Generation TX

CHALLENGE

The State of Texas had a problem: fast population growth with a shrinking number of students attending college. To keep the economy growing, Texas needed to increase the number of students in post-secondary education. The state identified low-income, first-generation students as the least likely to attend college. Fears about money, language barriers, facing the unknown, and leaving family were key contributors to the lack of college attendance. The state decided to tackle the problem head-on, and Generation TX was born.

SECRET INGREDIENT

Partnering with the Texas Higher Education Coordinating Board, we created a vibrant, approachable, multi-tiered campaign to get first-generation students excited about college. We simplified the college enrollment and financial aid processes, involved parents and community leaders, and created step-by-step guides to help families understand the need for college, how to make it a reality, and how to pay.

This campaign was a huge undertaking involving many people over many months. As the lead content strategist, I designed an upbeat, inspirational messaging platform to empower students and educate parents. I wrote concise, fresh, thorough copy to help students understand their choices and how to make them. From in-person events to websites and printed books, we designed a movement to build enthusiasm and foster the right attitude and mindset to create a bright future for underrepresented Texas students.