Challenge: A financial advisory provider wanted to fill a marketplace gap in personal financial education for college students. Ultimately, the brand wanted to understand the opportunity to establish a relationship with college students by creating a financial literacy program to fulfill relevant information needs and establish the brand as a trusted source for financial guidance and education.

Objective: To identify the best way to engage with students and the optimal content to motivate them to participate, as well as to understand the potential impact of such an initiative on brand perceptions and future consideration.

Solution: Plan-it conducted exploratory discussion groups among a range of college student segments and recent graduates across multiple U.S. markets.

Result: Findings and insights from the study were used to develop strategies to drive engagement among this audience, including communications strategies and format, and content recommendations.