TEXAS TUITION PROMISE FUND
INTEGRATED CAMPAIGNS, BIG RESULTS
ISSUE
Door No. 3 was tasked to increase enrollments for Texas’ two state-sponsored college savings plans. With a growing number of 529 plans available from private banks with a large footprint, there was a challenge to increase incremental sales and expand brand awareness to potential new investors.
ANSWER
We began by tracking each step of the online enrollment funnel and used this data to build an online persona based on converted users. This allowed us to create a targeted, direct response, digital prospecting campaign that converts similar prospects with high probability scores. We also created a hands-on kids’ career fair and oodles of online content to help families understand what doors can be opened by graduating from a four-year university.
“Door No. 3 bridged our digital campaign to a real world experience that over delivered on our brand promise. A tremendous event, impeccably executed!”
SVP, NorthStar Financial
RESULTS
The refreshed and data-driven approach reaching new audiences at multiple points along the funnel led to an 18% increase in year-over-year enrollments, over two times the industry average of 1.94% for click-through rates, and a whopping 65% of total enrollments were tracked directly to our digital campaign.