CollegeWell Private College 529
Services
College Saving Starts Now
CollegeWell’s Private College 529 plan is unique and targets an affluent audience with aspirations to send their children to private universities. While familiarity with standard 529 plans is high, awareness of the CollegeWell PC529 product is low. The enrollment process must attract more legitimate, qualified prospects, targeting those most likely to complete it.
As with any college savings program, the earlier you start saving, the greater the accumulated savings benefit. And with a savings deadline exceeding 15 years, the motivation must be strong to generate new account openings.
Our solution involved targeting high-income households and those parents who were prior private university alumni. In addition, targeting grandparents allowed for new account openings. Expanded media placements in lifestyle content relevant to our target and custom video units to use emotion as our tool for activation. In addition, a strong remarketing campaign should be used to engage the target audience throughout their journey, especially when the investment supported a lifestyle event trigger in their life, such as having a child.
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