monthly budget of over 150K USD.
Introduced new platforms like Nextdoor and Snapchat AR Lenses to reach audiences at micro levels.
Implemented social A/B testing.
