THE SITUATION

Upwise, a financial wellness app from MetLife, was looking for a big idea and go-to-market assets to launch their new student loan forgiveness services. The new features and tools were specifically aimed at helping public sector employees reduce their student loan debt.

OUR APPROACH

Student loan forgiveness programs are complicated, often leading to rejection. For many, the current perception of these programs is negative. To change that perception and make an instant connection with the target audience, MELD created positive, dynamic, benefit-driven communications that spoke directly to the target audience, making the decision to download the app a no-brainer.

DELIVERABLES

MELD created a marketing toolkit that public sector employers can use to easily communicate the thousands of dollars their employees can save using the services available through the Upwise app. The toolkit includes a variety of outreach options, including emails, promotional flyers and posters, digital banner ads, digital signage, video and a landing page.

RESULTS

The clients loved the positive, empowering campaign and dynamic visual approach and are rolling out the assets. Additional communication tools are in development!