the oregon college savings plan
Research to be relevant.
Build an approachable brand.
Position the campaign.
Get to know the people.
By completing several primary research phases, we assessed Oregonians’ experiences, perceptions of the brand, and the drivers and barriers to opening an OCSP account.
Get to know the platforms.
To better inform our media buying, we identified the media channels that potential account holders use to consume news and entertainment.
zip codes represented
Reimagine your look.
Refresh the brand identity and introduce a signature illustration style that’s uniquely OCSP. Inspired by strategy, we aimed to resonate with everyone, beyond class, race, and geographic divides.
Push your own boundaries.
Use familiar shapes and approachable metaphors to simplify complex financial topics. We pushed past static graphics and brought the campaign to life with signature stylized illustrations and animations.
Give the brand a voice.
Silent films are a thing of the past. OCSP needed strong scripts, engaging music, and a warm, approachable voice to breathe life into the campaign. We found just the right fit.
Keep it cohesive.
The animation spots, audio ads, social media posts, and website landing pages all used an integrated visual language. We applied our illustrative style across channels to streamline and unify the user experience.
How it worked out:
What the numbers look like.
Quarter over quarter, there was a 19.2% increase in account opens and a 49.6% increase in direct site traffic from our campaigns.
The Oregon College Savings Plan is officially on the Oregon map.
We connected new communities across the state with the OCSP brand. With targeted, tailored messaging within previously unexplored platforms, we drastically increased their reach while also improving ad effectiveness — which means more people now know they can save for their kids’ future (which means more winners in the game of life).
Account Management: KC Anderson
Project Management: Matt Monnin
Strategy: Scott Lansing, Zach Galehouse, McKenna Albion, Chris Morales, Jake Cheek, Julien Demers
Writing: Elizabeth Harney, Annie Russell, Margaret Park Bridges
Design: Michael Rosenau, Adam Pollack, Ellen Skiff, Eli Caudillo, Chandler Subra
Motion: Marina Valentina
Development: Cemal Richards, Madelaine Trujillo, Josh Reid