Launching a New Program with Precise Targeting

Challenge

When Texas created the Education Freedom Accounts program, the opportunity was historic: $1 billion in state funding to give families new flexibility in choosing the right educational path for their children. But the challenge was just as significant. The program was new, still being defined in real time and built around a clear legislative priority to reach the families with the greatest educational needs first: families with children with disabilities and low-income families.

Here’s How We Did It

Working with the Texas Comptroller and Odyssey, Steel Advertising led the first-year marketing launch for Texas Education Freedom Accounts. The assignment required more than awareness. It required clarity, trust, precision and speed.

With only eight weeks from client kickoff to campaign launch, Steel developed a campaign strategy, creative, audience targeting, media planning and buying, multilingual materials, website support, and ongoing optimization. The campaign centered on one simple promise: giving parents the freedom to make informed decisions about their RESULTS 274K Applications Submitted 25% Above KPI Goal 90% Eligible Applications child’s education.