Sallie Mae is the nation’s leading provider of education loan funding, service and support. They have helped millions of students achieve their dream of a higher education, and currently handle one-third of all outstanding federally insured student loans. The corporation manages more than $116 billion in student loans for some eight million borrowers in the United States. Sallie Mae expanded their education loan offering into the private school sector and required the development of a focused direct marketing campaign to broaden awareness and generate interest.

Many parents choose private schools for their children to cultivate their unique skills in a more intimate, supportive and nurturing environment. But a private school education comes with a price, and often parents wonder how they’ll pay for it. SKM Group positioned Sallie Mae’s K-12 Family Education Loan^TM as the answer to parents’ educational finance concerns.

First, SKM provided list recommendations. Sallie Mae chose six outside lists to test. SKM also created a direct mail package which featured messages combined with specific images that would resonate with our target audience. A strong emotional appeal reiterated to parents the correlation between children’s education and their future.By testing a variety of lists, SKM was able to increase Sallie Mae’s chances for success. Additionally, we included a sweepstakes incentive where applicants could win $3,500 in free private school tuition.