Small Business Storytelling
The Brief:
My team helped introduce content marketing to JPMorgan Chase’s divisions that serve small and mid-sized businesses. I worked with a mix of JPMorgan Chase stakeholders across marketing and communications to build a business content strategy. The core of the strategy mixed inspirational stories of small business owners that offered implicit and explicit tips. Those stories were paired with actionable, tips-based stories on how to navigate specific moments in a business owner’s journey. I came up with many of the series, franchise and guide concepts.
The Pursuit
The Brief:
The Pursuit was a series that profiled how small business owners realize their business dreams, with tangible lessons learned along the way. Text-based stories were repackaged into short-form video that lived on NowThis Money — a social channel my team created with Group Nine—and the video content lived across multiple channels. In some cases, text-based stories that originated on JPMorgan Chase’s channels were repackaged for external media outlets, including Inc., Entrepreneur, and Forbes.
The Handover
The Brief:
In 2017, we launched a series to help Baby Boomer small business owners navigate the succession planning process. The stories mixed actionable tips-based stories with aspirational profiles of real Chase small business owners.
Dream Builders
The Brief:
In 2017, we launched a “Dream Builders,” a series that celebrated women business owners. Stories from the series that originated on JPMorgan Chase channels were repurposed for external media outlets, including Forbes, and niche outlets.
