Case Study: Research Backed Social Media Content Calendar

Five28, previously focused on general interior design, is now making a strategic pivot to specialize in designing for banks, fintech firms, and companies driving digital transformation. As part of this transition, I developed a comprehensive content strategy to align their brand identity with their new target industries and ensure a winning presence in their niche.

Shifting from a broad market to a specialized one required more than just aesthetic adjustments, it needed a redefined brand voice, a sharp focus on customer needs, and a content approach that resonated with their new tech-savvy audience. Five28 wanted to highlight its expertise in creating spaces that embody innovation, functionality, future of banking and forward-thinking design for the banking and tech world.

To set the stage for success, I started with these foundational steps:

Content Audit I reviewed all existing content that I had previously created for the company in the previous quarter to identify gaps and opportunities for repositioning. The focus was to determine what could be repurposed and what needed a fresh approach to align with their new direction.

Ideal Customer Persona (ICP) I defined Five28's target audience, which included:

Competitor SWOT Analysis I analyzed competitors to understand their strengths, weaknesses, opportunities, and threats. This provided a clear picture of how Five28 could differentiate itself in the market.

Social Media Calendar

I created a detailed, content calendar with 40 ready-to-implement entries tailored to the banking and tech audience. The strategy leveraged repurposed and evergreen content to streamline distribution while maintaining relevance.

Key features included:

Cross-platform repurposing suggestions (LinkedIn, Instagram, Twitter, and TikTok)

Funnel stages and content goals (awareness, consideration, and decision-making)

Detailed content formats: Threads, carousels, videos, single posts

Media inspiration: Visual mockups of tech-inspired designs and spaces

Hashtag and caption strategy: Focused on innovation, design trends, and tech aesthetics

Scripts and copy: For talking videos, case studies, and motion graphics

Engagement Themes

The calendar featured engaging and industry-relevant content themes, including:

How-to Guides: Tips on optimizing workspaces for tech innovation.

Behind-the-Scenes (BTS): Showcasing the design process and innovative ideas.

Problem Awareness/Solving: Addressing common issues in workspace design for banks and fintechs.

News and Trends: Highlighting innovations in banking and tech spaces

User-Generated Content (UGC): Leveraging testimonials and customer stories

Five28’s new positioning gave them a unique edge in a competitive market. By establishing a clear content strategy and focusing on their expertise in banking and tech, the brand was able to:

Build trust and authority in their niche

Attract and engage their target audience with consistent, high-quality content

Streamline their marketing efforts through repurposing and targeted messaging

Five28 is now poised to become a go-to name in the banking and digital transformation design space.