Specifications include, but are not limited to: Development and execution of an annual, comprehensive Marketing Plan- the plan will contain marketing goals and related strategies, including, but not limited to: A. The development, maintenance and/or enhancement of an existing strategy which will enhance Maryland 529’s marketing materials for the year; B. Development of segmented Maryland 529 client personas and related segmented messaging and activities to increase account holdings within these segments; C. A specific strategy to reach expectant/new parents, as well as current parents and/or grandparents and adult learners; D. A specific strategy to reach adults with disabilities and/or families of children with disabilities that may be eligible for Maryland ABLE; and E. A specific strategy to target minority market and low income households, with a focus to promote the Save4College State Contribution Program. 2.3.2 Market Research - Market Research - Market research is a critical component in guiding Maryland 529’s advertising and communications to new prospects and existing account holders A. Recommend and manage various projects, including working with vendors to provide insight and analysis into research findings and reporting, scheduling, and coordinating meetings and presentations. B. Facilitate focus groups or similar testing of knowledge of 529 Plans, customer satisfaction, advertising concepts for major campaigns, brand positioning, or other marketing-related issues as requested by Maryland 529. C. Conduct a market study and other formal market research to provide insight and analysis into new prospects and current account holders’ behaviors as requested by Maryland 529...
