Diversifying the Membership of a National Financial Organization

Example of an ad collaboration between The Finance Bar and The Motley Fool.


At The Motley Fool, I was asked to spearhead their diversity marketing efforts in order to bring in an audience of people historically overlooked by the financial industry. I put together unique assets and copy, partnered with relevant financial micro-influencers and publications, wrote a new email welcome series, and developed relevant targeting to reach a net new audience. While we didn't match the ROAS of our historic audience in the 6-month pilot program, we did meet our lead conversion goals and set up the infrastructure to conduct further audience prospecting with additional audiences.

  • Development of unique ad copy
  • Updated landing page copy based on historic top performing content
  • Specialized partnerships with relevant financial influencers
  • Content partnership with a relevant major publisher
  • Adjusted email welcome series with additional information on the business
  • Collaboration with a diversity-focused agency to meet cultural competency goals
Nearly Years of Experience
At Least + Organizations Supported
Experience With More Than Platforms