The Ultimate Savings Guide For COVID-19 & Beyond
SingSaver's first ever digital-only guide to help readers get back on their feet, after being battered by the pandemic.
What this project is all about
Back then, SingSaver was building a user portal where one could check the status of product applications, claim rewards, and read up on tailored personal finance knowledge. At the same time, we were in the first year of the pandemic, when everyone was thrown into a financial crisis to varying extents. The 'Ultimate Savings Guide' killed two birds with one stone; offered as a free, downloadable PDF upon sign-up, it accomplished business objectives of onboarding new users onto the portal. On users' end, they could access real-world, practical, easy-to-follow and statistically-backed information on surviving COVID-related money problems.
My role
As the overall project lead, I conceptualised the digital guide with a skeletal draft and presented it to the Head of Marketing. The big picture idea was to mimic the 3 phases of the circuit breaker in the chase for financial breakthrough: Level 1 introduced readers to an 'Expenditure Lockdown' chapter, detailing ways to minimise money outflows. Level 2 went in the opposite direction to expound on income multiplying methods. Level 3 concluded the digital guide with beginner-friendly ways to milk excess savings by putting them into investment vehicles.
Upon approval, I gathered a team and assigned each task according to where their strengths lie, replete with a project calendar. I also oversaw the essential coordination between the content writing team and the graphic designers to ensure every member saw the same vision.
The crew
The team that worked on SingSaver's first ever digital 'white paper' included my team of content writers (a total of 5), a fellow editor, and 2 designers.
Outcome
The digital guide saw 13 iterations and went into publication after almost 6 months' worth of work. It was released onto multiple marketing channels such as blogs, media buys, affiliates, a landing page, EDMs and SEM. We considered the 'Ultimate Savings Guide' to have seen some measure of success: the company secured more than 600 new user sign-ups in less than 4 months.
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