Pennsylvania Treasury

The Pennsylvania Treasury partnered with JPL to raise awareness, trust and engagement for three distinct savings programs—PA 529, Keystone Scholars and PA ABLE—by creating campaigns rooted in strategy, emotion and credibility.

For PA 529 and Keystone Scholars, we began with deep discovery—listening to parents, families and individuals across Pennsylvania. Focus groups, surveys and segmentation analysis uncovered critical insights: awareness existed in name, but true understanding didn’t. While audiences in big cities showed interest, rural communities were less familiar with these state-run programs. Across the board, the idea of securing a child’s future struck an emotional chord.

Research fueled a strategy centered on relevance and emotion. We collaborated with Treasury teams to test and refine concepts, ultimately landing on “Be Their Hero” for the PA 529 program—a bold, comic-book inspired creative platform that also provides flexibility for each program to adapt messages and creative content as needed. Print, digital, social, billboards and video content were tailored to connect with diverse mindsets across different audiences, each positioning everyday people as champions of their loved ones’ futures.

JPL partnered on external media buying strategy to sharpen targeting, optimize spend and ensure consistent messaging. The cross-team collaboration created a more agile campaign—enabling faster pivots, clearer alignment and seamless execution tied to shared KPIs.

To tie messaging to measurable results, we built a real-time campaign dashboard. Integrating media analytics, site engagement and Treasury program data, it became a single source of truth for stakeholders—enabling smart optimizations and deeper insights into behavioral impact.