Red and Yellow Case Study

PIONEER FULL BURSARY WITH
RED AND YELLOW

red_and_yellow

Engagements: N/A

Applications: 1 950

Shortlisted: 44

Recipients: 3

Location: 100% online

Turn around time: 10 days

About Red & Yellow

The Red & Yellow Creative School of Business is a private institution that exists for the single-minded purpose to prepare students for career success in the future, not the past. The institution has been driven and inspired by this purpose for 20+ years now and is focused on equipping humans for the 21st Century realities. 

The institution often has exciting opportunities that arise from the digital explosion and the ever-increasing pervasiveness of technology. The Red & Yellow Creative School of Business believes in meaningful learning over teaching and preparing their students for applying relevant skills to real-life problems.

The Situation

At the time of the campaign, our goal was to give away 12 weeks worth of bursaries to qualified applicants through our #FundaFriday bursary campaign and this Red & Yellow campaign would be the very first of 12! In light of the new normal of remote learning and Red & Yellow also wanted to amplify the engagement with their online programme amongst the youth and generate leads for their future programmes. 

Red & Yellow was already a cherished partner of ours due to the shared value of curiosity and the desire to develop young people, so it made sense to us that we partner with the organisation for the first bursary campaign.

Special Ingredient

Young people interested in business and digital marketing are expected to have a high problem-solving aptitude, to test this, the infamously difficult DMAT test as a psychometric test was the ideal curated screening tool as a challenge for applicants. Members were therefore offered a gamified test experience

Gamified experiences highlight candidates who are goal-oriented, who are driven by a high sense of power and who are motivated by membership and belonging. These are all values that signalled high-quality candidates to Red & Yellow that could be approached for higher accredited programmes. 

This profile also increases the likelihood that these candidates will succeed in the programmes and make them potential students for postgraduate courses.

The Task

The candidate brief was as follows: 
  • Number of candidates: 3
  • Location: 100% online
  • Qualification: Bachelor of Commerce
  • Employment status: Unemployed and currently not studying
  • Professional communication: 80%
  • Growth Mindset: 80%
  • Available for interviews: Immediately 
  • Available to start: February 2021
  • Extras: Laptop, accommodation, meals, books and stationary

The Action

The trusted Knowledge Trust community had grown to over 75 000 members who were fully engaged with our platform and excited by the possible bursary giveaways in the bursary lottery.

  1. Access the existing community via the weekly newsletter which receives high engagement, social media and SMS marketing
  2. Send targeted emails to members that have applied for similar opportunities.
  3. Utilize our Bounty Hunter Referral program

Partners who helped us

red_and_yellow

Engagements: 

Applications: 1 950

Shortlisted: 44

Recipients: 3

Location: 100% online

Turn around time: 10 days

The Results

The campaign for 2 Bachelor of Commerce bursaries valued at R66,000 each resulted in 1,950 qualified applications, 44 shortlisted candidates and 2 lives were changed!

Collaborate with us as a partner to gain qualified leads, high brand recognition amongst your desired market and do your share in philanthropy!

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