Case Study #1:
Google & Scholly Partnership
The Challenge
The scholarship was created after leaders at Google noticed a large drop in the number of women of color taking and completing computing degrees. Their team decided to partner with my company, Scholly, to sponsor a new scholarship program supporting women of color to pursue higher education in tech fields.
The goal was to design a multi-platform campaign that would reach the right students, generate meaningful engagement, and uphold the brand equity of both organizations. This required a well-orchestrated marketing strategy with attention to scale and inclusivity.
The Process
I led the development of the scholarship landing page, ensuring it was visually compelling, mobile-friendly, and optimized for SEO terms like “women in tech scholarship,” “Google scholarships,” and “STEM financial aid.”
Working with our internal design team, I oversaw the creative direction for graphics and content. On the outreach side, I built a multi-stage nurture campaign in Braze, segmenting 2.5M+ users by field of study, location, and gender identity to send personalized messaging.
I also partnered closely with our social media team, PR team and university outreach coordinators to amplify the campaign across press, social, and campus channels.
The Results
The campaign was a huge success; our outreach, alongside our targeted segments, led to an excellent, highly-qualified applicant pool that aligned perfectly with Google’s goals. Along with a high converting landing page, we had a 30+% open rate in our nurture email series, with a 12% CTR; our team was very excited with the campaign’s high engagement.
Post-campaign, the internal feedback from Google was glowing. It reinforced Scholly’s reputation as a trusted scholarship platform.
Key Takeaways
1. Personalizing email nurture flows based on user attributes significantly boosts engagement.
2. High-quality SEO landing pages increase trust and drive conversions.
3. Cross-channel promotion (email, PR, social, and partner orgs) and collaboration are essential when working at scale.