Happy Summer from the Explore team! Enjoy the sunshine and good vibes!!

CollegeInvest First Step Program

Explore has worked with CollegeInvest, Colorado’s 529 Savings Plan, for eight years.  The primary goals for this client are new account openings and deposits into those savings accounts.  In 2021, CollegeInvest began the First Step program. This is targeted to new parents, where if you open a new CollegeInvest savings account within the first year of your baby being born, CollegeInvest will contribute $100 into the account. CollegeInvest was able to reach these audiences directly through email and direct mail but wanted to implement a paid media campaign to increase new accounts and engagement further.

Explore Communications developed a statewide campaign that focused on reaching young parents.  General Market and Hispanic TV was placed in the Denver and Colorado Springs DMAs. Programs that reached the younger audiences were included (including placements in World Cup Soccer, Early Morning News and Rocky Mountain PBS children’s programming). Connected TV and Digital were also utilized to reach the target audience where they are consuming media on a hyper-targeted level.

As a result of the campaign, the First Step Enrollments more than doubled month-over-month when the media was running, exceeding enrollment goals overall. We are excited to continue promoting this initiative in the future!!display online ads