J.P. Morgan Asset Management: 529 College Savings Planning Campaign

To start the year on a strong foundation, we developed a strategic messaging framework, anchored by a tagline and core narrative, that positioned the College Planning Essentials Guide—a cornerstone resource for advisors—as a central planning platform.

The campaign launched through a coordinated cross-channel campaign spanning digital ads, advisor communications, and thought leadership platforms. The effort drove awareness and adoption while equipping advisors with tools to spark meaningful conversations about college planning.

Beyond the initial launch, the platform activates during key seasonal planning moments throughout the year, from tax season and back-to-school to early planning and year-end discussions—encouraging advisors to engage clients in forward-looking college savings conversations while driving back to the guide.

Bringing JPM’s thought leaders and experts to the forefront, we developed and dripped throughout the year a social-first content series featuring stakeholders sharing insights in an authentic and impactful way—translating complex strategies and JPM’s market leadership into content that is accessible, relatable, and easy to understand.

By transforming the College Planning Essentials Guide into a year-round marketing platform, the campaign strengthened J.P. Morgan’s voice in the college planning space—equipping advisors with timely insights and meaningful ways to guide clients through one of life’s most important financial decisions.