State of Washington (GET) Marketing Campaign

When Washington joined the ranks of states offering special savings accounts to families pressed by college costs rising at triple the rate of inflation, we named the program, then created two brochures and a Web site to launch it. The challenge was to make this dry, complex subject simple, so we focused on the threat of missed opportunities. The tagline, "Tomorrow's Tuition at Today's Prices" sums up the program (you pre-pay your child's future tuition at present rates). The parental responsibility appeal comes in the headline, "Your children's dreams are their own. Their opportunities are up to you".