The Minnesota Office of Higher Education’s SELF Loan allows students to better manage the costs of college, and bridge the gap that often occurs in financing. It’s a program of immeasurable value to students and their families. We were asked to distill their potentially complex message in a memorable – and actionable – communications effort.

Simplicity was the guiding principal in our solutions, with messaging designed to work equally well across digital platforms via social content, a website, and downloadable information. The tone of voice was deliberately accessible and friendly. This fully coordinated campaign is delivering a significant yearly increase in website visitors.