529 FUTURE SCHOLAR CAMPAIGN (2025)

529 plans are a relatively new and evolving investment option, and many financial advisors lack confidence in their understanding of them. As a result, advisors often default to other investment vehicles when discussing college savings with clients. To address this gap, we developed a campaign tied to the March Madness basketball tournament to spark interest and initiate meaningful conversations about 529 plans among advisors and, ultimately, investors.

The campaign centered on a dedicated landing page that housed educational resources about 529 plans for both advisors and investors. It also featured interactive tournament brackets displaying the tuition costs of participating schools, that works as a conversation starter. The landing page was promoted through digital banner ads, social media, internal website placements, and branded promotional materials.