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Project Description

Navigant Marketing | KSR was selected as AOR for Florida’s prepaid college plan. The challenge was to develop fresh, compelling television spots and collateral to advertise the plan during its open enrollment period. The entire campaign was produced in both English and Spanish.

Challenge: Prior to our engagement, enrollment in the plans was increasing at a rate below the state’s population growth. While the Florida Prepaid College Fund and Florida Prepaid Investment Plans had strong recognition, they lacked a well-defined position and call-to-action.

Action Plan: After performing primary and secondary research, the agency developed a critical campaign theme, “The Earlier. The Better.” The theme crisply defined the value of the plans and created a high level of immediacy for plan enrollment “The Earlier. The Better.” was the focal point of TV, web, and print material. Additionally, the agency created an emotional and financial hook by uncovering a key statistic related to the $1 million difference in lifetime earnings between high school and college graduates.

The agency made strategic media purchases in every Florida MSA. Toward the end of the open enrollment period, the campaign was punctuated with traffic radio spots. Significant media and production planning were required by the client. In addition to individually buying TV and radio in numerous markets, the agency was responsible for developing more than 15 different printed promotional and fulfillment pieces in both English and Spanish each year.

Outcome: Enrollment during our first year was the second highest in the plan’s history. We maintained this momentum, growing enrollments at nearly 15% per year during the life of the account. The agency’s work was recognized by the Journal of Financial Advertising and Marketing.