Rob Zodda

For the launch of Sallie Mae’s Personal Loan, I created product positioning statements, unique direct mail concepts, web copy, and a new online application flow.

I had the opportunity to collaborate with consumer researchers, product owners, UX teams, graphic designers, and more.

This brochure is the #1 most widely used piece of print collateral that Sallie Mae’s sales team distributes, and it’s found in college financial aid offices across the country.

It was important to not only position the loan as the immediate solution to a problem, but also highlight the choices borrowers can make, and what each of those choices will mean for them later on.

How America Pays for College is an annual report from Sallie Mae and Ipsos. It’s one of Sallie Mae’s most important integrated campaigns each year.

My work on the printed report, infographic, animated web page, social media posts, and sales assets contributed to one billion impressions earned in print, broadcast, and online. The study was picked up by Forbes, CNBC, USA Today, US News, and more. 

Research showed that it’s not just a lack of knowledge that prevents parents and students from having the paying-for-college talk. There’s a ton of emotional barriers too—and everyone has their own hang-ups (especially about money).

This series of financial conversation starter memes proves to students and parents that they’re not alone in how they’re feeling. The content is relatable because the insights came from real student testimonials. Each post links out to practical resources like a free scholarship finder or helpful checklist.

This was one of our top-performing content series, generating high engagement, including saves and shares—and consistently beating the engagement benchmark for finance & education content across Meta’s family of apps.

This video series was created to answer common questions about Sallie Mae’s Smart Option Student Loan. I wrote the scripts and was involved every step of the way, from casting the talent (real employees), to creating the graphics, to editing.

These ads were the inside spread and back cover of US News and World Report’s “Best Colleges” issue.

Vistaprint, a company that helps small businesses market themselves, experienced rapid growth thanks to their low prices. But the company was viewed as viewed as cheap and customers weren’t coming back.

I helped the company become seen as a more reputable provider with emails that—while still promotional—have a balance of rational and emotional benefits.

I love when I get to write direct mail copy that feels more personal. It might be a letter from Vistaprint’s president to the company’s most valuable customers. Or maybe it’s a quick note to freelance graphic designers who are excited to dig into their new print sample kit.   

I was the lead writer on Sallie Mae’s brand style guide. These are a few excerpts from the fifty-one-page document.

Watch the 30-second commercial here.

We tested multiple concepts with consumers before producing this commercial and building out other assets that tell the story through broadcast, digital video, online display, and paid social.

I led the creative strategy for this email series, which helps position Sallie Mae as a more emotionally supportive brand, rather than just transactional.

High school seniors were drawn to the relatable tone and the content—these emails had strong open rates from 35-62%.

“For where you’re headed” positions Sallie Mae’s credit cards as a way to help cardholders reach their financial goals faster.

The value prop of the cards is that they reward cardholders for responsible financial behaviors like paying their bill on time or using cash back rewards to pay down their student loan.

While Sallie Mae did a great job of supporting students on their way to college—the brand wasn’t very good at supporting students while they were actually in college.

This uplifting Instagram series was created specifically to engage in-college students with the support and motivation they need to succeed at school and make it all the way to graduation.

The posts often link to practical resources like real student stories and even a custom lo-fi beats album created specifically to help students focus while studying.

As lead copywriter, I acted as an ACD on this series, working with junior writers to create the content calendar, craft the copy, and ensure this always-on content was delivered each month.

Talking about how to pay for college can be awkward for high schoolers and their parents. That’s why we created “Go Fund Yourself,” an icebreaker card game.

We printed physical decks of cards and got them into students’ hands. Plus we used the game to grab attention on social media, while providing practical tips and driving to Sallie Mae’s free college planning resources.