Case Study
ISave 529 Rebrand Case Study
The Treasurer’s Office of Iowa launched ISave 529, a newly rebranded college savings plan formerly known as College Savings Iowa. Tasked with introducing the new name and identity, we developed a campaign built around the concept of adventure—showcasing that an ISave 529 plan can prepare a child for any future, anywhere.
Relevance
Statewide and out-of-state brand launch campaign utilizing direct mail, paid social, programmatic advertising, streaming media, email and out-of-home placements.
Situation
With the transition from College Savings Iowa to ISave 529, the Iowa Treasurer’s Office needed to:
- Establish Brand Awareness: Introduce the new name and logo while reinforcing credibility and continuity for existing account holders.
- Expand Reach Beyond Iowa: Position ISave 529 as a savings option not just for Iowa residents but for families nationwide.
- Shift the Perception of 529 Plans: Highlight that these plans can fund more than just traditional four-year college degrees, opening doors to various career paths and adventures.
Solution
To bring the “From Here to Anywhere” positioning to life, we executed a multichannel campaign, ensuring broad and effective reach.
- Direct mail and email to reach existing and potential account holders.
- Paid and organic social media to drive engagement and awareness.
- Out-of-home (OOH) billboards and digital placements in high-traffic areas.
- Streaming audio and connected TV (CTV) to reach a diverse audience with compelling storytelling.
- Search and Performance Max (PMax) campaigns to capture high-intent users.
Results
The ISave 529 rebrand launch delivered strong engagement and awareness, exceeding industry benchmarks across multiple channels.
71,709
pieces mailed
Direct Mail
71,709 pieces mailed to targeted households.
264%
increase
139,176 emails delivered in September 2024—a 264% increase from September 2023 (38,220 delivered).
98.87%
view rate
Programmatic CTV
98.87% view rate (exceeding the industry average of 95%).
96,160
impressions
Digital Out-of-Home (DOOH) Video
96,160 total impressions.
5.7m
impressions
Outdoor Billboards
More than 5.7 million impressions across multiple placements.
1.07m
users
Paid Social
1.07 million users reached.
200%
increase
Search + PMax Performance
438 conversions recorded.
200% increase in conversion rate comparing the second half of September to the first.
35%
increase
Website Engagement
Landing page views up 35% YOY.
Click-through rate (CTR) up 28% YOY, surpassing finance industry benchmarks.
By crafting an engaging adventure-driven narrative and executing a data-backed media strategy, we successfully introduced ISave 529 to a wider audience—solidifying its position as a flexible, forward-thinking savings solution that can take families from here to anywhere.
