Perspectives Enrollment Campaign for Higher Education Savings, Michigan
Michigan Education Trust
Innovative Tactic: Expert Panel
People needed expert advice. So, we went live with the experts.
Enrolling in a college savings plan is a big commitment and a topic too complex to cover in ads alone. Furthermore, converting folks who are “window-shopping” to folks who hold contracts often requires multiple touches and deep engagement. Güd Marketing used Facebook Live to host a panel of experts who answered questions from Michigan parents, caregivers and grandparents.
Research showed that people who had not already signed up for a plan were more likely to do so when they heard from “real parents and caregivers.” The personal connection achieved when meeting “face-to-face” and getting real-time answers from knowledgeable experts provided much-needed reassurance to concerned parents in the midst of a global pandemic that challenged family finances everywhere.
The event provided a way to promote MET’s $100 match and to deeply engage with parents, caregivers and grandparents.
increase in MET website traffic in only 10 days.
in MET relevancy through paid TV interviews.
“We’ve long considered Güd Marketing a trusted partner. But it’s much more than innovative campaigns. The folks at Güd truly believe in MET – and in helping families save on college tuition. That heartfelt caring shines through in everything they do.”
– Diane Brewer, Michigan Education Trust executive director