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.
Challange
Driving enrollment for a lesser-known private college 529 plan by reaching affluent, qualified prospects and motivating long-term commitment to a high-consideration savings product.
Strategy
Develop a targeted, full-funnel strategy focused on high-income households, private university alumni, and grandparents using emotionally driven creative, lifestyle placements, and remarketing to stay relevant across a long decision cycle.
Solutions
Focused Targeting
Prioritized households with $200k+ income and affluent parents and grandparents familiar with 529 plans, interested in investment opportunities, to grow interest among those most likely to engage and act.
Enhanced Media Mix
Expanded placements into more premium direct partnerships with Business Insider, AARP, and NPR. Incorporated video placements in PGA Broadcast TV, and live-streamed CTV to reach a more affluent audience in the programs and content they are consuming.
Custom Content & High-Impact Units
Invested in premium digital units, including Contextual Impact Display (CID), Custom Sponsored Articles, and custom video content across premium channels.
Creative Evolution
Transitioned from brand-focused to product-focused messaging, with a refresh to include educational imagery and messaging to better engage affluent users.
Results
Reduction in Unqualified Accounts
Lift in Site Traffic
Increase in New Account Volume
CTR Increase:
Overall CTR increased by 1.3x to 0.43%, with clicks up by 24% YoY.
Higher Unflagged Account Ratio:
Significant improvement in account quality, with qualified accounts rising from 53% in the first half of the year to 73% in the second half.
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