Highway Benefits

Highway Benefits lets employers help their staff pay down student loans as a workplace benefit. I led a six-week campaign to establish it with the HR press as the leading platform in that category, just before federal student loan repayments restarted.

I positioned the company’s CEO as the expert on what the restart meant for employers and employees, and tied each pitch to moments HR and benefits reporters were already covering, including an IRS webinar.

Within the six weeks, coverage ran in Entrepreneur, HR Brew, HRMorning, BenefitsPRO, Accounting Today and Morning Brew, among others.