Goal Financial is one of the largest student loan companies in the nation. However, Goal is still a largely unknown brand because it has marketed to consumers primarily through subsidiary marketing centers. As other student loan providers began to adopt Goal’s successful “direct-to-consumer” approach, the company brought in Channel Communications to expand its marketing and branding efforts under the Goal Financial name. Our initial assignment was to develop a suite of advertising and marketing communications materials.

Capitalizing on the Goal name, we created an “aspirational” print advertising and collateral campaign that highlighted individual students’ goals and how Goal Financial was helping students achieve their goals.