Achieving Historic Account Openings with a Strategic Multi-Channel Campaign
Record-Breaking Enrollment for Education Savings Program
The Communications Group helped an education savings program achieve its highest number of accounts opened in a single month. By combining paid and earned media efforts, the campaign effectively connected with new parents and grandparents, reinforcing the importance of early financial planning for education.
Background
The education savings program offers families a tax-deferred way to save for future education expenses. While the program had seen steady enrollment, it struggled to raise awareness among key audiences and inspire action. ComGroup was engaged to develop a strategy that would amplify the program’s message, reach the right audiences, and increase account openings.
The Challenge
Despite its benefits, the program faced key challenges:
- Low brand awareness among new parents and grandparents.
- Lack of an emotional connection to motivate action.
- Unclear audience targeting, making it difficult to maximize media effectiveness.
To drive engagement and enrollment, ComGroup needed to create a compelling and targeted campaign.
The Solution
ComGroup executed a multi-channel campaign designed to increase awareness and encourage families to open accounts. The strategy included:
- Emotional Story Telling – Messaging focused on the impact of saving for a child’s future, resonating with parents and grandparents.
- Paid Digital Advertising - Targeted social media and Google search ads to drive awareness and conversions.
- Video Production – Created a streaming TV ad to improve reach and cost efficiency, replacing underperforming broadcast promotions
- Print Advertising – Placed ads in statewide and regional family-focused publications to target key audiences.
- Earned Media– Secured TV interviews featuring subject matter experts to highlight the program’s benefits.
- Organic Social Media – Maintained a consistent presence across Facebook, Instagram, and LinkedIn to drive engagement.
By delivering inspirational messaging across multiple touchpoints, the campaign created a strong emotional connection with the target audience and motivated action.
The Results
ComGroup’s strategic marketing efforts led to record-breaking success, significantly increasing awareness and engagement among the program’s target audience. By leveraging a mix of paid and earned media, the campaign not only drove immediate results but also established a strong foundation for long-term program growth.
- Record-breaking number of new accounts opened in a single month.
- Higher audience engagement and awareness, ensuring continued interest and participation.
- Optimized ad performance, with digital and streaming TV campaigns delivering improved cost efficiency and expanded reach
This integrated approach successfully elevated the program’s visibility, deeply resonated with its audience, and set a new benchmark for future marketing initiatives
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