Firstly:

Building a
Financial Lifeline
for the Sandwich Generation

I joined Strategic Financial Solutions at a pivotal moment – the formation of a new Interactive Products team tasked with building a brand from the ground up to empower their debt customers with financial education and support. As Director of Search and Social Media, I was instrumental in shaping every facet of this ambitious endeavor, from brand inception to successful launch.

My first order of business was to assemble a talented team. I made key hires, including an editorial director, social media strategist, SEO manager, and graphic & motion animation designer. Together, we embarked on the journey of crafting a brand that would resonate deeply with our target audience – the Sandwich Generation.

This demographic, feeling the financial squeeze of supporting both their children and aging parents, needed a trusted resource to guide them through their unique challenges. I spearheaded extensive audience research and analysis, which led us to identify this niche audience and develop a comprehensive content strategy tailored to their needs.

Our flagship product, Firstly.com, emerged as a digital haven for the Sandwich Generation. I was the driving force behind the brand's identity, brand name, style guide, and overall look and feel. Collaborating closely with my team, we created a welcoming and informative online space filled with educational resources, tools, and community support.

To amplify our reach and drive brand awareness, I launched a multi-channel Go-To-Market campaign. We leveraged ASO, Google Search ads, paid social content, and targeted user acquisition campaigns to encourage app downloads & waitlist sign-ups.

To further connect with the Sandwich Generation and expand Firstly.com's reach, we launched a branded podcast called "Club Sandwich." This weekly show served as a promotional vehicle for our editorial content, offering our target audience an engaging audio experience that delved deeper into the financial topics that mattered most to them.

Additionally, we strategically leveraged Spotify's Audience Network to secure targeted podcast advertising placements. By aligning with popular shows like The New York Times' The Daily, The Athletic, Good Morning America Podcast, and Marriage Kids and Money with Andy Hill, we ensured that our message reached a wider audience of individuals interested in personal finance, sports, and news. This approach generated significant brand awareness for Firstly.com during its crucial launch phase.

Key Accomplishments:

  • Team Building: Assembled a talented team of content creators, marketers, and designers to bring Firstly.com to life.

  • Brand Development: Led the creation of Firstly.com's brand identity, name, style guide, and overall aesthetic.

  • Audience Research: Conducted in-depth research to identify and understand the needs of the Sandwich Generation.

  • Content Strategy: Developed a comprehensive content calendar focused on educating and empowering our target audience.

  • Go-To-Market Campaign: Launched a multi-channel campaign, leveraging Google Ads, social media, podcast advertising, and user acquisition strategies.

  • Results: Successfully launched Firstly.com and built a thriving online community dedicated to financial wellness for the Sandwich Generation.