Understanding Audience Priorities

During this project, we identified key financial education and wellness topics across a defined polycultural audience. Our team identified six core groups and conducted extensive audience research to understand how financial wellness content was perceived and desired across these segments. Based on these learnings, we developed a content strategy that addressed and communicated these key financial considerations. This involved tailored formats, tones, and perspectives to ensure the content resonated with each audience segment.

Delivering Impactful Financial Content

After identifying these core audience segments and their unique motivators, we put together key content themes and 90+ topics to fit within this overall narrative. Utilizing this extensive research, we ranked these topics by priority and created content calendars for each group to craft this strategy around key dates throughout the year. The final output included one sheeters for each audience segment summarizing the overall insights and content priorities.