For OppenheimerFunds’ Private College 529 Plan, a prepaid tuition plan, we created a new website to engage both consumers and participating colleges, making it easier for them to understand a complicated product.

Situation

OppenheimerFunds took over as program manager for Independent 529 Plan, a prepaid tuition plan sponsored by a consortium of over 270 private colleges. The plan allows parents to pay less for college tuition by locking in today’s rates at participating colleges. The plan’s primary sales channel, its website, was confusing, dull and dated. It was difficult to sell consumers on the value of the plan when they had difficulty understanding the basics, like how it works and who it’s for.

Participating colleges had their own section on the web site. Again, it was hard to navigate and which content was password protected did not always make sense. High turnover with administrative college staff, who redeem the tuition certificates, made ease-of-use even more important.

Solution

We reorganized the website architecture based with the goal of simplifying the complex. Like the proverbial onion, consumers and participating colleges can peel the layers, so they get the right level of information at the right point. The name change to Private College 529 Plan and the rich color palette increased the brand’s clarity and accessibility. An interactive map tool allows engages consumers and allows them to quickly identify participating colleges. Images featuring children discovering and learning drive home the benefits of the plan.

Check out their website at www.privatecollege529.com