AllianceBernstein Investments, in partnership with the Rhode Island Higher Education Assistance Authority (RIHEAA) and the Office of the Rhode Island General Treasurer, was looking to increase awareness and activity for CollegeBoundfund®, Rhode Island’s tax-advantaged 529 college savings plan.
(add)ventures created a compelling, creative marketing campaign to expand awareness and encourage people to take action by opening a CollegeBoundfund account or contributing to an existing one. The marketing campaign featured real Rhode Islanders who use CollegeBoundfund to save for their children's education. The campaign continues to inspire parents and caregivers to save for a child’s education and also increases students’ awareness on the importance of planning and saving for college. In all outreach efforts, the different types of benefits for Rhode Islanders are highlighted, including the popular online gifting tool, a state tax deduction, low-cost investing, no annual account fees, options for automatic contributions and the CollegeBoundbaby℠ program. Additionally, marketing and PR activities center on key times throughout the year that align with holidays or financial planning seasons. The holiday gift-giving campaign consistently results in a significant increase in the number of contributions and web traffic during the targeted timeframe.