10th Annual Shorty Awards Categories

The 10th Annual Shorty Awards will be held April 15th, 2018 in NYC. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 1st Annual Shorty Social Good Awards

Good Things Come to Those Who Plan

Entered in Contest or Promotion

About this entry

Sallie Mae's "Good Things Come to Those Who Plan" contest had multiple objectives:

According to "How America Pays for College 2015," the national study conducted by Sallie Mae and Ipsos, nearly all (97%) of American families believe that college is an important investment in their child's future, but only two in five families have created a plan to pay for it. The study also showed that students in families who do have a plan are more likely to pursue a bachelor's degree, and they borrow 40 percent less than students in families without a plan.

Sallie Mae's intent with this contest was to help demystify the planning-for-college process and show students and families how easy it is to get started. With a plan in place, it's easier to talk about costs, explore options, and make college happen.

Why does this entry deserve to win?

Key elements of our strategy were to:

We employed the following tactics:


The contest met its objectives and was, by all measures, a huge success.

The goal was to generate 5,000 entries, with a "stretch" goal of 7,500 entries. In actuality, more than 15,000 entries were received.

The contest reached more than 2 million people on social media, and there were more than 1,000 engagements, e.g., likes, comments, shares, etc.)

The contest generated 3,000 registrations for Sallie Mae's college planning tools, and 257 student loan applications, significant increases from the average monthly volume generated by social media.

As of December 17, 2015, there have been 5,385 video views on Facebook. The videos effectively captured the emotional reactions of each winner, conveyed Sallie Mae's commitment to helping families plan for college, and reinforced Sallie Mae's brand promise to help families make college happen.

In June 2015, the month after we announced the contest winners, we reached 245 million impressions of "Plan for College" topics via news media coverage, nearly five times higher than the 51.4 million "Plan for College" news media impressions generated in June 2014. We attributed most of this increase to the "Good Things Come to Those Who Plan" contest. We received especially good coverage from the NBC and Fox affiliates in Jupiter, Florida.

We added the email addresses for all of the 15,000+ contest entrants to our database for use in future customer and prospect marketing activities.

Perhaps the ultimate proof of the contest's success is the company's decision to repeat it, beginning in January 2017.


Video for Good Things Come to Those Who Plan

Produced by

Sallie Mae


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow,, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

late Deadline for Brands & Organizations

02 . 22 . 18