An education that's worth every cent

  • Capabilities
  • Marketing Technology, B2B Advertising

The Backstory

Not only is the cost of college growing, the rate of increase is outpacing inflation, housing, food – even medical care. And yet, the value of a college degree is also on the rise, similarly outpacing the stock market, housing and gold. But in the meantime, we’re left with a growing crisis around loan repayment simply because students don’t have the financial IQ to borrow and repay the right way.

Let’s talk results

If you like what we did for ASA it’s time to talk about what we can do for you.

The Assignment

American Student Assistance (ASA) is a non-profit committed to helping college students realize their dreams by teaching them how to better manage their loans. They asked PJA to get hard-to-reach college administrators to understand how ASA’s Responsible Borrower program, called SALT, yields long-lasting financial benefits for students and can help lower an institution’s credit default rating. Specifically, they asked us to fill their sales funnel with marketing qualified leads. But to do that, we would have to create a campaign that’s compelling to people long past college tuition – and the financial hardships that come with it. After all, SALT is free for students. It’s the institution that foots the bill.

 

The Change

To engage high-level college admins, PJA created an integrated lead generation B2B advertising campaign targeting 100 high-value schools. Various creative and media tactics capture busy administrators’ attention with a simple idea: a college education is worth financing through loans, but only when students understand how to manage the debt by becoming financially responsible borrowers.

The Engagement

Geo-targeted banners, dimensional direct mail, and an email nurture stream all drive users to a microsite we personalized for each school. Once on the site, self-diagnostic tools help administrators experience the challenges students face in a new way, while simultaneously educating them about the benefits of SALT.

Upper funnel tactics—premium DM and display advertising—leverage data-driven targeting strategies to reach specific accounts and titles. These tactics build smart connections to mid-funnel registration content—research reports, polls and champions’ kits—creating a logical path toward a solution and moving users deeper into the buying process.

 

The Results

Considering we were only targeting 100 schools, the results of this program were extremely strong. In fact, you could say it earned an “A.”

645
NEW PROFILES
created

1567
CONTENT DOWNLOADS
from targeted schools

292
MARKETING QUALIFIED LEADS
added

Website: Desktop and Mobile

Website: Desktop and Mobile

Print

Print

Direct Mail

Direct Mail

Content Development

Content Development

Rich Media Advertising Series

Brand for change

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