Plan for college by Sallie Mae

A robust marketing campaign was developed for Sallie Mae, rebranding them as a caring leader, parent and school counselor partner, and resource in financial education and college planning. Resources were designed to educate and enlighten students and parents about financial planning for college, increasing brand Sallie Mae‘s recognition. This program has been successfully ongoing for over 5 years.


• National competition for students to entry how they plan to Make College Happen including entry microsite

• Ongoing targeted email campaigns to school counselors, PTA leaders, Principals and Superintendents and Homeschool families

• Flyers and promotional banner ads

• website for counselors, parents and students with easily accessible, timely information to help families pay for college

RESULTS – Year 1:

• Over 500,000 emails distributed reaching millions of students and their families

• 65,000 consumer votes for online judging for competition

• $65,000 in scholarships awarded

• Assisted in launch of new Sallie Mae branding