Digital Product Marketing
The Hub
Because everyone deserves a bank that is looking out for them with easy and simple money management digital tools.
Overview
Product
Online Banking – Personal Financial Management tool.
Business Objective
Increase bank deposits and consumer acquisition
Strategy
An all in omni-channel marketing campaign persuading and educating internal and external audiences to transform how consumers digitally engaged.
Consumer Insight
Managing my money is too complicated and there is no proper system to help me plan. I wish I could see how I am currently spending and tricks on how to better save. Product Solution: Create a personalized financial platform that included: Spend Analysis, Goal Setting, Budget Planning.
Creative Solution
Leveraged everyday scenarios and life moments to connect the simplicity and ease of use of the new online banking tools. How to Videos used to educate and engage customers and prospects. Sales collateral visually represented actual experience.
Campaign
The Hub Launch
Everyone deserves to have the tools to better manage their money, regardless how much of it or, not so much of it they have.
Money Management can be daunting so a team of brand, marketing and product leaders came together to reimagine what it meant for a bank to look out for its customers.
The Hub was a massive undertaking building a new online banking platform to help all consumers feel more confident about their money. I lead the sales collateral and enablement pieces, internal training videos, "how-to" sizzle videos for customers, and .com page creative layouts.
This was an omni-channel campaign where the change began with our bankers. The work I led was fundamental for our teams and customers to get to know the product and quickly drove adoption.
Certain transaction triggers different money heads up tips.
I wanted the voice to feel human, kind and encouraging, drafting hundreds of possible scenario copy to achieve an authentic and friendly voice that helped people better manage their money.
