While considering a variety of strategies, one stuck out from all the rest. In an effort to reach and engage new and younger audiences, creating a series targeted specifically to them was a no-brainer. Here's what we came up with:

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Mission & Voice: Common Cents is a multi-platform series focused on the most important basic financial concepts people need to know in order to get a grasp on their money and set themselves up for success.

Voice: An authentic voice to reach the audience in ways they want to be reached. We are real, engaged and connected. 

Goals: 

• Empower people by giving them the information, resources, tools and motivation they need to succeed financially.

• Educate young people and/or anyone looking for sound financial advice that’s easy to consume and easy to understand.

• Empower people to take control of their money – and their future – by providing them with the tools they need to successfully navigate their own financial life – with the ultimate goal of reaching financial freedom.

• Inform, educate, empower, motivate, inspire.

Distribution: Clark.com, various social media platforms, internal & external partner websites.

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Here are a few ways we designed the series to accomplish this:

• We used a young host (Alex, co-founder of Sparq), in order to make the content more approachable to young people.

• Alex wrote the scripts, hosted the videos, wrote the text guides and helped produce each video.

• We launched with 12, 101 topics that covered the basics of personal finance -- from budgeting and saving to buying a car -- in a variety of formats, including: long-form videos, snackable videos, text guides, infographics, social graphics and more.

• We used a pre-set distribution and reporting schedule to keep all content organized and determine what was resonating with users and what wasn't; The roll-out plan was shared with all internal editors/social managers with direct links, UTM codes and other details.

• We launched the series at Fin-Con (a national personal finance conference) where Clark was the keynote speaker, in order to spread the word, set up potential partnerships and more.​

• Once the series began to generate a lot of engagement, we continued to expand the content strategy and topics.