St. John & Partners Signs Six-Year AOR Contract with Florida Prepaid College Board

After a competitive pitch, St. John & Partners (SJ&P) defended their role as agency of record for the Florida Prepaid College Board. The scope of the work will include advertising, creative services, digital marketing, and social media services, which encompass the brand’s paid and owned media channel strategy, execution and measurement. Florida Prepaid College Board spends over nine million on marketing annually.

“We’ve had a strong partnership with St. John & Partners for six years now, and we are continually impressed with their level of professionalism and innovation,” said Kevin Thompson, executive director of Florida Prepaid. “... they continually look for ways to improve our products and marketing strategies to best meet our customers’ and markets’ changing needs.” 

The new contract and subsequent advertising support commences on July 1 with extensions through 2026.  SJ&P is coming off the heels of a successful 2020 Open Enrollment, surpassing all three major sales goals and  increasing Prepaid Plan and Savings Plan sales by 27% and 39%, respectively YOY. Moving forward, SJ&P is tasked with continuing to look for innovative ways to increase conversion rates across all channels and optimize participation through retention efforts. 

Florida Prepaid’s mission is to make saving for college affordable for all Florida families. They offer two types of 529 Plans, Prepaid Plans and Savings/Investment Plans. Prepaid Plans are unique in that they lock in the future tuition costs for less and are 100% guaranteed by the State of Florida. In 2019, the Florida 529 Savings was awarded Morningstar’s bronze rating. The Tallahassee-based company believes that saving for college should be stress-free and has an online pricing tool that determines various plan costs based on the child’s age—truly offering a plan to fit any budget. It is the largest, longest-running, and most successful prepaid program in the nation with more than 2 million plans purchased and $15 billion in assets.