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USC Education Savings Plans Inc.
The Need This company and industry was being severely criticized by the government, media and consumers for plans that were perceived as inflexible and expensive.
The Brown & Cohen Solution Increased profile of select senior executives by developing and implementing media tours across Canada on personal finance issues Met with federal and provincial governments on region specific plans to make improvements to education savings products such as top-ups and grants. This work significantly contributed to the creation of the Canada Education Savings Grant and Alberta Centennial Education Savings program Organized industry association to provide an independent voice for lobbying efforts Arranged for speakers at annual conferences Helped grow industry from $2.5 billion (1998) to $20 billion (2008)
The Results Media relations campaign generated over 300 major pieces of coverage in Maclean’s, Money Sense, The Globe and Mail, Toronto Star, Vancouver Sun, National Post, Halifax Chronicle Herald, Regina Leader Post, Winnipeg Free Press, CTV News, CBC News, etc. Convinced the federal government to introduce the Canada Education Savings Grant program in 1998 and the Canada Learning Bond in 2004. Worked with the Ontario government towards this same goal. A similar program was implemented with our assistance by the Government of Alberta in 2005: the Alberta Centennial Education Savings (ACES) program. Other provinces, including British Columbia and Quebec have implemented similar programs.

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