With a wide target audience, try to speak to everyone at once and your message will resonate with no one at all.

SunTrust Bank looked to us to help grow their savings account product. The great thing about a savings account is that everyone needs one. The catch is that it means the client needs to speak to varying ages, incomes, and stages of life.

So, the client asked us to take a chosen concept and segment it out into four personas, tailoring the messaging to each segment’s pain points and next steps in life.

I delved into the “Young Professional” persona and wrote to that segment. The challenge was that even within the segment, the audience could be 20 years old with no children, no mortgage, and saving for the next exciting experience. Or, they could be 39 years old with three children, moving into their next home, and saving for retirement.

In the PDF below, take a look at how DM and email copy spoke to the two sub-segments, upselling more banking customers on the client’s savings products.

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_{*Project completed as an employee of FARM, LLC.}