The Mattis
Group's integrated campaign contributed to an overall
10% increase in Sallie Mae's market share.
Student
Loan
Consolidation
The Challenge
Sallie Mae engaged The Mattis Group to market its
student loan consolidation product, SMART LOAN®, to college,
graduate school, law school, and medical school graduates.
Student loan consolidation allows graduates to combine
multiple student loans into a single, consolidated loan
with a lower interest rate and a repayment term of up to
30 years.
The Strategy
In order to develop a comprehensive strategic marketing plan, The Mattis Group
meticulously researched the current trends of the consolidation market, analyzed
past marketing efforts and their corresponding results, conducted numerous interviews
through an outbound phone survey and identified inconspicuous demographic and
buyer profile behaviors. The campaign marketing budget and schedule was then
developed and the campaign was implemented.
The Media
• Direct Mail
• E-mail
• Outbound Telemarketing
• Internet PR Program (press releases, online classified ads, chat campaign)
The Results
Direct mail kits achieved a 2% - 4% response rate.
Automated pre-recorded telephone calls lifted the mail response by 25%.
Email to current customers achieved an extraordinary 22% open rate with 8% responding
to the offer.
Overall, the 2002 integrated marketing campaign contributed to an overall 10%
increase in Sallie Mae's market share from 58% to 68%.
