To expand The Wiser Group’s reach, I developed a dual-audience social media and advertising strategy. For younger audiences, specifically college students, the goal was to increase awareness of the importance of starting financial planning early. I promoted Wiser Start, a virtual planning service designed to give students easy access to financial guidance and to shift the perception that planning should only begin once they are “settled” in life.

As part of this initiative, I coordinated on-campus video shoots at Western Michigan University, where we interviewed students about their real thoughts and feelings toward money and financial security. These authentic, relatable stories became the centerpiece of a three-month campaign that drove strong engagement and significantly boosted awareness among the target demographic.

In parallel, I created campaigns focused on The Wiser Group’s retirement planning services, tailored for audiences aged 30–65+. This messaging emphasized long-term financial security, trust, and professional expertise, ensuring the brand connected with both emerging professionals and established individuals preparing for retirement.

• Consistently talk about retirement messaging while keeping the content contemporary and relevant 

• How to engage with college students 

• Learning to talk to 2 different audiences (young students & professionals looking to retire) 

• Navigating specific ad requirements

• Navigating financial compliance 

• Increase awareness within the Kalamazoo community

• Start a new program for Wiser Start, which engages with college students to encourage them to start financial planning

• To grow beyond just word of mouth from current clients 

• To become digitally well-known 

• To show up top of the page for search