Thought Leadership Campaign

For 25+ years, Virginia529 has helped millions of families plan
and save for the future through its tax-advantaged 529 savings
programs as well as leading ABLE savings program, ABLEnow.
At the helm of Virginia529 is chief executive officer Mary Morris,
a leading financial expert who boasts more than 30 years of
experience in the financial services industry.

Leveraging Thought Leadership

Virginia529 wanted to implement a thought leadership campaign to help build brand awareness for Virgina529, and support account growth for both its education savings programs and ABLEnow. Being a frequent national speaker on financial wellness and a trusted voice on related issues, CEO Mary Morris was a natural choice to lead with. Virginia529 and Sweeney set out to further establish Mary as a national thought leader and a go-to resource for national and Virginia media on financial wellness

The goals included:

  • Build brand awareness for Virginia529,
    Invest529 and ABLEnow
  • Establish Virginia529 CEO Mary Morris as
    an industry thought leader
  • Support account growth

A Consistent & Dedicated Approach

We get our hands dirty with in-depth research. We learn the ins and outs of the financial industry as it relates to education and disability savings from breaking news to new laws impacting the programs to important ways to help families save for the future. We create a mix of broad pitches to pique media and podcast interest and nurture relationships with priority contacts, so they continue to rely on Mary as a trusted resource.

We also strategize and write bylined feature articles and op-eds. Not only do we bring relevant topics to the media and podcasts, but we also actively track breaking news and events and pitch Mary’s timely point of view.


national media
virginia media
total placements

Sweeney is proactive and incredibly responsive. We trust their counsel and feedback and have seen positive growth in our earned media footprint as a result.”

Devon Copeland,
Senior Communications Associate, Virginia529

Client partner for 3 years

I think this was a really good media interview. Excellent pitch – walks through the key points nicely.”

Mary Morris,
CEO, Virginia529

Client partner for 3 years

My conversation with Mary was very helpful and informative. I’d love to collect a few quotes on the record from her.”

Emma Patch,