CollegeBoundfund Review, 2014 Attachment A

Transcription

®
CollegeBoundfund
February 19, 2015
2014 Year in Review
2014 Marketing Strategy
• © 2015 (add)ventures - all rights reserved
providence • miami • new york city • argentina
CollegeBoundfund Primary Audiences
• Parents, grandparents, other family members or friends of Rhode Island
children ages 0 to 11
• Families with household income greater than $80,000*
*less when marketing to individuals within CollegeBoundbaby program and/or other targeted audiences
CollegeBoundfund Secondary Audiences
• Financial Planners
• Executives from RI employers
CollegeBoundfund Primary Goals
1. increase account openings with prospects 2. encourage Rhode Island account holders and their friends and
family members to contribute to existing accounts
CollegeBoundfund Program Goals
1. Educate Rhode Islanders on overall program benefits: a. Increase awareness about incentives for Rhode Islanders b. Help to dispel program myths 2. Educate prospects and clients about new investment changes;
why they’re great for Rhode Islanders; demonstrate that
CollegeBoundfund works (March 2014)
3. Raise awareness about CollegeBoundbaby – a benefit just for
Rhode Islanders that adds $100 to accounts opened during the
first year after a child’s birth or adoption
CollegeBoundfund Program Goals Cont’d:
4. Educate Rhode Islanders about the importance of saving for higher
education (including college and/or career training)
5. Target key times throughout the year to promote education and
college planning:
• Tax Return (April)
• 5/29 Day and Graduation Time (May/June)
• Back to School (August/September)
• College Savings Month (September)
• Financial Planning Month (October)
6. Empower holiday gift giving and use of the Online Gifting Tool
(November/December)
Foundational financial empowerment themes as they relate to
college savings include:
1. Opening a 529 plan helps with goal setting and demonstrates to
children that their ”job” is to do well in school and aspire to attend
a higher education institution.
2. Ensure families understand that budget priorities are: basic
necessities, retirement, and then a rainy day fund and college
savings – all of which can be saved for at the same time.
3. Informing friends and family that the CollegeBoundfund Online
Gifting Tool can help avoid wasteful toy or gift purchases by
reallocating the dollars for those gifts to a college savings account.
Rhode Island Mom Blogger Summit Findings (January 2013)
Philosophy on Saving
Focusing on want vs. need
Yearly planning and budgeting: “Planning for the unplanned”
Planning better for entertainment/experiences for children What Derails Saving
Splurging on convenience to make more family time or experiences to make wonderful memories The Unexpected: Emergency Needs
Conflicting saving philosophies for couples/grandparents What You’d Give Up/Incorporate to Save For College
Giving up: eating out, shopping at Target, K-Cups, Dunkin’ Donuts iced coffee
Incorporate menu planning, shopping the cupboard, buying on sale, using
coupons
Program Awareness
LifeSmarts Competition Program Ad
Learn it. Live it.
Enjoy the challenge!
CollegeBoundfund
®
is honored to support LifeSmarts.
Best of luck to all of today’s competitors. May you have
great success in today’s event and tomorrow’s endeavors.
As the state’s 529 college savings plan, CollegeBoundfund offers a variety
of benefits exclusive to Rhode Islanders, including a state tax deduction,
SM
low fees, a low investment minimum and CollegeBoundbaby.
The Rhode Island Family Guide 529 Plan Savings Article
Rhode Island Little League Sponsorships
Supported league sponsorships for the following cities and towns: Barrington, Cranston, East Greenwich, Exeter/West
Greenwich, Rumford, Central Falls, East Providence
Your child dreams. You save.
Everyone wins with Collegeboundfund.
CollegeBoundfund
®
is honored to support the
East Providence Central Little League. Best of luck
to all of the athletes!
As the state’s 529 college savings plan, CollegeBoundfund offers a variety
of benefits exclusive to Rhode Islanders:
• state tax deduction
• low fees
• low investment minimum
• CollegeBoundbaby
SM
offers every baby born to or adopted by a Rhode Island
family the opportunity to receive a $100 contribution to a CollegeBoundfund
account set up before the child’s first birthday.
You should consider the investment objectives, risks, charges and expenses of CollegeBoundfund carefully before investing. For a free
copy of the Program Description, which contains this and other information, visit our website at www.CollegeBoundfund.com/ri, or call
your financial representative or AllianceBernstein Investments at (888) 324-5057. Please read the Program Description carefully before
you invest.
Pawtucket Red Sox
Sponsorship
•
April - September 2014
•
Billboard placement in
center field
•
Ad placement in program
book
•
2014 Attendance:
529,355*
I will
contribute
to his future.
Nicole and son, Max,
from North Smithfield, RI
“We contribute to Max’s CollegeBoundfund account directly from our paycheck, which makes it
easy to do. We ask that family members contribute to his college fund, too. We feel that if Max
has a good college savings, he will have more opportunities available to him.”
Learn about the new CollegeBoundfund Online Gifting Tool, which makes it easier than ever
for account owners to invite friends and family to give a gift for any occasion.
To open a CollegeBoundfund account or contribute to an existing one,
visit CollegeBoundfund.com/ri
You should consider the investment objectives, risks, charges and expenses of CollegeBoundfund carefully
before investing. For a free copy of the Program Description, which contains this and other information, visit our
website at www.CollegeBoundfund.com/ri, or call your financial representative or AllianceBernstein Investments
at (888) 324-5057. Please read the Program Description carefully before you invest.
*Provided by PriMedia
529 Day Promotions
529 Day - May 29, 2014
•
Hosted “529 Week” in Rhode
Island as part of 5/29 Day
nationwide celebrations that strive to raise awareness
about the importance of saving
for college
•
Partnered with The College
Savings Plans Network to
promote Rhode Island activities
529 Babies Hospital & Adoption
Rhode Island Partnership
•
•
Partnered with Women and Infants,
Kent Hospital, Newport Hospital and
Memorial Hospital to offer all babies
born on 5/29/14 the opportunity to
receive $529 in a CollegeBoundfund
account opened in their name. 26 babies were eligible. Partnered with Adoption Rhode Island
to provide $529 to three children who
were adopted during May.
529 DAY BABY
CERTIFICATE OF CONGRATULATIONS
presented by
To celebrate your child’s birth, CollegeBoundfund is offering all babies born to Rhode Island
residents on 529 College Savings Day the opportunity to receive a $529 contribution to a
CollegeBoundfund account opened within one year. See reverse side for details.
GIVEN THE 29TH DAY OF MAY, 2014.
Gail-Mance Rios, Acting Executive Director
Rhode Island Higher Education Assistance Authority
Gina M. Raimondo
General Treasurer of Rhode Island
529 Continuing Education
•
Hosted two continuing education sessions for more than 40 financial
advisors, attorneys and accountants, sponsored by AllianceBernstein.
Earn Free CE Credit
by learning about 529 Strategies to enhance your practice
Wednesday, May 28
4:30 – 7:30 p.m.
Providence Marriott
One Orms Street
Help your Clients
and Strengthen
your Business
Free parking is available
Please RSVP
by May 21 as space is limited.
Email cbf28@addventures.com
or call (401) 453-4748
Pawtucket Red Sox 5/29 Day Game
•
Event sponsorship on Thursday, May 29, 2014 •
First pitch ceremony with General Treasurer
Gina Raimondo
•
PSA announcement played before and during
game, featuring CollegeBoundfund account
holders sharing their family savings story
PSA featuring CollegeBoundfund account holders
Pawtucket Red Sox 5/29 Day
Game Cont’d
•
Client engagement BBQ for more
than 100 CollegeBoundbaby
account holders and family
members
•
Raffle prizes distributed included a
$529 contribution to a
CollegeBoundfund account
•
Several CollegeBoundfund
beneficiaries selected to be part of
“Paws Club” and wear “I AM
COLLEGE BOUND” tee-shirts and
run across the field after 2nd
inning
Pawtucket Red Sox
Media Outreach
•
Media advisory sent out
day-of
•
WPRO on-air interview
with RIHEAA Acting
Executive Director Gail
Mance-Rios and
AllianceBernstein
Managing Director Patricia
Roberts
•
Targeted hometown
publicity post-game
Providence Journal Feature on Carla Batista,
CollegeBoundfund Parent Testimonial
Investment Enhancements
Refreshed Investment Line-up
•
Announcement made on March 25, 2014 •
Offers Rhode Islanders more low-cost choices; also added a firstof-its-kind passive option to track
®
the Morningstar 529 College
Savings Moderate Index Series
•
Total Hits: 11
•
Audience Impressions: 5,237,921
•
Media Value: $77,150.03 •
Publicity Value: $231,450.09
The Providence Journal online version
Refreshed Investment Line-up Cont’d
Better than Ever Campaign
•
New tagline to highlight the
positive enhancements made
to CollegeBoundfund
•
New animated messaging
created for TV and radio
spots
•
Developed consistent logo
and messaging to be carried
throughout overall campaign
Better than Ever Campaign Cont’d
New CollegeBoundfund parent testimonial
Carla from Cranston, RI and her sons, Jarvis,
Jerry and Jace
New CollegeBoundfund beneficiary
testimonial Jared from Lincoln, RI, a student at
Quinnipiac University.
1st round media schedule on TV & Radio:
March 26 - April 8, 2014*
Existing “Real Rhode Islander” TV and
radio spots featuring Nicole and Marion
with new Better than Ever branding
•
Population: 651,967 •
Reach: 93.6% •
Frequency: 5.2x •
Impressions: 3,162,042
2nd round media schedule on TV, Cable & Radio: April 8 - June 29, 2014*
New “Real Rhode Islander” TV and radio
spots featuring Carla and Jared with new
Better than Ever branding
•
Population: 652,000
•
Reach: 99.8%
•
Frequency: 37.6x
•
Q2 Account
Holder Newsletter
•
Invite Family & Friends to Contribute
with the Online Gifting Tool!
CollegeBoundfund offers an innovative gifting tool
to help engage friends and family with your college
savings goals.
Rhode Island Participant Update, June 2014
Distributed to all Rhode
Island account holders to
highlight new investment
enhancements and
increase awareness about
program benefits,
including online gifting, edelivery, automatic
contributions and
WaytogoRI.org
Meet Jared and Carla
Thank you for investing in your child’s
®
future with CollegeBoundfund .
As spring cleaning comes to an end
and you’ve donated or stored the
toys and clothing your child has
outgrown and sorted through the
piles of paperwork your family has
accumulated, it’s a great time to
think about ways to declutter for
the future.
One way to limit the accumulation of
well-intentioned, but less-than-ideal
gifts for your child, is to sign-up for
CollegeBoundfund’s online gifting
tool and invite friends and family to
participate. Online gifting provides
an eco-friendly and meaningful way
to deepen the commitment to your
child’s future. Plus, friends and family
may thank you for recommending
a smart and easy idea for birthdays,
holidays and milestones. Learn more
on the reverse side of this flyer.
You may have noticed a few familiar faces in our latest CollegeBoundfund
awareness campaign. As Rhode Islanders, we understand it’s important to hear
from everyday citizens who are saving and planning for college, just like you.
“Thanks, Mom and Dad,
for CollegeBoundfund;
it’s the greatest gift
you could ever give me.”
Jared is a student at Quinnipiac
University studying to be a
physician assistant. His parents
have been saving for college
since he was born.
Gina M. Raimondo
General Treasurer of Rhode Island
Gail Mance Rios, Acting Executive
Director, Rhode Island Higher
Education Assistance Authority
Did you know? Over $750,000 has been
Did you know? CollegeBoundfund is a
popular choice with families. It’s the second
largest advisor-sold college savings program
in the country.
Source: Strategic Insight, 529 College Savings Quarterly Data Update 4Q 2013
College and Career Planning Resource
Questions? Contact your financial advisor
or a CollegeBoundfund associate at
1-888-324-5057, M-F, 8:30 a.m. – 7:00 p.m., EST.
“CollegeBoundfund
has given me the
opportunity to save
for my son’s future.”
Carla and Jace, Cranston, RI
Every baby born to or adopted by a Rhode Island
resident is eligible for a one-time $100 contribution
to a CollegeBoundfund account established for his
or her benefit within one year of birth or adoption.
Visit collegeboundbaby.com to learn more.
contributed into accounts as gifts for Rhode Island
beneficiaries by smart family and friends who
understand the value of education.
Jared, Lincoln, RI
The end of the school year brings not
only a sense of accomplishment, but
also a reminder that your child is one
year closer to the next phase of his
or her academic life. Whatever that
next chapter is, your investment in
CollegeBoundfund demonstrates your
commitment to prepare your child for
a future of success.
Best wishes to you and your families
as you enjoy a wonderful Rhode Island
summer!
Visit collegeboundfund.com/gifting to
register and start using the gifting tool.
With a few quick steps, you may send
email invitations to friends and family
and they can easily contribute online to your child’s
account on birthdays, holidays and other special
occasions.
Share the News about the
$100 Contribution!
WaytogoRI.org is designed to help students of all ages
research a wide range of career and college planning
topics. As you discover more about your child’s interests,
dreams and talents, you may consider adjusting his or
her college-savings plan. Learn more at waytogori.org.
Establish an Automatic Contribution Plan
Carla is a mother of three
boys who believes deeply in the
power of education. When her
oldest two boys needed large
student loans to graduate, Carla
was determined to save for her
youngest son, Jace, and turned
to CollegeBoundfund.
For most families, the key to funding a higher education is to save
early and often. An automatic plan will help you make consistent
contributions over time. Account holders can learn more or establish
an automatic contribution plan by calling AllianceBernstein at
1-888-324-5057, M-F, 8:30 a.m. – 7:00 p.m., EST.
Go Green: Go E-delivery
Cut down on clutter while helping the environment! Visit
collegeboundfund.com/ri and select “Account Log In.” Once logged
in, select “e-Documents” and then select “Delivery Options.” Here you
can select the delivery method (paper or electronic) that you prefer
for quarterly and year-end statements, program descriptions and other
documents. You can also enter or update your current email address.
The investments in CollegeBoundfund are not guaranteed by the State of Rhode Island, the Rhode
Island Higher Education Assistance Authority (which established and implemented CollegeBoundfund
and makes rules and regulations governing the program), the Rhode Island State Investment
Commission (which oversees the investments of the assets of CollegeBoundfund), the Federal Deposit
Insurance Corporation (FDIC) or any instrumentality thereof. CollegeBoundfund is managed by
AllianceBernstein L.P. and distributed by AllianceBernstein Investments, member FINRA.
Did you know? We recently added a first-of-its-kind Age-Based
Index Portfolio, designed to track the Morningstar® 529 College
Savings Moderate Index Series. This portfolio will complement
CollegeBoundfund’s current actively managed options.
00119720
Investors should consider the investment objectives, risks, charges and
expenses of CollegeBoundfund carefully before investing. For a copy of the
Program Description, which contains this and other information, visit our
website at www.collegeboundfund.com, or call your financial representative
or AllianceBernstein Investments at (888) 324-5057. Please read the Program
Description carefully before investing.
229.17% increase in e-delivery sign-ups in 2014 vs. 2013 as a
result of additional promotions, including above newsletter
Print and Digital Campaign
•
Developed a series of “Better than
Ever” ads for the Rhode Island
Newspaper Group, WaytogoRI.org,
and several digital publications
“CollegeBoundfund
has given me the
opportunity to
save for my
son’s future.”
“Thanks Mom and Dad for
CollegeBoundfund – it’s
the greatest gift you could
ever give me.”
Jared
Quinnipiac University
Hometown: Lincoln, RI
Carla and Jace,
from Cranston, RI
CollegeBoundfund® is a tax-advantaged savings plan that helps families save for higher
education or career training. Exclusive benefits to Rhode Islanders include a state tax
deduction, low fees, a low investment minimum and CollegeBoundbaby SM.
You should consider the investment objectives, risks, charges and expenses of CollegeBoundfund carefully before investing. For a free copy of the
Program Description, which contains this and other information, visit our website at www.CollegeBoundfund.com/ri, or call your financial representative
or AllianceBernstein Investments at (888) 324-5057. Please read the Program Description carefully before you invest.
CollegeBoundfund ® is a tax-advantaged savings
plan that helps families save for higher education
and career training. Exclusive benefits to
Rhode Islanders include a state tax deduction,
low fees, a low investment minimum
and CollegeBoundbaby SM.
You should consider the investment objectives, risks, charges and expenses of CollegeBoundfund carefully
before investing. For a free copy of the Program Description, which contains this and other information,
visit our website at www.CollegeBoundfund.com/ri, or call your financial representative or AllianceBernstein
Investments at (888) 324-5057. Please read the Program Description carefully before you invest.
Providence Business News
5 Questions With Gail Mance-Rios
•
Answered questions on the benefits of 529 plans and the special
advantages of CollegeBoundfund for
Rhode Islanders; addressed rating
concerns and investment
enhancements; and debunked
financial aid myths.
College Savings Month
College Savings Month ThingLink
•
Created a ThingLink that included
links to CollegeBoundfund videos,
thought leader articles, websites
and relevant curated content
•
Click through rate of 26.21%
•
The “Enroll with
CollegeBoundfund” link had 28
hovers
Link to College Savings Month ThingLink
College Savings Month ThingLink
Content Highlights
College Savings Month Digital
Influencers Campaign
•
Partnered with two mom digital
influencers to strengthen ThingLink
audience reach
•
Jane Govednik and Mary Larsen
shared ThinkLink on personal
Twitter and Facebook profiles
multiple times throughout College
Savings Month, resulting in
expanded engagement
Treasurer Raimondo eNews Blast
•
September eNews focused on
CollegeBoundfund and benefits of 529 plans
•
Shared ThingLink directly in eNews
•
Highlighted mom digital influencers
Holiday Gifting
Holiday Radio Campaign
•
Radio media schedule: November 24,
2014 - January 5, 2015*
•
Existing radio creative to the tune of
“Jingle Bells,” highlighted
CollegeBoundfund as a great gift
option
•
Population: 651,333
•
Reach: 89.9%
•
Frequency: 11.1x
•
CollegeBoundfund (to “Jingle Bells”)
Dashing through the mall With holidays on the way
Want to please the kids
But not spend all my pay
Clothes that don't fit right
Toys they do not need
I want to make their futures bright
oh, someone help me, please!
(chorus)
CollegeBoundfund, CollegeBoundfund A plan called 5-2-9
Help your kids achieve their dreams
And give the gift online! Oh
CollegeBoundfund A plan called 5-2-9
A gift from family and friends,
That lasts a whole lifetime!
Direct Mail Online Giving
Mailed to 8,900 current RI account holders just before Thanksgiving; accompanied by two e-blasts to more than 3,200 account holders via email
Encourage others to help your child dream big
and save for the future.
To enable online gifts to your child’s CollegeBoundfund account,
register at www.collegeboundfund.com/gifting, where you’ll
unlock the ability to:
Give the gift
of education.
• Send e-mail invitations for friends and family to contribute online
• Track contributions received as you save for your child’s future
• Receive online contributions for any occasion throughout the year
With CollegeBoundfund ,
friends and family can
give your child a gift
that lasts a lifetime.
You should consider the investment objectives, risks, charges and expenses of CollegeBoundfund carefully before
investing. For a free copy of the Program Description, which contains this and other information, visit our website
at www.collegeboundfund.com/ri, or call your financial representative or AllianceBernstein Investments at
(888) 324-5057. Please read the Program Description carefully before you invest.
®
•
E-mail blast results (Nov 25)
•
•
Stevie from
East Providence, RI
Saving since 2006
28% opened the email (approx. 878)
E-mail blast results (Dec 16)
•
29% opened the email (approx. 716)
RI Higher Education Assistance Authority
560 Jefferson Blvd.
Warwick, RI 02886
CollegeBoundbaby—new!
CollegeBoundbaby Tagline—NEW!
•
Developed new tagline to speak directly
to Rhode Island families and
demonstrate how the newly enhanced
program is Rhode Island’s Investment in
their child’s future
Program Description & FAQ
•
Developed supporting documents
to define the new enhancements
to the CollegeBoundbaby
program, including a program
description and FAQ
•
These documents are included on
the AllianceBernstein website and
are also provided to parents at
the birthing hospitals, if requested
Launch Event: Infographic
•
Developed a researchbased infographic to
showcase how
CollegeBoundbaby and
CollegeBoundfund are
helping Rhode Island
families send their children
to college
Launch Event
•
Hosted roundtable event at the
Community College of Rhode
Island with then Governor-elect
Gina Raimondo and then
Treasurer-elect Seth
Magaziner, plus expert
researchers and key Rhode
Island stakeholders, to
announce the newly enhanced
CollegeBoundbaby program
Launch Event Cont’d
Speakers and researchers included:
•
Dr. William Elliott III, Associate Professor, University of
Kansas (KU) and Founder of the Assets and Education
Initiative •
Melinda Lewis, LMSW, Associate Professor of Practice,
KU and Assistant Director of the Assets and Education
Initiative •
Margaret Clancy, MSW, Policy Director, Center for Social
Development, Washington Univ. in St. Louis
•
Anthony Poore, Community Development Manager,
Federal Reserve Bank of Boston
•
Leigh Tivol, Senior Director of Programs, Corporation for
Enterprise Development (CFED)
•
Ray Di Pasquale, President, Community College of
Rhode Island
•
Patricia Roberts, Roundtable Moderator, Managing
Director, AllianceBernstein Investments •
Heather Hudson, Director of Financial Empowerment,
Office of the Rhode Island General Treasurer
•
Faith A. LaSalle, Chair, RIHEAA Board
Launch Event Media Highlights
•
•
Television
•
Total Hits: 21
•
Audience Estimate: 418,835
•
Calculated Ad Value: $14,464
•
Calculated Publicity Value: $43,392
Print/Online
•
Total Hits: 20
•
Audience Impressions: 789,992
•
Media Value: $39,036.23
•
Publicity Value: $117,108.69
Launch Event Social Chatter Highlights
Launch Event Social Chatter Highlights
CollegeBoundbaby “Check the Box”
Hospital Collateral
•
•
•
Provided to all Rhode Island birthing
hospitals to accompany the Birth
Worksheet, which parents complete to
receive their child’s birth certificate
Includes a back page that provides
answers to frequently asked questions and
program contact information
Team will work with hospital staff to gauge
feedback on the success of the piece
A Birth Day Gift
for Your Baby!
Check YES to receive
$100 for your baby’s
college education.
In honor of this special day, you can
receive a $100 CollegeBoundbaby SM
Grant to help you start saving for
your child’s future. Simply check
YES on the Birth Worksheet!
(See section 9a: CollegeBoundbaby)
TO
YE
REC
$10 EIVE
0!
S
$1 Million Online Gifting Tool
Promotions
Media Outreach
•
Sent gifting release to all RI
daily, weekly and online
publications
•
Targeted reporters who recently
covered CollegeBoundbaby
announcement
•
Secured local coverage, plus
national hits from AP pickup
•
Total media hits: 13
Metrics
Direct Account and Contribution Data
2014
2013
% Increase
New RI Direct Accounts
1,255
1,113
11.3%
RI Direct Contributions
$7,864,393
$5,871,124
25.3%
Tracking provided by AllianceBernstein.
Gifting Tool Data
2013
2014
% Increase
$502,747
TBD
TBD
Number of RI accounts receiving
gifts via gifting tool (full year)
429
TBD
TBD
Gifting tool contributions
(Nov 2014/Jan 2015 campaign)
$243,345
TBD
TBD
Number of RI accounts receiving
gifts via gifting tool
(Nov 2014/Jan 2015 campaign)
196
TBD
TBD
Gifting tool contributions to RI
accounts (full year)
Tracking provided by AllianceBernstein through Adobe and online gifting tool metrics.
Congrats on a great year!

CollegeBoundfund Review, 2014 Attachment A

Transcription

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