Case Study:
Inclusive Strategy
Morgan Stanley
Bringing Inclusivity to a Legacy Brand
Project overview
Morgan Stanley wanted to develop a comprehensive financial wellness content strategy that builds affinity across a diverse set of audiences for Morgan Stanley At Work solutions. Audience Research & Insights Content Strategy & Planning Comms Architecture & Messaging Framework
Understanding Audience Priorities
During this project, we identified key financial education and wellness topics across a defined polycultural audience. Our team identified six core groups and conducted extensive audience research to understand how financial wellness content was perceived and desired across these segments. Based on these learnings, we developed a content strategy that addressed and communicated these key financial considerations. This involved tailored formats, tones, and perspectives to ensure the content resonated with each audience segment.
Delivering Impactful Financial Content
After identifying these core audience segments and their unique motivators, we put together key content themes and 90+ topics to fit within this overall narrative. Utilizing this extensive research, we ranked these topics by priority and created content calendars for each group to craft this strategy around key dates throughout the year. The final output included one sheeters for each audience segment summarizing the overall insights and content priorities.
Increase in Engagement Rate on Content Created
Increase in Participants Enrolled in Services
