Oregon College Savings Plan Case Study

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THE GOAL

Encourage Oregonians to participate in the Oregon College Savings Plan to help save for their children’s college educations. Create awareness of the plan and show its importance to the state and families that have children planning on attending college.

THE CAMPAIGN

The Oregon College Savings Plan has leaned heavily on testimonials and the stories of Oregon youth who are planning on attending college. These real stories humanize the hopes and desires of Oregon’s future college students. The campaign, by TGF Productions, Inc., also gave specifics on how to effectively participate in the plan.

THE MEDIA & THE RESULTS

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Television/Cable

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Radio

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Print

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Sports Sponsorship

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Social Media

Since 2007, there has been consistent monthly growth. In 2008, with a challenged economy, the client saw steady improvement month-to-month.

In May 2008, the Oregon College Savings Plan set a new participation record, far exceeding expectations.

Since adding social media, the Oregon College Savings Plan has increased interest and activity and started an important conversation about education in the state of Oregon, including interviews with education leadership, educators and other stakeholders, celebrating education everywhere in Oregon.

In a recent campaign, the Oregon College Savings Plan saw an impressive opt-in rate of over 40% for more information about the plan.

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