March 19, 2014
Emotional JayRay Campaign Aims to GET Parents to Start Saving for College
Striking an emotional chord with parents is the first step JayRay took to help boost enrollment in the Washington State Guaranteed Education Tuition (GET) program.
JayRay developed a campaign that celebrates childhood milestones and encourages parents to take their own first step—college savings with GET. The statewide campaign, featuring television commercials, print ads and radio spots, also introduced a new tagline: “Save Today. Secure Tomorrow.”
The campaign also aims to reverse to misconceptions that hindered GET’s growth. People perceived the program as unstable and thought it only covered universities in Washington state. Today, parents are joining thousands of other families and signing up for GET.
Through May 31 the spot will air more than 7,300 times on nearly every TV station in Washington. JayRay developed the creative concept, wrote the scripts, produced the spots and coordinated distribution to the stations.
The new GET spots are posted on the organization’s YouTube channel.
GET is one of only five state 525 prepaid college tuition plans in the country with a guarantee in state law. GET is a self-sustaining program and does not rely on general state budget funds.