Bridging Financial Gaps: Empowering Young Investors in Trinidad and Tobago
CLIENT OVERVIEW
2018 to Present
Phil The Gap (PTG) is a financial education platform dedicated to empowering individuals with personalized finance and investment knowledge. By guiding users through a journey of self-discovery, PTG helps identify and fill gaps in financial understanding, aligning solutions with unique financial aspirations. Their comprehensive resources, expert insights, and interactive tools are designed to unlock financial potential and turn aspirations into achievable realities.
THE CHALLENGE
In Trinidad and Tobago, only 1 in 3 individuals is financially literate, largely due to limited formal education on personal finance and cultural reliance on traditional banking practices. The gap in financial knowledge leaves many young adults unprepared for critical financial decisions, such as taking loans, starting businesses, or investing.
Phil The Gap aimed to address this challenge by targeting the 18-35 age group, a demographic at a pivotal stage of financial decision-making and highly accessible through digital platforms. Their goals included:
• Increasing brand awareness among young adults.
• Driving course sign-ups and engagement with financial education content.
• Establishing credibility and partnerships with reputable financial institutions and regulatory bodies.
• Cementing their position as a leading financial education authority in the region.
OUR APPROACH
To help Phil The Gap achieve these goals, Small Potato Marketing delivered a strategic, multi-pronged solution:
1. Content Creation & Social Media Management
• Developed short-form videos simplifying complex financial concepts.
• Designed interactive webinars with expert speakers to boost engagement.
• Managed consistent social media posting and audience interaction to build trust and credibility.
I Invest Program
2. Event Promotion
• Marketed the launch of the I Invest Program, Phil The Gap’s flagship event aimed at educating young investors. This included targeted campaigns and engaging co-branded content.
3. Partnership Coordination
• Supported partnerships with reputable financial institutions and regulatory bodies, adding credibility and expanding their reach.
• Leveraged collaborations for co-branded content, including webinars and market updates.
4. Brand Strategy & Optimization
• Consulted on positioning Phil The Gap as a trusted voice in financial education.
• Optimized their digital presence, including landing pages and content tailored for engagement.
THE EXECUTION
The I Invest Program Launch became the centerpiece of Phil The Gap’s campaign strategy:
• Purpose: Empower young adults to confidently begin investing.
• Content: Engaging short-form videos, interactive webinars, and practical guides tailored to beginners.
• Partnerships: Strengthened collaboration with financial institutions, establishing Phil The Gap as a trusted educational partner.
High-performing campaigns included:
Viral posts explaining the basics of investing and financial planning.
Interactive Q&A sessions addressing audience concerns in real-time.
Success stories that showcased tangible results, such as users opening brokerage accounts.
THE RESULTS
Phil The Gap saw significant growth and engagement as a result of these efforts:
✅ Social Media Growth: 18K followers on Instagram, 7K on Facebook.
✅ Engagement Rates: 3-6% average across platforms.
✅ Course Sign-Ups: Boosted by topical posts created from pillars in the I Invest Program that gave prospects a good insight into what they can expect. Establishing credibility and lending support to help form partnerships with reputable financial institutions and regulatory bodies
✅ Webinar Success: High attendance rates, strong audience retention, and increased watch times.
✅ New Investors: Increased inquiries about financial planning and brokerage account sign-ups.
IMPACT & PARTNERSHIPS
The partnerships with reputable financial institutions and regulatory bodies played a pivotal role:
• Expanded Phil The Gap’s audience through institutional backing.
• Increased trust in their platform by collaborating on content like market updates and educational webinars.
Audience Impact:
• Positive testimonials from young investors who gained the confidence to begin investing.
• Stories of improved financial habits, including debt management and savings plans.
CHALLENGES & SOLUTIONS
Phil The Gap faced several challenges:
• Algorithm Changes: Limited organic reach, resolved by optimizing content for trending formats.
• Skepticism: Addressed by consistently delivering high-value, trustworthy content.
• Passive Followers: Converted into engaged learners by incorporating audience questions and feedback into posts.
NOTABLE WINS & CASE STUDY HIGHLIGHTS
🏆 Viral Content: Posts breaking down financial concepts gained significant traction, with high shares and saves.
🏆 Increased Credibility: Strategic partnerships and collaborations elevated Phil The Gap’s authority in financial education.
🏆 Audience Engagement: Personal finance challenges and real-world advice fostered deeper connections with their audience.
CLIENT TESTIMONIAL
“Partnering with Small Potato Marketing has been a game-changer for Phil The Gap. Their expertise in crafting high-value, engaging content and guiding our digital strategy helped us connect with thousands of young adults across Trinidad and Tobago. From the launch of the I Invest Program to working with us as we partner with major financial institutions to create tailored collaborative content and webinars for further reach, they’ve been instrumental in Phil The Gap’s positioning as a trusted voice in financial education. We couldn’t have achieved this level of success without them.” — Philip Williams, CEO, Phil The Gap
