Ally Bank Content Plan

Completed in November 2022,  the purpose of this assignment was to pick a brand that needed a content strategy shift. In the brand I chose, Ally Financial, I saw an opportunity for growth in their aspirational content, and the ability for Ally to target a younger audience.  The report analyzes 'why' the financial market is the way it is in Q4 2022-Q1 2023 and 'who' can take advantage of it currently on both a market-wide and company-specific scale. It also includes a consumer journey, purchase funnel, and implementation strategies for cadence, altitude, and content examples. This assignment was a passion project for me. I am very interested in financial content and learning all that I can about ways to save and invest in every market, and I feel that Gen Z is often counted out of such conversations. So, being able to recommend content that speaks to my generation about the future of our money was significant. 

Link to the full 35-page content plan