DELIVERING AWESOME

MORGAN QUINN, MINT.COM MANAGING EDITOR

CONTENT DESIGN

CONTENT DESIGNAPRIL 10, 2023

@INTUITINC #BEI13

Product + Message = zzzz

One-way communication.Pushes products and services.Impersonal experience. Does not delight or add value.

Value = Education + Engagement

Two-way communication.Starts a conversation. Guides the decision-making process.Nurtures the consumer. Personalized experience.

8

8 Pushing your message to customers, selling a product, and creating content they IGNORE.

Engaging with customers, respecting their process, and creating content they LOVE.

TRADITIONAL marketing

EARNING ATTENTION PURCHASING ATTENTION

CONTENT design

CONTENT DESIGN - INFOGRAPHICS

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CONTENT DESIGN

Key Insights

Top value: Happiness

Motivation: internal feelings of comfort (aka: feeling good)

• Sharing with others in the moment

• Success/achieving goals

What matters most:

• Travel, retirement, technology, small luxury items

• Does not matter: money, fancy cars, home ownership

Content strategy:

• Must fit into their lifestyle.

• Must represent their beliefs/values to gain loyalty.

• Must create an experience that evokes emotion, must be honest, engaging, and thoughtful.

• Visual and social sharing appeal of high importance.

TARGET AUDIENCE: YOUNG MILLENNIALS (18-24)

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BUYER PERSONA

Age: 24

Income: $40-50k

Lives: Large Coastal City (rents)

Values: Happiness, sharing, diversity, discovery

Car: Ford Focus

Education: UC or recognizable university

Employment: Full-time, entry level

Interests: travel, hiking, sports, going to concerts, technology

Relationship status: In a relationship

Social media: FB, IG, TW, LI

Short-term goal: saving for a trip to Europe

Long-term goal: building an investment portfolio

Pain point: budgeting cramps his lifestyle –wants his $6 craft beer and $4 latte

MILLENNIAL MAX

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INFOGRAPHICS

Left: A Visual Guide to How Cycling Can Save You MoneyRight: The Millennial’s Guide to Asset Allocation

CONTENT DESIGN - ARTICLES

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CONTENT DESIGN

Key Insights

Top value: Independence

Motivation: Feeling in control of their decisions and lifestyle. • Poor economic foundation affects long-term decisions like marriage and home ownership.

• Feels good when they have a clear plan with actionable steps and pre-defined goals.

What matters most:• Travel, retirement, technology, diversity, equality.

• Does not matter: religion, government, marriage

Content strategy:• Must show how product/service adds value to their lifestyle.

• Needs positive reinforcing messages.

• Must create an experience that evokes emotion, must be honest, engaging, and thoughtful.

• Must gain trust – naturally distrusting of information.

TARGET AUDIENCE: DESPERATE TO GET BACK ON TRACK

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BUYER PERSONA

Age: 32

Income: $55-60k

Lives: Large mid-west city (owns)

Values: Independence, control, diversity, history

Car: Honda CRV

Education: B.A. State School

Employment: Full-time, mid-level

Interests: reading, independent films, local music, hiking, writing

Relationship status: Married, one child aged 3

Social media: Facebook, Instagram (only looks – doesn’t post)

Short-term goal: saving for vacation to California

Long-term goal: bulking up her retirement fund

Pain point: After paying the mortgage and household and childcare costs, there is very little left over for saving.

INDEPENDENT ISABELLA

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ARTICLES

Left:Three Principles of Personal Finance We Can Learn From the Greatest GenerationRight: Target Shopping Tips

CONTENT DESIGN – MARKETING PROMOTIONS

CONTENT DESIGN – MARKETING SWEEPSTAKES

Goal: Leverage active engaged Mint users to acquire new customers by promoting the Mint.com refer-a-friend sweepstakes.

Audience: 2m Mint users who sign into Mint on a regular basis and use the product regularly.

Assumption: They love Mint and have considered telling their friends about it, but haven’t taken action. They are likely to share Mint if it’s easy and are incentivized to do so.

Key customer insight: I love Mint and regularly use it. I have considered telling my friends to use it too, but I just haven’t gotten around to it. Now Mint has made it easy to spread the word to my friends and family AND we win $5,000 if they sign up!

Feeling: Motivated, excited, and incentivized to share Mint. Willing to encourage friends/family to sign up and excited about winning $5k.

Success: 33% open rate and 3.4% click-through rate.

THE MINT.COM REFER-A-FRIEND SWEEPSTAKES

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REFER-A-FRIEND SWEEPSTAKES

LANDING PAGE

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REFER-A-FRIEND SWEEPSTAKES

SHARE PAGE

CONTENT DESIGN – EMAIL MARKETING

REFER-A-FRIEND SWEEPSTAKES

A/B TESTING - SOCIAL PROOF VS. TRADITIONAL FORMAT

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CONTENT DESIGN – EMAIL MARKETING

2014 BUFFER BANK ACCOUNT SWEEPSTAKES

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CONTENT DESIGN – EMAIL MARKETING

2013 MONEY BOO BOOS SWEEPSTAKES

CONTENT DESIGN – STORYTELLING

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MY MINT STORY

LEFT: I RECOVERED FROM A FINANCIALLY DEVASTATING DIVORCERIGHT: I INCREASED MY NET WORTH BY $5K IN ONE YEAR

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MY MINT STORY

LEFT: FROM SHOPAHOLIC TO SAVVY SPENDERRIGHT: I PAID OF $40K IN DEBT

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AMERICAN FAMILY BUDGET

LEFT: BATTLING FRUGAL FATIGUERIGHT: CAN I REDUCE OUR BILLS?

CONTENT DESIGN – SOCIAL MEDIA

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CONTENT DESIGN – SOCIAL MEDIA

SOCIAL SHARING PHILOSOPHY

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CONTENT DESIGN – SOCIAL MEDIA

HELPFUL AND INFORMATIVE

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CONTENT DESIGN – SOCIAL MEDIA

INSPIRING AND ENGAGING

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CONTENT DESIGN – SOCIAL MEDIA

FUNNY AND ENTERTAINING

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CONTENT DESIGN – SOCIAL MEDIA

THOUGHT-PROVOKING, DATA-DRIVEN CONTENT

CONTENT DESIGN – PRODUCT NEWS

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CONTENT DESIGN – PRODUCT NEWS

LEFT: ANNOUNCING MINT FOR WINDOWSRIGHT: BITCOIN/COINBASE CONNECTIVITY