Launch Best Practices

Introduction

Launching your Achieve program is an opportunity to connect learners with financial education that supports their needs and goals. A strong launch starts with knowing who you want to reach, choosing relevant content, and making Achieve easy to find through the channels your audience already uses.

Use these best practices to plan your launch, promote your program, and continue building engagement over time.

Start With Your Audience

Before you begin promoting your program, identify the audiences you want to reach and the goals you want to support.

Depending on your organization, your audiences might include:

• Retail banking customers
• Small business customers
• Employees
• Community members
• Learners at a specific financial stage or moment

Start with one or two priority audiences and select content that aligns with their needs. As you learn more about how learners engage with your program, you can refine your approach and expand to additional audiences.

Promote Timely and Relevant Content

Give learners a reason to return to your program by connecting financial education with topics that are relevant to them.

For example, you can:

• Promote seasonal content around topics such as tax season, fraud awareness, or holiday budgeting
• Align playlists or Pathways with marketing campaigns, product initiatives, or financial milestones
• Share educational resources in response to timely financial topics
• Highlight content that supports specific audiences or financial needs

Ask your Customer Success Manager about the Impact Marketing Hub for customizable marketing resources, seasonal campaigns, and program launch materials.

Use Social Media

Social media can help you introduce your Achieve program and continue promoting relevant content throughout the year.

• Share a variety of financial education topics to keep your promotion relevant to different audiences.
• Schedule posts around seasonal events, campaigns, or timely financial topics.
• Link learners directly to relevant Achieve content when appropriate.
• Coordinate social promotion with your other marketing and outreach channels.

For additional guidance, review the Social Sharing Guide.

Use Deep Links to Relevant Content

Deep linking means sharing a direct URL to a specific playlist or module instead of directing learners to your main program landing page. This lets you target your messaging and connect learners directly with content that is relevant to them.

• Use deep links in emails, social media posts, newsletters, websites, digital advertising, and other promotional channels.
• Identify your target audience and choose the content and channels that best support their needs.
• Mix deep links with links to your main program site when you also want learners to explore other available content.
• Consider a private custom playlist when you want to create a targeted experience that learners access through a direct link rather than through standard playlist discovery.

Consider Incentive Campaigns

Incentives can give learners an additional reason to complete selected learning experiences.

Common approaches include:

• Sweepstakes: Enter eligible learners into a drawing after they meet the campaign requirements.
• Guaranteed Rewards: Provide a reward or recognition to learners who meet the required completion criteria.

Choose an incentive that aligns with your audience, campaign, and program goals. Your Customer Success Manager can help you plan your approach.

Promote Across Multiple Channels

Don't rely on a single channel to build awareness of your program. Look for opportunities to incorporate Achieve into communications and experiences your audience already uses.

Depending on your organization and audience, these can include:

• Email newsletters
• Social media
• Digital advertising
• Website and product pages
• Customer onboarding
• Online banking experiences
• Employee communications and benefits programs
• Branch and frontline communications
• Community outreach
• Partner organizations

Coordinate with your marketing and communications teams so learners receive clear and consistent messaging across channels.

Build Internal Alignment

Internal teams can help make Achieve part of your organization's broader financial education strategy.

Before launch:

• Share your program goals and priority audiences with key stakeholders.
• Make sure relevant teams understand how Achieve supports your goals.
• Identify where Achieve can fit into existing customer, employee, or community experiences.
• Give internal teams the information and resources they need to confidently promote the program.
• Coordinate with teams such as marketing, communications, HR, community engagement, and frontline staff when relevant.

Organize Content Around Learner Needs

Make it easy for learners to find content that is relevant to them.

• Group related learning experiences around topics, financial goals, or audience needs.
• Use clear titles and visuals to help learners understand where to start.
• Use playlists and Pathways to create focused learning experiences.
• Highlight timely or seasonal content when appropriate.
• Review your content periodically and update what you promote as learner needs and priorities change.

Measure and Refine Your Strategy

Launch is only the beginning. Use your Achieve reporting data to understand how learners are engaging with your program and identify patterns that can help inform your next steps.

Depending on your program and reporting configuration, you may want to monitor:

• Program Users
• Activity Opens
• Hours of Learning
• Popular content
• Incentive Qualifications
• Custom Moment conversion
• Traffic sources

Use reporting to ask questions about your program. For example, you might compare engagement across content, review which traffic sources are directing learners to Achieve, or look for changes following a campaign.

Then use what you learn to adjust your content, audiences, messaging, or promotional strategy.

Keep Building Engagement

Continue introducing Achieve throughout the year rather than treating launch as a one-time promotion.

• Promote consistently across multiple channels.
• Align content with timely financial topics and important life moments.
• Introduce relevant playlists and Pathways to different audiences.
• Use reporting data to identify patterns and opportunities to explore.
• Continue working with your Customer Success Manager to refine your program and promotion strategy.