SEO Scholars is a free, eight-year academic and mentorship program that supports public high school students on the path to—and through—college. The Miami branch launched in 2023 and serves first-generation students and families across the city.
As SEO Scholars Miami entered its second year, the team was ready to grow. They had strong program outcomes and a powerful mission, but limited awareness in a city full of competing opportunities for students. They turned to Black Digital to help build a recruitment engine and reach more ninth-grade applicants—particularly in underrepresented communities.
The SEO Scholars team needed to drive qualified student applications in a short timeframe. Their primary audience wasn’t just students—it included parents, teachers, guidance counselors, and school administrators. Messaging had to be clear, urgent, and trustworthy across channels and languages.
We started by identifying key motivations and barriers among Miami families. Our strategy focused on making the application feel easy and worthwhile, using direct language (“Just 10 minutes to apply”) and values-based messaging (“Your student deserves every opportunity”). We tested content in both English and Spanish and tailored creative to speak directly to parents and educators. Lead generation ads drove traffic to a simplified landing page, while video ads built awareness and highlighted real student success stories.
Design & Deliverables
The campaign generated hundreds of leads and increased visibility in key zip codes across Miami-Dade. Applications spiked in the final weeks of recruitment, with Spanish-language ads outperforming in several target areas. Thanks to the campaign’s reach and resonance, SEO Scholars Miami is now seeing stronger recognition among local schools and families—and a more confident pipeline for future classes.
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