The Simple Road Toward Financial Freedom
Integrated Marketing Campaign
As part of a semester-long project at the University of Kansas, I collaborated with a team, 6 Chicks Creative, to develop a marketing campaign for The Simple Road Toward Financial Freedom by Steve Short and Mark Schlipman. One of our objectives was to establish a clear brand identity that can be implemented on social media and the website. Our second objective was to increase visibility among small and medium-sized businesses by establishing a consistent speaking circuit. We did this by conducting audience research, developing strategic messaging, and creating marketing materials tailored to the target audience.
My Contributions
Conducted audience research to better understand Generation Z's financial habits, values, and media consumption
Helped develop customer personas to guide campaign strategy and messaging
Created social media content and promotional materials aligned with the campaign's goals
Collaborated with teammates to develop cohesive branding and messaging across multiple platforms
Presented campaign recommendations supported by research and strategic insights
Completed Campaign Book
By 6 Chicks Creative
Research
Audience and Personas
Understanding our audience was the foundation of the campaign. Through secondary research, interviews, and survey data, we identified the financial goals, challenges, and behaviors of both Gen Z and HR managers, allowing us to develop messaging tailored to their needs.
Secondary Research
We conducted extensive secondary research to better understand the financial education landscape and the trends influencing our target audiences. This research helped shape our campaign strategy by identifying opportunities to create accessible, relatable, and actionable financial content.
Competitive Landscape and Best Practices
To develop an effective campaign, we analyzed organizations, financial educators, and digital creators. This research identified best practices for building trust, simplifying financial concepts, and creating engaging content across digital platforms.
Social Media Content
