For two years in a row, Rueckert Advertising partnered with the New York State Higher Education Services Corporation (HESC) on a statewide public awareness campaign to promote the New York Higher Education Loan Program (NYHELPs) -- a low-cost, state-sponsored student loan.
The eight-week campaign was a major success. The initiative, which drove New Yorkers to the NYHELPs website for more information or to apply, included transit, cable and broadcast television, billboards, radio, newspaper banner ads, print advertising, Internet, social media, direct mail and email marketing to students.
The loan program secured more than $12 million in loan volume the first two years of its inception. Web traffic steadily increased as the campaign rolled out, with the website seeing more than 100,000 unique visitors in the first six weeks of the campaign. The campaign resulted in more than 2.3 billion gross media impressions, not including the additional $1.5 million in documented media bonus value that we were able to negotiate on behalf of HESC.