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Marketing Goal: Generate meeting requests for EFP’s outside sales force.
Input:
Every year, financial aid officers must turn away needy students because of a lack of available financial products. For a number of reasons they wish they could do more.
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Response Concept: Encourage financial aid officers to view an enclosed PowerPoint presentation delivered in a dimensional mailer. The presentation ended with a link to an online survey. Respondents were invited to supply Education Finance Partners with information that would make a face-to face meeting more productive for the financial aid administrator. |
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RDMS Communication Plan:
Wayfinder tapped into the emotional aspects of financial aid officers by developing the campaign theme “What if?” We then explained how Education Finance Partners eliminates the barriers and turns “What if?” into “Now you can.”
Response Analysis: Education Finance Partners far exceeded its meeting and sales goals. Based on the success of the campaign, the theme “What If?” was extended to tradeshow and print advertising opportunities.
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