ASA selects Brodeur as AOR

BOSTON: Federal student loan guarantor American Student Assistance (ASA) has selected Brodeur as its AOR.

BOSTON: Federal student loan guarantor American Student Assistance (ASA) has selected Brodeur as its AOR.

Communications messaging and tactics have yet to be worked out, but Brodeur will help ASA promote its new "Financial Wellness" programs, which provide students and families with more information about debt management with the ultimate aim of avoiding default.

ASA also plans traditional and new media outreach to build support for more education about debt management within the student loan program in general.

"We believe the priority should be helping students learn how to manage their debt," said Alessandra Lanza, ASA's corporate PR manager. "They don't think about the consequences. There's credit card debt that's much more prevalent, and add to that the student loan debt and you have people struggling with it when they get out of schools."

The student loan industry has taken a hit in its overall reputation of late, following revelations that some schools' financial aid offices were steering students toward higher-cost loans in return for remuneration of one form or another. Lanza said the industry is hopeful it can overcome these issues, although working with journalists on a complex topic like student loans is always a challenge.

"We've seen throughout the country, as newspapers slash budgets, that there are less and less reporters specializing in matters of higher education, so typically you're not talking to people who cover it every day." Lanza said. "You're starting from square one."

Financial terms of the account were not disclosed, nor was information on the RFP process. The ASA would not disclose which firm ASA worked with previously.

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