Objective: Due to the current economic turmoil, Ohio State Treasurer Richard Cordray has launched Your Money NOW, a program designed to educate Ohioans about controlling their financial well-being and avoiding the pitfalls of financial products.
Idea: Since last year, Ohio's high-school students have been required to take personal finance education courses. Your Money NOW builds on that idea, covering everything from budgeting to saving to advanced topics like managing a portfolio. The scale of the program has grown to meet the needs of the entire state.
"We want to reach 11.5 million Ohioans," said Cordray. "That can't be done in one or many physical settings. [We're] using Web 2.0 technology in service of helping people have more access to information in a livelier format." Yourmoneynowonline.org features courses, chat forums, expert articles, and other resources.
The Treasury office hopes it will become a trusted source for personal finance education and move up the ranks on search engines when citizens are looking for help. "[This] may be an opportunity for other states as well," says Cordray.
Tools: The site was launched at a Dress for Success Cleveland financial workshop. Dress for Success is a partner that promotes financial independence among women. Grassroots outreach will take place through workshops hosted by other Treasury office financials, such as Women&Money and Seniors&Money. CDs will also be distributed at libraries, banks, and other public spaces for those without Internet service.
Measurement: Traffic on the Web site and SEO results will determine the success of the effort. The launch has already gotten coverage in various local media outlets.
Company: Ohio Treasurer of State Richard Cordray
Campaign: Your Money NOW
PR team: In-house
Other marketing: Interactive CD/direct mail
Launch: November 3