The Challenge
The Work Ready Kentucky Scholarship is a program that provides non-traditional students with free tuition for a number of workforce training courses. Despite the advantages of the program, applications for the scholarship were dwindling. They needed some buzz and a little star power.
The Approach
&well worked with the client to secure a partnership with Buffalo Stille, a founding member of the Grammy nominated musical group, Nappy Roots. During the early days of touring, B. Stille had continued to work on getting a degree and was still passionate about higher education.
The Solution
Not only did B. Stille write and produce an original rap just for the Work Ready Kentucky Scholarship, but he also worked with us to create a music video and a series of digital and social ads that shone a spotlight on the program and got things moving in a positive direction again.
