Metrics 101

A cross-channel campaign PARTNERS+simons created for MEFA's loan products outperformed all expectations in an especially challenging financial services environment, driving 44% more visitors online than the 2007 campaign, and driving 20% deeper into the site.

MEFA, the Massachusetts Educational Financing Authority, is a not-for-profit committed to making college more accessible and affordable for Massachusetts families via loans and savings vehicles. Given the economy, the 2009 student loan season promised to be especially challenging for both MEFA and the families they serve.

PARTNERS+simons developed an integrated campaign designed to attract new loan customers while also targeting people who'd taken out a MEFA loan before. Print, radio, outdoor and direct mail drove prospects to a new microsite with content and tools specifically for loan-seekers. Our team tracked everything from open rates and click-through rates to view-through rates and ultimately conversions, via unique tracking codes. MEFA plans to use learnings from this campaign to drive future efforts, including a second semester financing campaign.