College Savings Plans of Maryland

Enrollment Campaign

  • Strategic planning
  • Research
  • Identity
  • Advertising
  • Collateral
  • Digital marketing
  • Direct marketing
  • Media planning
  • Public relations
  • Search engine marketing
  • Video

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.

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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.