Student Lending Works (non-profit)

Student Lending Works (SLW) is Ohio’s designated non-profit provider of student loan consolidation products. The organization’s activities include financing of affordable student loans that provide unmatched choice and benefits. Additionally, any surplus revenue generated by SLW’s lending activities is contributed to the State of Ohio’s education programs.

Challenge

While a subsidiary of KnowledgeWorks Foundation, one of the U.S.’s leading philanthropic organizations benefiting education, SLW is still a start-up company with no brand recognition and few, if any, media relationships. SLW received a designation in February 2005 as the State of Ohio’s non-profit lending organization. The organization launched officially in September 2005. Being a non-profit, SLW also was committed to reaching a multimillion dollar revenue goal by mid-2006.

Solution

After understanding SLW’s marketing objectives and its relationship to both KnowledgeWorks Foundation and the State of Ohio, O’Keeffe Communications, Inc. (OCI) helped SLW identify 1) customers to be presented to the media and 2) SLW’s target audiences, which includes both mainstream, business and college media contacts. OCI then developed a timed communications plan designed to strategically convey targeted messages to college graduates and young professionals, college students (both undergraduates and graduate students), parents, and corporate human resource managers.

Results

OCI helped SLW generate repeat exposure on Forbes.com, Yahoo! Finance and other leading online news outlets, a feature article in Cincinnati’s leading business publication, an exclusive profile as a student and parent advocate on Cincinnati’s CBS affiliate television station, and numerous mentions in college publications throughout the country. As a result of these initial successes, SLW has increased its public relations commitment and has asked OCI to help promote the company’s 2006 on-campus event marketing activities, which will include financial aid and debt management symposiums. OCI also has been asked to advise and support SLW on many of the company’s advertising, direct marketing and website initiatives, which includes designing ad concepts for both print and online banner advertising to appear in Young Money magazine, on www.YoungMoney.com and in various other media.