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.
