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Making Dreams Come True
JANUARY 20, 2011
Last June, Rueckert Advertising partnered with the Higher Education Services Corporation (HESC), the state's student financial aid agency, on a statewide public awareness campaign to promote the New York Higher Education Loan Program, a low-cost, state-sponsored student loan. Our three-month, $2.5 million statewide multi-media campaign, which introduced the private loan product as a low-cost student loan available to help fund your college dream, was a major success.
The initiative, which drove New Yorkers to HESC.org/nyhelps for more information or to apply, included transit in New York City and Long Island, mall advertising, cable and broadcast television, billboards, radio commercials, Internet search advertising, newspaper banner ads, print advertising, and emails to students,
Final results indicated that we not only increased brand awareness of the loan product, but also met HESC's first year loan volume goal for fall semester loans. We also increased web traffic from an average of 196 visitors per day to more than 1,800 per day during the campaign. The media campaign resulted in more than 1.5 billion gross media impressions, and the agency was able to negotiate more than $1 million in documented media bonus value.
