Charles Schwab: Every Day is the One We’re Planning For

OLV + Web + Social + Sales Enablement

Schwab was built around one idea: Put the client first. But they struggled to tell that story to employers. The solution? Stop talking like a financial services company, and start talking like people.

My role: Concepting/Pitch, Messaging, Copywriting, Creative Direction | Art Directors: Giuseppe Lipari + Kelsey de St. Germain | Copywriters: Lindsay Goldman + Olivia Cohen

The campaign manifesto served as the foundation for the story and messaging across every asset.

An anthemic video introduced Schwab’s philosophy and built energy around their approach to supporting employees.

A series of animated videos highlighted moments when employees’ finances are often top of mind and showed how Schwab can support them through each moment.

Static LinkedIn posts reinforced messaging and drove our audience to the Schwab website to learn more.

Our campaign landing page extended the story with proof points and led people to a lead form to continue the conversation with Schwab.

We created a conversation guide to help sales and field teams tell the story in pitches and client meetings. The following is a sample of some of the pages included in the guide.

Collateral like brochures and slideware supported sales teams in their conversations.