The Florida Prepaid College Plan is the most successful state-run college savings plan, yet sales of its lesser known Florida College Investment Plan have languished since introduction in 2000. Downs & St. Germain Research was hired to conduct dyads and triads with purchasers and non-purchasers to identify drivers of brand choice and identify obstacles to brand choice.
Based on results of the qualitative research, we developed a statewide telephone survey to quantify results so the Florida Prepaid College Board could make a prepaid college experience available to more young people. We helped design a single brand strategy for the two main products, and identified an internet-based method for operationalizing the single brand strategy.
