Door Number 3 was approached in 2012 to help increase enrollments for the Texas College Savings Plan and the Texas Tuition Promise Fund. With a growing number of 529 plans, (and not all investment vehicles being available in 529 form) there was a challenge to increase incremental sales and expand brand awareness to potential new investors. In addition, our client’s 11-step online enrollment funnel lead to frequent drop-offs before application completion.
Door Number 3 began by tracking each step of the online enrollment funnel. We used this data to build an online persona based on users who flow through the entire funnel to conversion. This persona model allows us create a highly targeted, direct response, digital prospecting campaign that converts similar prospects with high probability scores. To broaden awareness and engage new audiences, we’ve also developed unique sponsorships with NPR and the Texas Book Festival. Our “Future Lab & Reading Lounge” offered a hands-on experience where imaginations can soar as children envision what their futures might look like with a college degree.