2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
MOTION GRAPHICS
PRINT DESIGN
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
MOTION GRAPHICS
PRINT DESIGN
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
Campaign Brief
Many 25–35-year-olds are not actively saving for retirement. Whether it be due to misconceptions about when to start, or the pressure of immediate expenses, this demographic is falling behind on long-term financial planning.
We were tasked with creating a retirement planning campaign for 25–35-year-old working professionals, driving them to take action toward securing their retirement goals with Garden Retirement.
Research + Insights
To better address this demographic's needs, we wanted to speak with them directly through a series of interviews to answer the following:
Identify each participant’s previous knowledge about retirement
Locate the barriers that are preventing them from saving for the future
Discover our competitor’s existing approaches for reaching this audience
In our conversations with the target audience, we found that while most had a retirement or savings plan, over half were unsure how it worked. Similarly, there was a lack of knowledge regarding retirement needs, as only 3 out of 15 participants could correctly answer how much someone needs to retire ($1–2 million).
Many participants also expressed that retirement felt distant and struggled to envision their futures as retirees, leading them to prioritize more immediate expenses such as rent, children’s needs, and groceries. Additionally, many shared a desire for earlier education on financial literacy, or wishing they had been taught sooner by their parents.
Our competitive analysis revealed that while there are many existing educational resources on retirement, they tend to take a one-size-fits-all approach. These resources often lack specificity, failing to address the unique challenges and priorities faced by different demographics.
There is not a lack of educational resources, so why is there a clear lack of knowledge within the target demographic?
One participant outlier, well-versed in the subject of retirement, provided valuable insight: retirement knowledge and money are often passed down through generations. The lack of knowledge among the target demographic is not necessarily their fault, it largely depends on who taught them and at what age.
Our Campaign Goal
Our goal for the campaign, Forward Thinking: Bettering Retirement for Today and Tomorrow, was to implement what we call “forward-thinking methodology.” By extending education beyond just our target demographic, both to younger and older age groups, we can create a ripple effect.
Educating younger generations provides them with financial literacy early on, while informing older generations empowers them to pass down knowledge. This approach benefits our target audience while shaping future generations' financial literacy.
Forward-Thinking Methodology
Main Plan of Action:
Garden's Greenhouse
Main Plan of Action: Garden's Greenhouse
Garden Retirement would educate its audience through a set of online courses called Garden’s Greenhouse.
Each course features specialized videos, activities, and quizzes designed to help high school students, working professionals, and parents navigate their unique retirement needs.
GARDEN'S GREENHOUSE Introductory Video
garden's greenhouse course stills
HOME PAGE
course HOME PAGE
TOPIC PAGE
While Garden’s Greenhouse courses offer an engaging way to educate each audience, the challenge is getting them there. To address this, we developed three targeted advertising strategies, each tailored to a specific group.
High SCHOOL STUDENTS
High school students are at an ideal age to start learning about savings, especially as many begin working. However, because retirement feels distant, they may not actively seek out financial education on their own. Reaching them through school-wide events, activities, or assemblies provides an effective way to introduce these important concepts.
Each year, Garden Retirement will send representatives nationwide to host financial literacy assemblies at high schools. As part of the program, Garden will donate a community garden, creating a fun, memorable experience that students can associate with the company. Just like their savings, students can watch their garden grow and thrive over time.
Working Professionals
To engage our target audience, we decided to reach them through social media, a key platform for this age group.
Our advertisement highlights the fact that many participants wished their parents had taught them about retirement, leaving them feeling “failed” by their parents and uncertain about saving. We frame retirement education as one of life’s essential skills that parents should pass on to their children.
PARENTS + EDUCATORS
To reach parents and educators, we opted for traditional print advertisements. By educating themselves, this demographic can pass on valuable knowledge to the younger generation, guiding them on their retirement journey. With an emotional appeal, the advertisements evoke a sense of guilt, encouraging parents to reflect on the lessons they learned later in life.
Amending the Problem
By employing forward thinking methodology, we can not only educate our target demographic, but amend the retirement problem for future generations. It is never too late, or too early to educate yourself or others about retirement!
Design + Direction
Art Direction: Jordyn, Carly, Rachel
Campaign Strategy: Jordyn, Carly, Rachel
Garden's Greenhouse Intro Video
Animation: Rachel Tarinelli
Illustration: Rachel Tarinelli
Captions + Editing: Jordyn Brousseau
Voice Over: Carly Bonansinga
Garden's Greenhouse Website
Design: Carly Bonansinga
Illustration: Rachel Tarinelli
Mobile Advertisement
Design: Carly Bonansinga
Motion: Carly Bonansinga
Copywriting: Jordyn, Carly, Rachel
Print Advertisements
Design: Jordyn Brousseau
Photography: Jordyn, Carly
Copywriting: Jordyn, Carly, Rachel
Let's
Chat!
Connect!
Talk!
Create!
Chat!
Have any questions or excited to collaborate on something amazing?
I'd love to hear from you!
Let's
Chat!
Connect!
Talk!
Create!
Chat!
Have any questions or excited to collaborate on something amazing?
I'd love to hear from you!
2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
PRINT DESIGN
MOTION GRAPHICS
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
PRINT DESIGN
MOTION GRAPHICS
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
Campaign Brief
Many 25–35-year-olds are not actively saving for retirement. Whether it be due to misconceptions about when to start, or the pressure of immediate expenses, this demographic is falling behind on long-term financial planning.
We were tasked with creating a retirement planning campaign for 25–35-year-old working professionals, driving them to take action toward securing their retirement goals with Garden Retirement.
Research + Insights
To better address this demographic's needs, we wanted to speak with them directly through a series of interviews to answer the following:
Identify each participant’s previous knowledge about retirement
Locate the barriers that are preventing them from saving for the future
Discover our competitor’s existing approaches for reaching this audience
In our conversations with the target audience, we found that while most had a retirement or savings plan, over half were unsure how it worked. Similarly, there was a lack of knowledge regarding retirement needs, as only 3 out of 15 participants could correctly answer how much someone needs to retire ($1–2 million).
Many participants also expressed that retirement felt distant and struggled to envision their futures as retirees, leading them to prioritize more immediate expenses such as rent, children’s needs, and groceries. Additionally, many shared a desire for earlier education on financial literacy, or wishing they had been taught sooner by their parents.
Our competitive analysis revealed that while there are many existing educational resources on retirement, they tend to take a one-size-fits-all approach. These resources often lack specificity, failing to address the unique challenges and priorities faced by different demographics.
There is not a lack of educational resources, so why is there a clear lack of knowledge within the target demographic?
One participant outlier, well-versed in the subject of retirement, provided valuable insight: retirement knowledge and money are often passed down through generations. The lack of knowledge among the target demographic is not necessarily their fault, it largely depends on who taught them and at what age.
Our Campaign Goal
Our goal for the campaign, Forward Thinking: Bettering Retirement for Today and Tomorrow, was to implement what we call “forward-thinking methodology.” By extending education beyond just our target demographic, both to younger and older age groups, we can create a ripple effect.
Educating younger generations provides them with financial literacy early on, while informing older generations empowers them to pass down knowledge. This approach benefits our target audience while shaping future generations' financial literacy.
Forward-Thinking Methodology
Main Plan of Action:
Garden's Greenhouse
Garden Retirement would educate its audience through a set of online courses called Garden’s Greenhouse.
Each course features specialized videos, activities, and quizzes designed to help high school students, working professionals, and parents navigate their unique retirement needs.
GARDEN'S GREENHOUSE Introductory Video
garden's greenhouse course stills
HOME PAGE
course HOME PAGE
TOPIC PAGE
While Garden’s Greenhouse courses offer an engaging way to educate each audience, the challenge is getting them there. To address this, we developed three targeted advertising strategies, each tailored to a specific group.
High SCHOOL STUDENTS
High school students are at an ideal age to start learning about savings, especially as many begin working. However, because retirement feels distant, they may not actively seek out financial education on their own. Reaching them through school-wide events, activities, or assemblies provides an effective way to introduce these important concepts.
Each year, Garden Retirement will send representatives nationwide to host financial literacy assemblies at high schools. As part of the program, Garden will donate a community garden, creating a fun, memorable experience that students can associate with the company. Just like their savings, students can watch their garden grow and thrive over time.
Working Professionals
To engage our target audience, we decided to reach them through social media, a key platform for this age group.
Our advertisement highlights the fact that many participants wished their parents had taught them about retirement, leaving them feeling “failed” by their parents and uncertain about saving. We frame retirement education as one of life’s essential skills that parents should pass on to their children.
PARENTS + EDUCATORS
To reach parents and educators, we opted for traditional print advertisements. By educating themselves, this demographic can pass on valuable knowledge to the younger generation, guiding them on their retirement journey. With an emotional appeal, the advertisements evoke a sense of guilt, encouraging parents to reflect on the lessons they learned later in life.
Amending the Problem
By employing forward thinking methodology, we can not only educate our target demographic, but amend the retirement problem for future generations. It is never too late, or too early to educate yourself or others about retirement!
Design + Direction
Art Direction: Jordyn, Carly, Rachel
Campaign Strategy: Jordyn, Carly, Rachel
Garden's Greenhouse Intro Video
Animation: Rachel Tarinelli
Illustration: Rachel Tarinelli
Captions + Editing: Jordyn Brousseau
Voice Over: Carly Bonansinga
Garden's Greenhouse Website
Design: Carly Bonansinga
Illustration: Rachel Tarinelli
Mobile Advertisement
Design: Carly Bonansinga
Motion: Carly Bonansinga
Copywriting: Jordyn, Carly, Rachel
Print Advertisements
Design: Jordyn Brousseau
Photography: Jordyn, Carly
Copywriting: Jordyn, Carly, Rachel
2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
PRINT DESIGN
MOTION GRAPHICS
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
2023
Garden Retirement Campaign
Art direction
CAMPAIGN STRATEGY
social media
PRINT DESIGN
MOTION GRAPHICS
Project summary
Thinking about saving for your future? Garden Retirement has you covered! Forward Thinking is a retirement planning campaign targeting 25-35 year olds. Its goal is to encourage the audience to take action now through Garden’s Greenhouse, a series of online courses designed to help them secure their retirement, because the sooner you start saving, the better!
CONTRIBUTORS
Carly Bonansinga
Rachel Tarinelli
Campaign Brief
Many 25–35-year-olds are not actively saving for retirement. Whether it be due to misconceptions about when to start, or the pressure of immediate expenses, this demographic is falling behind on long-term financial planning.
We were tasked with creating a retirement planning campaign for 25–35-year-old working professionals, driving them to take action toward securing their retirement goals with Garden Retirement.
Research + Insights
To better address this demographic's needs, we wanted to speak with them directly through a series of interviews to answer the following:
Identify each participant’s previous knowledge about retirement
Locate the barriers that are preventing them from saving for the future
Discover our competitor’s existing approaches for reaching this audience
In our conversations with the target audience, we found that while most had a retirement or savings plan, over half were unsure how it worked. Similarly, there was a lack of knowledge regarding retirement needs, as only 3 out of 15 participants could correctly answer how much someone needs to retire ($1–2 million).
Many participants also expressed that retirement felt distant and struggled to envision their futures as retirees, leading them to prioritize more immediate expenses such as rent, children’s needs, and groceries. Additionally, many shared a desire for earlier education on financial literacy, or wishing they had been taught sooner by their parents.
Our competitive analysis revealed that while there are many existing educational resources on retirement, they tend to take a one-size-fits-all approach. These resources often lack specificity, failing to address the unique challenges and priorities faced by different demographics.
There is not a lack of educational resources, so why is there a clear lack of knowledge within the target demographic?
One participant outlier, well-versed in the subject of retirement, provided valuable insight: retirement knowledge and money are often passed down through generations. The lack of knowledge among the target demographic is not necessarily their fault, it largely depends on who taught them and at what age.
Our Campaign Goal
Our goal for the campaign, Forward Thinking: Bettering Retirement for Today and Tomorrow, was to implement what we call “forward-thinking methodology.” By extending education beyond just our target demographic, both to younger and older age groups, we can create a ripple effect.
Educating younger generations provides them with financial literacy early on, while informing older generations empowers them to pass down knowledge. This approach benefits our target audience while shaping future generations' financial literacy.
Forward-Thinking Methodology
Main Plan of Action:
Garden's Greenhouse
Garden Retirement would educate its audience through a set of online courses called Garden’s Greenhouse.
Each course features specialized videos, activities, and quizzes designed to help high school students, working professionals, and parents navigate their unique retirement needs.
GARDEN'S GREENHOUSE Introductory Video
garden's greenhouse course stills
HOME PAGE
course HOME PAGE
TOPIC PAGE
While Garden’s Greenhouse courses offer an engaging way to educate each audience, the challenge is getting them there. To address this, we developed three targeted advertising strategies, each tailored to a specific group.
High SCHOOL STUDENTS
High school students are at an ideal age to start learning about savings, especially as many begin working. However, because retirement feels distant, they may not actively seek out financial education on their own. Reaching them through school-wide events, activities, or assemblies provides an effective way to introduce these important concepts.
Each year, Garden Retirement will send representatives nationwide to host financial literacy assemblies at high schools. As part of the program, Garden will donate a community garden, creating a fun, memorable experience that students can associate with the company. Just like their savings, students can watch their garden grow and thrive over time.
Working Professionals
To engage our target audience, we decided to reach them through social media, a key platform for this age group.
Our advertisement highlights the fact that many participants wished their parents had taught them about retirement, leaving them feeling “failed” by their parents and uncertain about saving. We frame retirement education as one of life’s essential skills that parents should pass on to their children.
PARENTS + EDUCATORS
To reach parents and educators, we opted for traditional print advertisements. By educating themselves, this demographic can pass on valuable knowledge to the younger generation, guiding them on their retirement journey. With an emotional appeal, the advertisements evoke a sense of guilt, encouraging parents to reflect on the lessons they learned later in life.
Amending the Problem
By employing forward thinking methodology, we can not only educate our target demographic, but amend the retirement problem for future generations. It is never too late, or too early to educate yourself or others about retirement!
Design + Direction
Art Direction: Jordyn, Carly, Rachel
Campaign Strategy: Jordyn, Carly, Rachel
Garden's Greenhouse Intro Video
Animation: Rachel Tarinelli
Illustration: Rachel Tarinelli
Captions + Editing: Jordyn Brousseau
Voice Over: Carly Bonansinga
Garden's Greenhouse Website
Design: Carly Bonansinga
Illustration: Rachel Tarinelli
Mobile Advertisement
Design: Carly Bonansinga
Motion: Carly Bonansinga
Copywriting: Jordyn, Carly, Rachel
Print Advertisements
Design: Jordyn Brousseau
Photography: Jordyn, Carly
Copywriting: Jordyn, Carly, Rachel