Designing marketing content and strategy
Overview
Caplo Advisory partnered with Trust & Will to create a campaign that helps people feel more comfortable and confident about estate planning. The goal was to take something that often feels complicated, intimidating, or easy to put off and turn it into something simple, clear, and actionable. At the center of the campaign was a live seminar designed to educate people on how to protect their family and their assets, while also showing them that creating a plan does not have to be overwhelming or reserved for the wealthy.
To support the seminar, I developed a full marketing funnel that guided users from awareness to registration and beyond. This included social media content, a landing page built for conversion, an email campaign, and a presentation for the event itself. The messaging focused on breaking down common misconceptions and making estate planning feel relevant for everyday people. So far, the campaign has generated 50 RSVPs ahead of the event, already outperforming last year’s total of 36 attendees, with a goal of converting 20 or more estate plans compared to just 5 the year prior. The results show strong early traction and a clear improvement in both reach and intent.
SKILLS
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Graphic Design
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Marketing Strategy
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Web design
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Email Campaign Design
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Content Creation
Landing Page
Landing Page Breakdown
Process
For this project, I collaborated with both a copywriter and a website builder, leading as a creative project manager to ensure the website was built correctly.
For the UX and UI, I developed a creative brief, wireframe, and website mockup for the builder to follow.
Problem
Many people delay estate planning because they believe it does not apply to them or that they have more time. Some think they do not have enough assets, others assume their family will figure things out, and many do not realize that estate planning includes more than just a will. On top of that, the process is often seen as complicated and filled with legal language, which makes it easy to avoid altogether.
Outcome
We created a campaign that made estate planning feel simple and approachable. By focusing on clear language and real life impact, we helped people understand why it matters and how to get started without feeling overwhelmed. The seminar acted as a guided entry point, while the supporting content made the process feel easy to follow, giving people the confidence to take action and move forward with a plan.
Wireframe
I created a wireframe designed to guide site visitors through a seamless journey from taking an online quiz to contacting the company if they’re interested in our services.
The wireframe focused on intuitive navigation, clear calls to action, and a streamlined flow that keeps users engaged while making it easy to complete the quiz and take the next step. This strategic design helps maximize lead generation by fostering a user experience that feels effortless and inviting.
Social Media Posts
Wireframe
I created a wireframe designed to guide site visitors through a seamless journey from taking an online quiz to contacting the company if they’re interested in our services.
The wireframe focused on intuitive navigation, clear calls to action, and a streamlined flow that keeps users engaged while making it easy to complete the quiz and take the next step. This strategic design helps maximize lead generation by fostering a user experience that feels effortless and inviting.
Email Campaign
Presentation
Wireframe
I created a wireframe designed to guide site visitors through a seamless journey from taking an online quiz to contacting the company if they’re interested in our services.
The wireframe focused on intuitive navigation, clear calls to action, and a streamlined flow that keeps users engaged while making it easy to complete the quiz and take the next step. This strategic design helps maximize lead generation by fostering a user experience that feels effortless and inviting.
