ALLIANCE Member Case Histories
Launching a New Financial Product
Member: Susan Baltake
Client: State of California (Sacramento, California)
Challenge: Implement proposed new statewide financial product designed to help parents (and others) save for their children's college education.
Strategy: Developed budget, obtained legislative approvals, issued RFP and selected key vendors. Publicized concept and benefits through statewide media PR and advertising campaign across 13 media markets. Focused on benefits of product (tax-deferred growth of assets) and unique benefits of specific program (lowest fees, broadest choice of investment options, low minimum deposits).
Results: Successfully launched statewide program and built it to 20,000 accounts and assets of more than $80 million within nine months.