Promoting Government Programs
National Institutes of Health
Sage and Discovery Logic worked together to help the National Institutes of Health promote their undergraduate scholarship and loan repayment programs (LRPs). NIH uses these LRPs to recruit and retain highly qualified professionals for careers in research, but they must increase the number of applications submitted each year in order to continue the program. Sage and Discovery Logic developed a marketing communications plan aimed at potential candidates.
The National Institutes of Health use undergraduate scholarship and loan repayment programs (LRPs) to recruit and retain highly qualified professionals for careers in research. The LRPs repay up to $35,000 of educational loan debt annually for individuals who agree to conduct at least two years of qualified biomedical or behavioral research at a non-profit institution of their choice. However, part of the criteria NIH must meet in order to continue these programs is to increase the number of applications submitted each year. Sage and Discovery Logic developed a marketing communications plan aimed at potential candidates in a wide variety of fields to elicit their participation during the application process.
To increase awareness of the NIH loan repayment programs among qualified professionals and raise the number of applications for these programs each year.
To look for messages that would resonate with potential applicants and drive qualified individuals to the LRP website, Sage read through volumes of medical journals to find the hot-button issues affecting researchers. The agency developed 100 unique ads with headlines like “I want to find a cure for SARS, not worry about my student loans,” and placed these ads in over 300 medical journals.
Since Sage began working with NIH, the organization has received more applications every year. In 2007, the campaign increased applications by over 10%, and NIH renewed the contract with Sage and Discovery Logic for the following year.