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Industry
Financial Planning
Services
Strategy
Research
Program Developement
COpy copy copy
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COPY COPY COPY
After a thorough review of the category, consumer feedback and a deeper understanding of the product and process, we took a few steps back for perspective and insight. Contrary to category norms in the world of finance, quick, easily digestible information wasn’t just possible, it was preferred by customers. A new look, brand position and messaging were born. Lengthy was replaced with efficient; policy was replaced with personality. And the element that would ground communications most was a nod to the root desire to save in the first place: the future security and endless potential of those we love most.


solving the riddle of college savings
For many, matters of finance can not only be confusing, they can be downright intimidating. A desire to secure the educational future of one’s child should never be punished with an arsenal of jargon, disclaimers and industry white noise. To enroll more customers and build long-term relationships for T. Rowe Price’s college savings plans, we would need to create messaging that was as clear and straightforward as it was empowering and aspirational.
a brand of people
After a thorough review of the category, consumer feedback and a deeper understanding of the product and process, we took a few steps back for perspective and insight. Contrary to category norms in the world of finance, quick, easily digestible information wasn’t just possible, it was preferred by customers. A new look, brand position and messaging were born. Lengthy was replaced with efficient; policy was replaced with personality. And the element that would ground communications most was a nod to the root desire to save in the first place: the future security and endless potential of those we love most.

simple is smart
Integrated digital campaigns strategically shortened the runway between recognizing need and program enrollment. Options, plan flexibility and dynamic products would be communicated efficiently and always in combination with a visual nod to the emotional reason why we save for college. Enrollment increased, greater awareness and market share were achieved and a multi-season campaign continues to build equity in the idea of approachable finance to this day.