The state agency boosts enrollment without breaking the piggy bank.
College Savings Plans of Maryland administers two 529 plans: the Maryland Prepaid College Trust and the Maryland College Investment Plan. In our first year as their agency of record, they challenged us with two goals: generate 2,000 new Prepaid College Trust accounts and secure a double-digit percent increase in College Investment Plan accounts.
Devaney & Associates built an integrated marketing, advertising, and public relations plan that dramatically boosted College Savings Plans of Maryland’s reach, frequency and lead quality—all without increasing their budget.
Our work transformed College Savings Plans of Maryland’s creatively disjointed brand under one, unified message that tapped into the core emotions of being a parent. We also conducted a statewide market research study that helped us refine our message by priority audience segments.
The results: In our first year alone, Devaney & Associates not only met but dramatically exceeded College Savings Plans of Maryland’s goals. Enrollments in the College Investment Plan increased 31%, while enrollments in the Prepaid College Trust totaled more than 2,500—the largest number in nearly a decade.