NextGen 529

Services

Strategy
Creative Services
Media Planning and Buying
Social Media

Team

Tim Blackstone
Andreas Loppnow
Sarah Rowlands
Heidi McInerney
Traci Marquis
Jen Porto
Hannah Richards
Josh Emerson
Jessica Laracy

Digital tools are an effective way to educate and encourage behavior change in an audience. Case in point- the website for the NextGen College Investing Plan, now NextGen 529. NextGen 529 is a fantastic way for friends and family of Maine children to save funds for continuing education after high school. Yet, only about 14% of Maine families were opening NextGen accounts, and fewer still were making regular contributions.


Digital Advertising Fast Facts

59%
percentage of traffic paid campaigns drive to the site
37%
percentage of conversions from paid campaigns
57%
increased time users driven from paid campaign spend on site

An Intuitive and Personal Website

Working with the team at the Finance Authority of Maine (FAME), VONT began the project by developing an information architecture (IA) that focuses on the key actions investors – and potential investors – need to take, and highlights the paths that encourages traffic to the right areas of the site.

The visual design of the site built on that foundation, using intimate, personal imagery and a conversational tone to present information in an easily understood manner that encourages further exploration, and lowers the barrier to participation.