Report cover and inside spread
Landing page hero
Landing page statistics
Social media posts promoting the report findings
Infographic highlighting key report findings for the media
My team was tasked with developing an integrated campaign to promote the tenth-annual edition of How America Pays for College, an industry-leading report. The client wanted to continue to Position Sallie Mae as a thought leader on paying-for-college, enhance brand and company reputation, and promote the report findings in a way that raised awareness and helped to foster discussion.
My team recommended creating a printed version of the normally digital-only report in order to accomplish two goals: cut through the digital clutter that consumers are faced with on a non-stop basis, and create an asset that can be easily accessed by school counselors all year long while meeting with students to aid in conversation.
The CTA on the report as well as colorful, engaging social media posts direct customers and the media to an interactive webpage with additional resources, such as an infographic highlighting key messages from the full report, which creates a cohesive campaign.
The campaign resulted in over one billion impressions earned in print, broadcast, and online. The study was picked up by Forbes, CNBC, USA Today, US News, and more.
Awards:
2018 Gold American Business Award/Silver Stevie Award
2018 Platinum Hermes Award, Research
Report cover and inside spread
Landing page hero
Landing page statistics
Social media posts promoting the report findings
Infographic highlighting key report findings for the media