IDeal 529 Day Idaho Press Club Awards Public Relations Division | Media Campaign Nicole Kinney, Brian Cronin, Phil Hardy

Strategies 360 was once again excited to be part of IDeal’s 529 Day celebrations. (529 Day happens on May 29th, or

5/29, and is a national day dedicated to building awareness of 529 college savings plans). This year’s campaign,

which was multi-faceted and unlike anything IDeal had done in the past, helped generate more marketing prospects,

forge new partnerships with key community organizations, and garner media attention to help raise awareness for

IDeal.

Strategies 360 and IDeal agreed that since 4 of 10 IDeal account holders are prompted to open an account because

of the birth of a child, hospitals and new parents should be the focus of this year’s 529 Day activities.

S360 and Executive Director Christine Stoll reached out to hospitals across the state to gauge interest in participating

in a $529 giveaway to the first baby born at each hospital on May 29. In the end, five hospital systems participated:

Saint Alphonsus (Boise), West Valley Medical Center (Caldwell), Eastern Idaho Regional Medical Center (Idaho Falls),

Madison Memorial Hospital (Rexburg), and St Luke’s (Boise), who also financed giveaways at their locations in Me-

ridian, McCall, the Wood River Valley, Mountain Home, Jerome, and the Magic Valley. Other hospital systems, in-

cluding Kootenai Medical Center (Coeur d’Alene) and Portneuf Medical Center (Pocatello), indicated interest in par-

ticipating, though were not able to devote time to doing so this year. Strategies 360 worked with each hospital’s PR

and Marketing team to create media advisories and press releases for each media market. We also coordinated with

media on May 29th as the winners were announced. We saw media attention in every media market where a baby

was born on May 29th. In the Magic Valley, McCall, and Mountain Home, we did not see media attention, as too

much time had passed between May 29th and when the babies were born, or in some cases, we did not receive pho-

tos until several days after the birth of the baby, at which point the story was not considered newsworthy by media

outlets.

While we finalized details and work plans with the hospitals, Strategies 360 also worked to publicize the launch of an

online $529 giveaway. Strategies 360 and IDeal agreed that it was important to include a direct response marketing

component to the campaign. While the hospital giveaways were important for increasing awareness for IDeal at a

relatively low cost, it was equally important to ensure that we continue to generate leads for future use. Strategies

360 managed a digital campaign to drive traffic to the contest, as well as worked to garner media hits about the

contest in the earlier part of the month. Strategies 360 also created a bank of “turnkey” content for partner

organizations to use to promote the contest. We, along with IDeal, reached out to dozens of organizations and

educators to ask for help promoting the contest.

In all, IDeal garnered fourteen media stories related to 529 Day—a 120% increase from last year’s efforts. Our

media monitoring software estimates total value of the TV coverage alone at over $7,200. In terms of digital media

success, we gained over 700,000 impressions and brought 2,763 people to the IDeal site, slightly surpassing last

year’s results.

Included here are the results of our coverage and advertising, and the campaign deliverables.

Executive Summary

Campaign Deliverables

IDeal—Idaho’s 529 College Savings Plan Launches Online Scholarship Giveaway

(IDAHO)— On the heels of an announcement that they will be teaming up with the College of Western Idaho to let students re-

ceive matching funds from their college savings accounts, IDeal, Idaho’s 529 College Savings Plan, is launching their own scholar-

ship giveaway this month. The push comes in the lead-up to 529 Day (taking place on May 29—5/29), a national effort to encour-

age college savings as a means of enabling post-secondary education.

To celebrate, IDeal is giving away thousands of dollars in scholarships, including a $529 contribution into an IDeal college savings account that Idahoans can enter to win by visiting https://www.idsaves.org/content/529day2015.html before 11:59 p.m. MDT on May 27th. Other scholarships will be awarded to babies born on 529 Day at hospitals across Idaho. “We really hope that our 529 Day promotion and giveaway will spur more Idahoans to take that critical first step in creating a col-

lege savings account and taking advantage of the tax benefits of doing so,” said Christine Stoll, the Executive Director of IDeal. “In

talking with Idaho students and families, we’ve learned that one of the biggest barriers to going on to post-secondary education is

finding the money to pay for it. Many families overlook the power of incremental savings and compounding over time. We hope

that the contest will spur more Idaho families to open IDeal accounts and send a message to their children that college is an

attainable goal.”

Entrants in the online giveaway must be 18 years of age or older; however, parents and guardians over 18 may enter on behalf of

children under the age of 18.

IDeal is Idaho’s state-sponsored 529 college savings program. An IDeal 529 account is an investment plan that can be opened for

anyone to save for their higher education in a tax-advantaged way. Idaho taxpayers who contribute to any IDeal account can take

a state tax deduction,1 and money can be withdrawn from an IDeal account tax free, if used on qualified expenses at any accredit-

ed post-secondary institution nationwide.2 Stoll notes that the flexible tax advantages provide motivation for grandparents, aunts

and uncles, and friends of the account beneficiary to make contributions to the account.

###

Online Giveaway Press Release

Campaign Deliverables

Hospital Giveaway Media Advisory The following is one example of the six individualized advisories that went out statewide:

Contact: Nicole Kinney | 208-716-0382 | nicolek@strategies360.com

MEDIA ADVISORY: Statewide Scholarship Blitz

First Baby Born at Five Treasure Valley Hospitals on 5/29 will receive $529 in

IDeal College Savings Account

The first parents to give birth to a child on May 29th at five Treasure Valley hospitals—St. Luke’s Boise, Elmore, and Meridian hos-

pitals; Saint Alphonsus; and West Valley Medical Center—will be presented with $529 in an IDeal 529 College Savings plan, cour-

tesy of IDeal. The Treasure Valley parents will be five of eleven Idaho families in hospitals across the state to receive the $529 in

IDeal accounts, as part of a statewide and national 529 Day Campaign (5/29) to encourage saving for college.

WHEN & WHERE:

Friday, May 29th, at each of the following locations

10:00 a.m. | St. Luke’s Boise Medical Center

190 E. Bannock Street, Boise. Park in the vendor parking near the hospital main entrance

(Parking Services staff can assist you, if needed); staff will meet you in the Main Lobby and

escort you to the family’s room.

10:00 a.m. | West Valley Medical Center

1717 Arlington Avenue, Caldwell; Located at the intersection of 10th Street and Logan Avenue

Park in the main parking lot and enter in the main front entrance. Staff will greet reporters in the main lobby

and escort media to the family’s room.

11: 00 a.m. | Saint Alphonsus Regional Medical Center—Boise

1055 N Curtis Road, Boise. Call Nicole Kinney at 208-716-0382on 5/29 for instructions on

where to go within the hospital.

11:00 a.m. | St. Luke’s Elmore Medical Center

895 N. 6th E. Street, Mountain Home. Park in the visitor area; staff will meet you in the Main

Lobby and escort you to the family’s room

11:00 a.m. | St. Luke’s Meridian Medical Center

520 S. Eagle Road, Meridian. Park in the visitor area on the hospital side (east side) of the

facility; staff will meet you in the Main Lobby and escort you to the family’s room

WHO: Parents of first baby born at five Treasure Valley Hospitals on 5/29

Representatives from IDeal College Savings Program and participating hospitals.

Other participating hospitals across Idaho:

Eastern Idaho Regional Medical Center

Madison Memorial Hospital

St. Luke’s Wood River

St Luke’s Jerome

St Luke’s Magic Valley

St Luke’s McCall

About IDeal ─ Idaho College Savings Program

IDeal is located within State Treasurer Ron Crane’s office and is administered by the Idaho College Savings Program Board.

Ascensus Broker Dealer Services, Inc. serves as Program Manager.

Campaign Deliverables

Hospital Giveaway Press Release The following is one example of the six individualized releases that went out statewide:

Contact: Nicole Kinney 208-716-0382 nicolek@strategies360.com

Photos: https://www.dropbox.com/sh/vmsb1l09znqiyl6/AABKxT9i7eIqe5QjNtpykFnna?dl=0

Baby Bump: New Parents at Two Eastern Idaho Hospitals Get

College Savings Boost during IDeal Scholarship Blitz

(IDAHO FALLS, REXBURG) – On Friday, new parents at Eastern Idaho Regional Medical Center and Madison

Memorial Hospital got a surprise bonus with their newborns: $529 in IDeal—Idaho 529 College Savings Pro-

gram accounts. The families were chosen to receive the scholarship because their children were the first ba-

bies born at the hospitals on 529 College Savings Day (5/29), a national effort to encourage college savings.

The families at EIRMC and Madison Memorial were two of eleven Idaho families in hospitals across the state to receive the

$529 in IDeal accounts, as part of a statewide and national 529 Day Campaign (5/29) to encourage saving for college. IDeal also

awarded $529 to an online sweepstakes winner.

Anberlyn Rich Born at Madison Memorial

Parents are Kylee and Thomas Rich

Holden Randall Hammon at EIRMC

Parents are Allison McKinley and Randall Hammon

“The birth of a child is a special time for families—it’s the beginning of a journey and it’s a time when families

begin to lay the groundwork for a bright future,” said Christine Stoll, IDeal Executive Director. “College may

seem a long way off right now, but setting aside money early establishes the expectation of going on after

high school, and it lets families start to chip away at what will be one of the most important investments

they ever make.”

Hospital representatives delivered the news to the families this morning. “Helping more Eastern Idaho fami-

lies save for college is just another way we work to contribute to community health. Numerous studies show

that higher education is strongly correlated with better health and happier families,” noted Jo Ann Cum-

mings, Community & Patient Relations Coordinator at EIRMC.

“By encouraging families to set a college-going culture in their homes from the day their children are born,

we can help families get off on the right foot and headed toward a healthy future,” said Doug McBride, Direc-

tor of Public Relations & Marketing at Madison Memorial.

An IDeal 529 account is an investment plan that can be opened for anyone by any family member, friend, or

loved one, and anyone can contribute to the 529 plan. Unlike a traditional savings account, money invested

in an IDeal account has the potential to grow and compound. Idaho taxpayers who contribute to an IDeal ac-

count can take a state tax deduction*, and money can be withdrawn from an IDeal account tax free, if used

on qualified expenses at any accredited post-secondary institution nationwide. Stoll notes that the flexible

tax advantages provide motivation for grandparents, aunts and uncles, and friends of the account beneficiary

to make contributions to the account.

# # #

Tweets:

Your baby has big plans. Help them get a jump-start with $529 in a college savings account. Learn how to enter: http://ow.ly/MFek8 #IDealGiveaway

Time flies! Make the most of it by saving for college now. Enter #IDealGiveaway to win $529 for #college http://ow.ly/MFek8

Have you started saving for college yet? Get a running start, enter to win $529 for #college @ http://ow.ly/MFek8 #IDealGiveaway

A few Twitter tips:

Always attach website link onto end of tweet

We recommend making links shorter by using a service like Bitly. Just go to the website bit.ly, paste in the original link, and you’ll be provided with a short link! It’s that easy.

Facebook Posts or Short Newsletter Blurb:

Two college credits. A semester’s worth of books. One month’s dorm rent. What do these things have in common? You can buy them with $529 in college savings. Learn how to enter this contest to win: http://ow.ly/MFek8

By the year 2030, tuition for a four-year public college in Idaho will cost more than $125,000. The good news is, you can start saving for your children now—and @IDeal—Idaho College Savings Program wants to help you. Enter this con-test to win $529 to get your savings started http://ow.ly/MFek8

Need a study break? Help your child win $529. Enter this contest to win money toward an account from @IDeal—Idaho College Savings Program. Learn more here: http://ow.ly/MFek8

One, five, or eighteen: No matter how old your child is, it’s never too late to start saving. Enter to win $529 for a col-lege savings account by participating in @IDeal—Idaho College Savings Program’s short video contest! Details here: www.idsaves.org/giveaway

Doctor? Graphic Designer? Fireman? Engineer? Help your child get a jump-start on their future: enter to win $529 for college from @IDeal—Idaho College Savings Program. Contest details here: http://ow.ly/MFek8

Campaign Deliverables

Sample Social Media & Email Content for Partners

Newsletter—Longer Blurb:

Option 1

How do you eat an elephant? One bite at a time. Same goes for paying for college.

IDeal—Idaho 529 College Savings Program can help. Enter their scholarship giveaway for a chance to win a $529 schol-arship. The IDeal 529 Plan has the potential to grow tax-deferred over time. Take the time to enter their contest, and you could win $529 as an initial investment to get started. http://ow.ly/MFek8 Option 2

Children love to dream. For many kids, college is a means of realizing their dreams, but when kids realize how much school costs, it can be a rude awakening.

Here’s an opportunity to stoke your child’s dreams. IDeal, Idaho’s 529 College Savings Program, is giving away $529 to one lucky winner to help jump start a college savings account. Enter here for a chance to win. : http://ow.ly/MFek8 Email:

Subject: Saving for college: get a start with a $529 prize

You’ve been thinking about your children’s career prospects since before they were born. Astronaut? Engineer? Doc-tor? CEO? Whether they’re still in diapers or getting ready to graduate high school, you’ve been helping them dream big and you want the best for them.

We all know that post-secondary education is the step that most children need to take to achieve their dreams. It’s an expectation for children in many families, but increasing tuition costs mean that the expectation is often not a realistic option. Even students who do find a way to go on to post-secondary education often find themselves saddled with stu-dent debt. We know this isn’t the future you envisioned for your child.

In May, IDeal is giving away a $529 prize toward an IDeal 529 account. Entering the contest is easy. Do it by May 27th! http://ow.ly/MFek8

No matter if you win the prize, an IDeal 529 account is a great way to prepare for college, whether your child is still in diapers or already in high school. You can even open an IDeal account for yourself! IDeal’s 529 Savings Plans are invest-ment accounts are specifically for postsecondary education expenses. Anyone can contribute to the account, and Idaho taxpayers can get tax benefits from putting money into IDeal.1 When withdrawals are used for qualified expenses at any accredited post-secondary institution nationwide, the money comes out tax-free.2 And money invested in an IDeal account has the chance to grow.

Enter IDeal’s contest to get a start on your college savings! For more information on IDeal—Idaho’s College Savings Program, visit http://ow.ly/MFek8

1 Contributions to the IDeal - Idaho College Savings Program are deductible from Idaho state income tax, sub-ject to recapture in certain circumstances, such as a non-qualified withdrawal or a rollover to another state's qualified tuition program in the year of the rollover and the prior tax year. 2 Earnings on non-qualified withdrawals are subject to federal income tax and may be subject to a 10% feder-al penalty tax, as well as state and local income taxes. The availability of tax or other benefits may be contin-gent on meeting other requirements.

Campaign Deliverables

Social Media Content—Six Weeks

Campaign Results

Digital Advertising Campaign

By May 29, IDeal’s Facebook posts reached 29,000+ people daily

Display (banner) ad campaign

Social media ad campaign

Campaign Results

Social Media Buzz

Combined, the organizations posting about

IDeal on social media boast 55,00+ combined

likes and followers.

Campaign Results

Earned Media Campaign: Print

Listen to the interview at: https://www.youtube.com/watch?v=GHL4rQMf6fQ

Campaign Results

Earned Media Campaign: Radio

Christine Stoll appeared on two morning talk shows in May—The Kevin Miller Show on 580 KIDO in the

Treasure Valley and The Neal Larson Show on 590 KID in Eastern Idaho.

Campaign Results

Earned Media Campaign: Television