What they asked for
College Illinois! wanted to increase enrollment in their pre-paid tuition program amid state-wide skepticism.
What they got
A breakthrough campaign across myriad channels, big-time PR support and more than 1,000 qualified leads.
Background: Facing the facts about future tuition
College Illinois! helps Illinois residents prepay and save on future tuition costs for their children and grandchildren. This can reduce the need for student loans—a huge pain point for millions of Americans.
However, beyond the normal challenge of getting parents to think about future college tuition while their kids are still in diapers, College Illinois! was facing negative publicity and misconceptions across the state.
The Answer: Introducing the face of student loan debt
To show the emotional impact that this can have, we used images of children reacting to the news that their future college tuition was covered. Or…that it wasn’t.
Lead generation was critical. So we built a landing page with helpful information about the program and collected data through a limited-time rebate offer.
Spreading the word
PR and social media tactics helped spread positive awareness of the program to parents and grandparents across the state. Through bylines, editorials, social media, enewsletters and more, the program’s benefits were clearly explained. Positive testimonials from current contract holders were shared to enrich the story – and inspire other parents and grandparents to take action.
In-demand information, on demand
What do you do when your client has limited resources, but a lot to share? An on-demand webinar, of course. It answered common questions and provided valuable content that could be consumed at the convenience of our audiences.
We also created a short, impactful video that looked at factual and emotional reasons to believe in College Illinois!.
1,514+ qualified leads—a 200% increase YOY
426 contracts during general enrollment
77,158 landing page visits
Facebook page likes: 10,874
Potential earned media reach of 47,952,141 impressions