Business Challenge

In 2006, The First Marblehead Corporation engaged Euro RSCG Edge to elevate their recently created proprietary brand, Astrive Student Loans, to the leadership position in the direct-to-consumer private student loan industry.

To achieve this significant goal, Edge would need to:

• Develop significant and immediate brand awareness and consumer relevance
• Optimize all aspects of the purchase funnel
• Surround the target audience with effective messaging during the student loan marketplace's peak buying period
• Ensure that loans written by Astrive were of the highest borrower quality