Citibank
Stafford Student Loan
Summary
Starting college can be scary enough. Finding your way through the maze of financial aid options can be frightening. Citibank Student Loan Corporation wanted to help make the process easier. Stafford Loans are for students, but the primary targets for this product are their parents who are often the major influencers of this important financial decision. However, the offer, as well as the creative, had to appeal to both students and parents.
Challenge
Encourage students and their parents to apply for a Stafford Student Loan through Citi.
Solution
Our solutions centered on repositioning the existing offer, developing a new campaign concept, and executing multiple creative components. We repositioned the offer of zero origination fee to include zero payments for the last six months of the loan. To help overcome the general perception that all federal loans are the same, we recommended a comprehensive direct marketing campaign.
The umbrella concept for the campaign was, “Not all loans are created equal.” It was a playful, impactful way to communicate the message that obtaining a loan from Citibank is the best choice for a Stafford Loan.
A variety of marketing communications materials was developed to accommodate each of the distinct target audiences:
- Brochure (multichannel)
- Materials to support the financial aid advisors
- Sales team package
- Stafford wrapper
- Banner ads
- Consumer e-mail
Results
While final results of the campaign are proprietary, Citibank Student Loan Corporation was very pleased with the program.
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