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Maryland 529 (formerly College Savings Plans of Maryland) 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 a creative campaign that tapped into the core emotions of being a parent, and aggressively negotiated an innovative media plan that improved Maryland 529’s reach, frequency and lead quality—without increasing their budget by a single cent. As the campaign evolved, we also conducted statewide media research to help us refine and segment our message to diverse audiences.
Results dramatically exceeded Maryland 529’s initial goals. In the College Investment Plan, enrollments jumped 31%, while enrollments in the Prepaid College Trust totaled more than 2,500—the largest number in nearly a decade.