They are advertising their educational prowess directly to parents, through billboard signs on highways, mailing campaigns and clothes carrying slogans.
Rowe Price and USAA have been gaining market share through increased advertising, educational information on their websites and other direct selling efforts to clients.
That has big implications for advertising as an educational tool and as a sales channel, says Jeremy Lockhorn, director of emerging media at digital agency Razorfish, a unit of Publicis Group.