Submitted by: Aristea Williams, EdFund

In most financial aid offices, the focus on maintaining a low cohort default rate strongly emphasizes preventive measures - communicating with students early and often about the importance of student loan repayment and the value of financial literacy. But even in an office where financial literacy programs are well developed, it can be a challenge to continually get the word out to borrowers. Think of financial literacy as a vital outreach project, and consider these marketing strategies for disseminating your message.

Update Your Web Site
Keeping your Web site up to date with fresh ideas, graphics and information gives students a reason to make repeated visits. Providing valuable links to money management topics, listing important financial aid deadlines and allowing access to downloadable forms helps create a Web environment that serves students on their schedule and at their convenience.

Refine Your Message
Nike says, "Just Do It." American Express says, "Don't Leave Home Without It." What does your school say when it comes to financial literacy? Develop a clear message to send to students about their money. From building a spending plan to managing credit wisely and everything in between, it's important to be sure students hear and see your message frequently.

Use Quality Collateral Materials
Planning a money management workshop but don't know where to start? Need a targeted publication but lack the time to create one? Why re-invent the wheel? From various industry Web sites, you can choose from a wide variety of presentations and publications geared toward educating students about the benefits of wise money management and realistic borrowing. Using new materials will give your efforts a fresh look and, more importantly, send a compelling message to your students.

Create New Ways to Communicate
Use intriguing methods of informing students about financial aid services: consider screen savers in computer labs to promote financial literacy concepts, create money management tips instead of music for students to listen to when they're put on hold, and think of new ways to use bulletin boards. Be creative - the possibilities are endless!

Remember, students won't come asking for a better understanding of money management - it's up to you to reinforce those concepts whenever possible.