KEYBANK INVESTMENT CONTENT
KEYBANK INVESTMENT CONTENT
PROJECT DESCRIPTION
I very rarely write long-form copy, but sometimes I get to put my English degree to real use. This article was targeted to two KeyBank audiences – “building wealth” (often parents of young children) and “preserving wealth” (often retirees with young grandkids). We did a number of email, direct mail and banner ad campaigns that all led to this page.
KEYBANK INVESTMENT SERVICES
I always want to keep things clean and scannable, even when I’m writing long copy. I led with a comparison chart that target-linked down to longer details of each plan. I also used subheads and nested benefits under each plan to make it more easy for the reader to scan. And, of course, the whole article was sandwiched between two prominent CTAs.
KEYBANK RETIREMENT CONTENT