Ohio Tuition Trust Authority
Empowering parents to start saving
Parents know saving for college is important, but getting started can be intimidating. The Ohio Tuition Trust Authority needed to win new 529 Plan enrollments by showing how even modest contributions can have major impact – as long as you start saving now.
Capitalizing on milestone events
Back-to-school time is a great opportunity to get parents thinking about their children's future. Digital video spots allowed us to capture the emotional importance of the experience, while showing how our flexible plans can maximize your savings, even if you need to start small.
Highly targeted digital
By targeting only parents and grandparents – with a special emphasis on those with kids of kindergarten age – we were able to include focused messaging about turning the money you no longer spend on preschool into college savings. Leads were driven to CollegeAdvantage.com, where users could get all the information they needed to choose a plan.
Turning up the urgency at year end
In December, the messaging emphasis shifted to the approaching deadline to take advantage of the tax benefits of 529 Plans. A second digital video spot continued the core campaign theme, but with a more time-sensitive call to action. New enrollments increased 2.3% year over year, and the total number of contributions went up 11.6%.
Retargeting builds momentum across campaigns
Parents need time to fully understand the options available to them through CollegeAdvantage. Retargeting allowed us to identify people who had shown interest and continue the discussion with them through digital outreach, including mobile banners, Facebook video, and Pandora.