Teaching the Value of Savings and Delivering a Beautiful Brand Experience on a Budget


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How do you teach the value of savings to parents? Becoming a parent is a stressful (and expensive) time. And now, more than ever, in the face of a global pandemic, saving for a child’s future may not be paramount to a parent’s concerns. But what’s true is the pandemic will pass and whilst we wait for that eventuality, in parallel a child will continue to grow. So how do you cut through the noise and create an informative piece of digital innovation that cuts through the noise and teaches parents the value of savings? You map a journey…

A Journey Starts with a Step

We start the journey with a child in utero. The Children’s ISA is a Junior ISA specialist, so like an expectant set of parents, there are lots of questions so we wanted to answer some of these. What is a Junior ISA? Are there different kinds and what are the pros and cons? We linked an informative to the microsite which is a compendium of answers to a parent’s questions. 

What’s the payoff? 

Getting parents to save requires a carrot and as well as a stick. And the Children’s ISA found that illustrating what you could get through an online calculator. The calculator predicts, based on projected and historical figures, what the Junior ISA will be worth. In order to bring this to life, we chose to link to content which told the story of what the fund could be worth at different points in a child’s life from aged ten to 18. 

Savings are more sustainable than toys

Our seas are polluted with plastic and our landfill sites groan with unwanted toys. We wanted to illustrate how parents, god-parents and grandparents could improve a child’s prospects and also the planet’s too. The Children’s ISA peppered their blog with how savings are going to be more sustainable than the latest ‘it’ toy. 

How to create an engaging digital experience without giant budgets

The Children’s ISA is a proudly independent company. Their proposition, however, is also firmly in the domain of UK financial services giants like Halifax, Santander and Legal&General, to name a few. Our challenge was to create an engaging, informative piece of digital collateral that wouldn’t break the bank. As such rather than looking at heavy-duty coding, Webflow allowed us to use beautiful design without the need to spend weeks and weeks creating code from scratch. 

What is Webflow? 

Webflow describes themselves as a platform which enables you to design and develop a website, visually, without ‘touching a line of code’.  By using visual templates but, unlike, WordPress, no plugins, it is possible to create a visually stunning website or, in the case of The Children’s ISA, a microsite without the ‘bloat’ of WordPress or, in the case of creating something in .Net, spending weeks and weeks coding. 

A blend of beautiful design and vertical animation

The Children’s ISA wanted to create something that looked visually stunning with ‘flow’. This was rooted in the truism that years can often glide by. Like the fictional character, Ferris Bueller said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it”. Fun and engaging visual characters spoke to the brand identity and the vertical animation employed gave the microsite the flow. 

A microsite that keeps on going growing…

Rather than produce a microsite that was a ‘here today and gone tomorrow’ The Children’s ISA wanted to produce a piece of content that could become a content hub which more images, animation and blog articles could be added to over time, quickly, efficiently and most importantly, cost-effectively. This enables the microsite to grow with the business. 

Teaching parents to save but also benefiting the business

From an SEO perspective, The Children’s ISA knew that the ‘money’ term in the industry is the term ‘Junior ISA’. By creating blog posts which targeted the term and linking it to the microsite after only four weeks of the campaign The Children’s ISA moved from the middle of page 3 of Google’s organic SERPs to the bottom of page 1. 

How can other businesses punch above their weight against big competitors?

  1. Whether your business is in a niche or mass market there will always be a ‘money keyword’ which you can go after. Find out what that keyword is by using Search Conole or AHREF’s and target that term with content. 
  2. Many businesses will have design assets that they have invested in. For example, stock photography bought with perpetual licences or, original designs used for printed collateral. Can these assets be reused and employed via a digital medium, much like The Children’s ISA? Webflow, with it’s easy to use templates will make it easy re-uses design assets in a digital context. 
  3. Don’t think about a one-hit-wonder. An investment in a piece of digital content should be exactly that, an investment. Anything that makes a website ‘stickier’ will increase the key ranking signals of time-on-site and engagement. Making the microsite ‘future fit’ (something that can be augmented at a later stage) will allow you to keep getting the returns on your investment for many months (and perhaps years) to come. 
  4. Build links within your niche. Google’s ranking system is a closely guarded secret but what has been true for many years is that digital marketing professionals will always focus on content and links (backlinks). Backlinks with a high Domain Authority (D.A) built organically through a process of online PR will increase the D.A of your website and will send it higher in organic SERPS. 
  5. Always provide value. Content that answers questions will be rewarded and there are tons of artificial intelligence platforms out there which will tell you all of the different questions and prepositions around a phrase. However, a simple and painless way to check this is to simply Google and see what other questions their algorithm poses. 

Terry McCusker, Director – SearchUp

SearchUp is a Digital Marketing Consultancy in Newcastle-under-Lyme, Staffordshire, UK. We offer services that make websites convert better and increase the visibility of businesses online.

We work with all companies of all shapes and sizes from Insurance Brokers to Tech Start-Ups and eCommerce companies. The key criteria for whom we work for is simple — can we add value to the client (this is normally a positive ROI)? Secondly, will the client add value to our business (are we the right fit)?

The world of marketing has changed beyond all recognition in the last decade and keeps changing all the time. A client project now is often very modular, requiring different skill-sets; this is why we work well with others. We work with clients directly, creative agencies and web developers. We have even worked with other digital agencies — there’s plenty of work to go around, and fundamentally, we like working with nice people.

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