With more 529 plans entering the market (many backed by private banks with deep pockets) Texas’ state-sponsored college savings plans needed to stand out. The challenge: boost enrollments, increase awareness, and prove long-term value against louder, better-funded competition.

Parents don’t just want another savings account. They want reassurance that investing now opens doors tomorrow. By connecting financial planning to the real-world possibilities of a degree, we could transform financial decisions into future-focused commitments.

Media:
We mapped the entire online enrollment funnel and used conversion data to build precise user personas. With those insights, we launched a targeted direct-response digital campaign that reached the right prospects at the right moments, driving them toward action.

Creative:
To bring the brand promise to life, we created a kids’ career fair, an engaging, hands-on event that showcased how savings today can unlock big futures tomorrow. Paired with online content, the activation made college planning feel both tangible and inspiring.

Parents saw possibilities. Texas saw momentum. And the plans saw growth that beat the competition at every step of the funnel.