Challenge

LMD was tasked with developing a campaign to meet the following objectives:

• Establish Lela as the main borrowing source for students and parents seeking to finance a college education.
• Position Lela as the authority on student lending in Louisiana, with the answers to help navigate students and parents through the borrowing process.

Solution

• Developed an integrated outreach campaign with a youthful theme to establish Lela as the go-to resource for individuals and families looking to obtain college financial assistance or those with questions about the application process.
• Developed a design platform that uses common questions about financial aid as headlines.
• Designed the logo/tagline, “Ask Lela” to position Lela as the college loan expert.
• Conducted research to assess Lela’s current position in the market.
• Designed tabletop display and exhibit banners; designed and wrote flyer providing students and parents with a summary of Lela’s programs.
• Designed new website incorporating easier navigational tools and comprehensive descriptions of Lela’s programs and services.

Outcome

• Lela partnered with a non-profit student advising organization to provide financial aid, guidance, and support to parents and students.
• Lela is regularly invited to speak at financial aid fairs and schools about financing college education.
• Lela is recognized as Louisiana’s only non-profit student loan provider.