A team Presentation from Collosus for their Treford team Project

1. Content Marketing
Strategy For
Prepared By: Team Colossus

2. We are the content marketing team for a fintech startup,
called UNICASH, and our job is to drive the adoption and
implementation of their app with its target audience through
content marketing.
Our primary objective is to develop a comprehensive
content marketing plan that effectively promotes the app,
drives widespread adoption, and achieves the desired
objective set by the company.
Overview of
the case
study

3. Meet the
Content
Marketing
Team
Emmanuella Barakat
Faith

4. 01
02
03
04
05
06
07
Content of this
Case Study
An overview of the project
What is UNICASH?
Brand strategy: Meet UNICASH a
little more deeply
Market Research & USP
An overview of our content
strategy
Distributing and Creating
Content- let’s get into it!
How do we measure our
Metrics and KPIs?
08 SEO: let’s get into it!

5. 03 Brand Strategy

6. Our Brand Story
Meet Victoria Memeh
A student who hates
the lack of control
she has in regards to
her finances
Now much older,
Victoria is trying to
figure out what she can
do to prevent university
students from having
the financial troubles
she did.
That's when the
idea of creating
UNICASH came to
mind!!
Victoria created
UNICASH to help
students in university
have better control of
their finances through
savings and
investments.

7. What is UNICASH?
Everyone talks about millennials and their future,
particularly in terms of finances, but few remember
the younger generation, and their financial needs and
struggles.
This is where UNICASH comes in. UNICASH is a
platform catered to the younger generation,
particularly, undergraduate university students. It is
their go-to app for everything concerning financial
literacy, saving, and investing.

8. Brand Purpose:
We believe that financial control and security should be accessible to
all, that's why our purpose is to empower university students with the
means to navigate the financial landscape by helping them develop
healthy financial habits early on, so that they can make more informed
financial decisions and achieve their goals.
Vision:
In our vision of the future, financial stability is within reach for every
university student and recent graduate. Our goal is to establish
ourselves as the go-to app for students, providing support on their
path to financial security and control.
Mission:
Our mission is to provide a comprehensive solution through a blend of
educational resources, technological services for savings and
investments, and engaging events that promote financial literacy
among students.
Brand Messaging

9. Level Up Your Finances: Save, Invest, and
Crush It!
Our Brand Values:
Reliability, Education, Ease, Transparency,
Security, and Fun
Our Brand Voice:
Confident, Friendly & Fun
Our tagline

10. Potential Brand Partnerships and Collaborations!
Financial Education Organizations: MyMoney.ng, e.t.c
Influencers and Personal Finance Bloggers: Salem, IndependentBella, e.t.c
Student Associations and Clubs: Student Government and Finance Clubs, e.t.c
Education Institutions: Private/Public/Federal Universities
Government Agencies

11. UNICASH is your savings and investment sidekick,
providing you with the opportunity to make better financial
decisions.
To sum it all up:

12. 04
Market Research,
Target Audience and
Buyer Persona

13. Defining our Target Audience
Our target audience are nigerian university
students, specifically undergraduate students, both
male and female.
They are students at private or federal universities
and polytechnics.
Our target demographic ranges from 16 to 24 years
old.
These are students who want to learn how to save
money and develop good saving habits.
They are also interested in learning how to save
money from their part-time jobs, businesses, and
side hustles.
They want to save money for school exams,
textbooks, and field trips.
They are also looking into investment opportunities
that would be profitable for them in the end.

14. 10 Students Responded.
We asked about their demography,
lifestyle, savings and investment habits to
inform our target persona's.
We carried out a survey!

15. Buyer Personas
Temilade, 17, female,
first year Accounting
Student at Babcock
University.
Godwin, 26, male,
6th year Medicine
Student at UNILAG.
Chijioke, male, 20, 3rd
year Mass comm
student at LeadCity
University.
Occupation: Student/Unemployed with no
side hustle
Location: Lagos, Nigeria
Income: N5000 a week from parents
Pain Point: Wants to learn how to save now
that she is now in university. She wishes to
save some amount of money at the end of
every week into a savings account.
Needs: Needs a platform that understands
her needs as a student and allows some
fluidity in how she can save money. She also
wants there to be an option to lock her
money so that she can save for
emergencies
Occupation: Research assistant
Location: Lagos, Nigeria
Income: N50,000/Monthly
Pain point: Although Godwin
understands the importance of good
financial habits, he struggles to put what
he knows into action and needs
guidance.
Needs: Godwin needs a medium that is
easily accessible so he can monitor his
investments without worrying about
being scammed.
Occupation: Student and Online Content
Creator
Location: Lagos, Nigeria
Income: Earns N100k monthly from brand
adverts, campaigns and pocket money.
Pain Point: Failed attempts to save money
using a regular bank account, often withdraws
funds or sends money out despite intentions.
Needs: Desires to save money and break free
from excessive spending on social events and
friends. Recognizes the importance of
investing for the future, actively follows
finance-related content

16. 05 Competitive Analysis

17. Meet Our Competitors
RiseVest
A platform designed to help people make dollar
investments
PiggyVest
A platform designed to help people save and invest
easily
Cowrywise
A platform designed to build savings and investment
culture among the growing population of underserved
African middle class and millennials”

18. Company Strengths Weaknesses Threats Opportunities
Piggyvest
One of the market leaders.
Trusted name and brand.
First to launch advantage.
User friendly app.
Customer rewards, referral program.
FREE to use.
Great social media marketing and online content team.
Limited Offline Presence
Lack of Differentiation
Limited Targeting
Intense Competition
Changing Consumer
Behavior
Regulatory Challenges
Market Expansion
Partnerships with Financial
Institutions
Enhanced Personalization
Cowrywise
Big on financial literacy(infographics, blog posts, FAQ
section, website)
Website is very detailed
Great SEO ( appears on first page on SERP for most things)
Not very active on social
media as of recent(
TikTok and Instagram)
They barely use
influencer marketing
Poor Online Reputation
Management
More creative use of social media
to reach their target audience
More media/news features
Positive reviews from current users
and customers
Risevest
User-friendly app with a 4.5 rating and great reviews
Financial authority in US markets.
Great Use of storytelling marketing
A customer-centric approach to investing
Great customer support
Poor social media
presence to reach
younger crowds to
educate them on finance
and investments.
Limited diversified
portfolio
The high charges that come
with deposits and
withdrawals (5%)
Inclusivity in their marketing
campaigns– especially on their
app.

19. 06 Unique Selling Point

20. What makes UNICASH different?
UNICASH differentiates itself by focusing on the younger generation to provide them
with adequate tools for financial literacy, control, security, and freedom enabling them
to thrive in this volatile world.
Free in-app video content to help break down financial jargon.
UNICASH also provides students with a UNICASH card which helps to get
discounts(funded through partnerships).

21. 07 Content Strategy

22. Brand Awareness
Lead Generation
Customer Acquisition
10,000 followers on Instagram in
6 months.
5000 followers on Twitter in 6
months
10,000 TikTok in 6 months.
Generate 50,000 monthly
website visits till the end of 2023
5000 newsletter sign-ups by the
end of 2023.
Generate 50,000 monthly
website visits till the end of 2023
10, 000 app downloads by the end
of 2023.
Content
Goals/Objectives

23. Financial Literacy
Product Features/Updates
Case Studies
Entertaining and Relatable Content
User Generated Content
What are our Content Pillars?

24. A walkthrough of our content plan for the first month
Content Formats: Email, Infographics, Blog post, Video, Reels,
Carousels.
Content Types: How Tos, Product Announcements, Human
Stories, User Cases, Onboarding Content, Campaigns, Visual
articles

25. Our first month content calendar for social media.

26. Blog
Posts
Emails

27. How would we create and produce our content?

28. 08 Content Distribution
09 Resources
09 KPI

29. Our Content Distribution Channels
OWNED CHANNELS EARNED CHANNELS PAID CHANNELS
Website and Blog Media Coverage
Partnerships(Influencers,
Educational Institutions, Student
Associations/Clubs, Student-
focused social media page)
Email Newsletter Reviews Sponsored Ads
Social Media Posts/Profiles Social Mentions

30. Let'sTalkResources!
MarketingBudgetFor
TheFirstMonth
Sponsored Ads
Instagram ads, Twitter ads:
N200, 000
Influencers
43%
28.5%
28.5%
Micro-influencers fees:
N300, 000
Tools
Design Software: (Adobe InDesign,
Canva Pro): N70,000
Scheduling Tools(Buffer): N30, 000
SEO Tools(Semrush, Ahref): N100, 000

31. Brand Awareness
Goal 1 KPIs: Social Shares, Comments, Likes, Follower/Subscriber Count, Brand
Mentions
Tracked and Analysed through Social Media Insights/Analytics and Buffer
Goal 2 KPIs: Website Traffic, Bounce rate, Article Views, BackLinks
Tracked and Analyzed through Google Analytics, Ahref and SemRush, Content
Management System
Lead Generation
Goal 1 KPIs: Email Subscribers, Click Through rate, Cost Per Lead,
Bounce Rate
Tracked and Analyzed through MailChimp, Meta Business Suite
Customer Acquisition
Goal 1 KPIs: Number of App Downloads, Conversion Rates
Tracked and Analyzed through Back-end software
Key
Performance
Indicators(KPIs)
All of these reported through Monthly
meetings and reviews with the Content
Team

32. 10 SEO Strategy

33. Our Search Engine Optimization (SEO) strategy will be divided into three parts
: On-page, Off page and Technical SEO
ON PAGE OFF PAGE
We will focus on keyword research, optimising the website
content, meta description, tags with the keywords we’ve
chosen from our research on Semrush.
With listing, we would create a google my business profile
for UniCash to make it easier for our audience to find out
Some of the keyword we want to rank for are;
Financial literacy for students
saving money as a student
how to make money while going to school full-time.
student savings app
investing for university students
financial literacy for university students
budgeting tips for undergraduates
Our strategy for high quality back links is Collaborations
with media outlets like TechCabal to discuss all things
finance, especially as they pertain to our audience
&Making pitches to influential finance bloggers to write a
blog post as a guest. This would help us largely increase
our authority and credibility.

34. Technical SEO
Improving the page speed of our site by compressing the images without compromising on their
quality.
Reduce the number of redirects on the page and leverage browser caching so that the page
doesn't reload when a visitor returns to it.
Submit XML sitemap to Google, Bing and other search engines to help them crawl the website
better.
Generate an HTML site map to allow website visitors to easily navigate the UNICASH site on the
footer of the webpage.
Remove all Thin and Duplicate Content.
Write persuasive copy on 404 pages that link back to useful website pages.

35. Thank you, any
questions?