PRIMO is a scholarship program for dental and medical students who agree to stay in rural areas after graduation.  We combine a radio campaign to highlight a “student of the month” with a Web component that includes a longer audio interview with the winning student.

We’ve recently expanded our work beyond the PRIMO Scholar campaign, to include a social networking component. A Learfield producer will oversee content for Facebook, reaching out to potential students, engaging them in conversation, and helping participants tell their own stories.  It’s word-of-mouth marketing that enlists enthusiastic participants to help spread the word about the program.