Compelling Messaging for Top-Ranking Growth
Messaging Strategy | Copywriting
The Challenge
Steady, the app that helps LMI (low- and middle-income) workers gain more control over their money, was behind on messaging for the new year (2022). Up against tight deadlines, they were considering falling back on standard new year resolutions communication “just to get something out there.”
The Solution
Unfocused communication is always a risky marketing endeavor, even more so when the conversation focuses on challenging financial situations. To get them back on their strategic front foot, we fast-tracked market research that uncovered the economic and emotional realities in LMI communities.
The Result
Our insights revealed a clear direction that tapped into what really mattered to LMI workers: financial empowerment. Steady dropped the potentially tone-deaf “resolutions” messaging, kicked off campaigns around our findings, and drove it through summer. By August, they had gained close to 1 million new members and became the 7th fastest-growing private company in the US, according to Inc 5000.
More Of What We Do
Trust-Building Brand Identity
Tools for Effective Marketing
