The 529 industry, faced with the dismal fact that 56% of parents don’t know about these college savings plans, is debating whether to launch a national advertising campaign or to reach parents on a more individual basis through a grassroots marketing campaign, Investment News reports.

“We are well aware of the fact that awareness of 529 plans is not where we as an industry wish it to be,” said Jackie Williams, chairwoman of the state administration group College Savings Plan Network and executive director of the Ohio Tuition Trust Authority. The College Savings Plan Network is leaning in favor of a major national ad campaign and is currently looking to hire an agency and to partner with a company, not necessarily a financial services company, to help fund the effort.

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