Challenge

With 1/3rd of California residents being Hispanic, Fidelity ScholarShare College Savings Plan needed to develop a dialogue with a key target: Hispanic adult women 25-54, building awareness and driving enrollment.

Insight
Saving for college is an important goal, but our target lacked the knowledge of how to get there, making it feel unattainable.

Strategy
Break down the barrier of affordability by focusing on how Fidelity’s program enables parents to save for their children’s education for as little as $15 a month, making college within reach.

Execution
A multi-channel campaign targeting bilingual, middle class, primarily female households. Campaign leveraged radio, print, and online.