Michigan Education Trust
529 Prepaid Tuition Savings Program
The Michigan Legislature established the Michigan Education Trust (MET) in 1988 as the first prepaid college tuition program in the U.S., enabling Michigan families to lock in future tuition costs at current prices, thus protecting against tuition hikes. Güd Marketing, MET’s agency since 2016, has implemented a metrics-driven campaign to encourage Michigan residents to explore and benefit from 529 savings plans. Over seven years, the agency has adapted the campaign to meet evolving awareness, perceptions, and needs. In 2023, we successfully used a multichannel approach to reach new audiences, inform engaged audiences, and promote MET program enrollment.
Campaign Goal: Increase the number of new MET prepaid tuition programs opened.
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Media Strategy: Layered marketing strategy focusing on awareness, education and conversion tactics — with additional emphasis on the education stage to help answer common questions and conversion phase/tactics to encourage sign-up.
Tactics: Social Media, Paid search, digital video, digital audio, radio, broadcast tv, print, sponsorships, influencer marketing, email and text marketing.
My Role
01.
Annual Media Planning & Budgeting
02.
Copywriting & Creative Ideation
03.
Technical Ad Placements
04.
Monitoring & Optimization
05.
Data Analysis & Client Presentations
Results
75.2M Estimated Impressions
1M+ Total Engagements
1.8M Media Value
$118K Total Added Value