“Real People” Marketing Campaign
Many Rhode Islanders view saving for college as overwhelming or unachievable. We wanted to prove that opening CollegeBoundfund is an action many people are taking and it is helping children realize their goal of attending higher education.
We developed the “Real Rhode Islanders” campaign, which features CollegeBoundfund account holders and their beneficiaries sharing their personal college savings stories. Testimonial candidates included a single parent, a grandparent, a married parent and a college freshman.
The campaign included TV, radio, print, digital, billboard and social media and featured flexible messaging that could be customized to highlight difference benefits of the college savings plan.