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Go Blue Guarantee Campaign

A Case Study

In partnership with the Office of the President, Provost and Enrollment Management and the Office of the Vice President for Communications, Michigan Creative develops and manages an integrated marketing communications campaign in support the university’s Go Blue Guarantee efforts.

Raising awareness about affordability at U-M

The Go Blue Guarantee (GBG) was launched in 2017 as the University of Michigan’s commitment to cover the full cost of tuition on the Ann Arbor campus for up to four years for qualified undergraduate in-state students with family incomes of $75K or less.

Paid social media campaigns have highlighted the affordability message through student profile videos, animated GIFs and static images targeting men and women with family incomes both under and over $75K. Other tactics have included stadium/arena advertising (marquee and concourse ads and radio spots); and a variety of print collateral materials including flyers, banners and table tents for use by recruiters.

Recently an updated landing page, an email nurturing drip campaign, a Facebook – Leads Objective campaign and Google Search were added to these efforts.


To raise public awareness about the university’s commitment to making U-M affordable and accessible to in-state undergraduate students and their families. In addition to the GBG for families with incomes of less than $75K.


87% yield rate for first-years in summer/fall 2022 terms (app to matriculant) Exceeding in-state average yield of 77% Generated 3,706 total Leads across 2021-24 fall terms* +19.50% Increase in site traffic

Project Goals

Student Recruitment/Lead Generation: Increase application and enrollment rates among high-achieving, in-state students with family incomes up to $75,000 primarily, $180,000 secondarily.
General Awareness: Increase perception of U-M as an affordable, high-value institution that is within reach to qualified in-state students at all income levels.