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Four content pillars that tie everything back to the heart of our social.
Back-to-school is when families make the most money decisions of the year. It’s also full of money lessons most of us never learned in school.
Objective: Make Greenlight the brand families think of the moment their kids start handling money.
How: A two-month social activation that builds awareness, drives engagement, starts conversations, and ultimately leads to sign ups.
HOW THIS WORKS:
AWARENESS ➡️
ENGAGEMENT ➡️
CONVERSATION ➡️
SIGN UPS
HOW THIS WORKS: AWARENESS ➡️ ENGAGEMENT ➡️ CONVERSATION ➡️ SIGN UPS
Objective: Reach parents in the weeks when they're making the most money decisions of the year.
How we’ll know it’s working: Reach and video views, pop-up attendance, posts from families, press pickups, and branded search lift during the campaign window.
Concept: Kids run a real store for a day. They set prices, work the register, and budget on their Greenlight cards. Profits go to a partner school financial literacy or STEM fund. Kids and their Greenlight cards are the heroes of the day.
Where and when: A high-traffic Atlanta destination like Ponce City Market, over Labor Day weekend. Venue and retail partners to be confirmed.
Add-on: Pop quiz** (see conversation section for additional details). A host roams the store with a mic and surprises kids and parents with off-the-wall money questions like “How much does a house cost?” We ask kids and parents the same question separately, then cut their answers side by side for content built to get people talking. It extends the pop-up into weeks of content after the event.
Our creator families work a shift at the store on day two, bringing their audiences with them and capturing content from the floor.
Social deliverables: 5 Greenlight feed posts (carousels, Reels, and statics), a week of “now hiring” countdown Stories, 2 days of live Stories with reshares of mentions, 3 to 6 creator recaps (carousels, Reels, and Statics), a bank of raw footage.
*Concept subject to partnership with PR, marketing, and product stakeholders.
**Pop quiz filming is op-in, families consent at check-in, and no names or schools appear on camera.
Spec mockup. Not affiliated with PCM.
Concept: Partner with 3 to 6 families who already love and use Greenlight, across three age groups. Each family takes one back-to-school shopping trip and creates content for each step: plan, shop, and recap.
Add-on: The back-to-school game (see engagement section for additional details). We mail every family a whiteboard game kit. Parents and kids answer back-to-school, money, and Greenlight questions, then flip their boards on three. Every match, mismatch, and blooper becomes content, and the raw footage becomes a Greenlight supercut.
Each family works a pop-up shift, so their audiences follow them to the tentpole event.
Social deliverables: 9 to18 videos, 3 to 6 collab posts on TikTok and Instagram, and all raw footage.
Example creator families who already talk about Greenlight. Not affiliated; no outreach has happened.
Sample creator brief
Concept: Equip our teammates to share their own “What I never learned in school” stories on LinkedIn, Instagram, and Facebook. I’ll work directly with executives and key stakeholders to shape their stories, and we’ll reshare the most meaningful ones to our channels as they come in.
The theme is built to repeat so we can keep it going after the campaign or bring it back for next year’s back-to-school.
Social deliverables: 2 to 5 exec LinkedIn posts, opt-in employee posts, 5 LinkedIn art cards, and reshares of standout content.
Sample executive LinkedIn. Draft written for this proposal, not a real post.
Sample employee advocacy brief and LinkedIn art cards.
Concept: Once a week, we feature a Greenlight product and show how it makes the back-to-school transition easier. Formats include b-roll, VoiceOver, talking head videos, applicable trending moments, and Q&As with the product team*.
Social deliverables: 8 product feed posts (carousels, Reels, and statics). Top performers get 15-second paid cuts.
*Dependent on the product team’s availability.
Objective: Turn a first look into a follow, a save, and a send.
How we’ll know it’s working: Shares on parent-isms and memes, completion rate and comments on Reels, and new follows during the series.
Concept: One simple money lesson every week, taught on camera.
Social deliverables: 8 Reels, 30 to 60 seconds, on camera with b-roll, 15-second paid cuts of top performers, and 8 Story sets that extend each lesson.
Concept: Memes, feel-good quotes and other parent moments built for sends and Story shares. Nostalgia and feel-good content are what parents share with each other.
Social deliverables: 5 timely memes with carousels, plus 4 static feel-good posts.
Concept: We mail every creator family a whiteboard game kid, newlywed game style. Parents and kids answer back-to-school, money, and Greenlight questions, and flip their boards on three. Every match, mismatch, and blooper becomes content.
What’s in the kit: Two mini whiteboards or three/four depending on creator family size, markers, a flashcard-style question deck, a report card scoresheet and a Greenlight sand timer.
Social deliverables: 1 game video per creator family for their own feed, a collab post with Greenlight, all raw footage, and a “we asked families” supercut for Greenlight’s channels.
Sample game kit
Concept: Level-Up Cards are an honor roll for kid savers. Every savings milestone unlocks a new card design, from Chrome to Aurora to a limited-edition Legendary. They give kids a reason to keep saving all school year and something to be proud of every time they tap.
The designs are beautiful enough to show off and only available for a limited time, so every card that arrives in the mail becomes an unboxing moment families want to film and share. Kids get a reward they’re proud to pull out at checkout, parents get a reason to keep the savings conversation going, and Greenlight gets organic content from real families.
Behind the scenes: To keep kids safe when families film and share, the physical cards have no card numbers and no names on the front.
Social deliverables: A teaser, a reveal Reel and Stories, a collect-them-all carousel, 1 unboxing Reel, and reshares of standout user-generated content.
* Concept subject to partnership with the product and innovation teams.
Sample the honor roll collectable cards
Sample real life unboxing experience
Goal: Show up where parents are already talking about back-to-school and money, and make it easy for them to talk to us.
How we’ll know it’s working: Question submissions and sticker taps, Story replies and completion rates, likes and replies on our comments, mentions and tags, and families submitting Show & Tell clips.
Concept: Parents ask, we answer, and the best questions become stand-alone content.
Social deliverables: 8 Story sets (a question box plus same-day answers), 1 to 2 seeded answers per set, and 3 Reels built from real “You asked” questions.
Concept: Show up daily in the comments of back-to-school posts from parenting creators, school-supply brands, teachers, and relatable parent memes. The tone is helpful or funny, never a sales pitch.
Social deliverables: Daily comment sweeps on back-to-school posts, plus replies on every comment on our own feed.
Concept: An interview style activation at the Back-to-School store. I’d surprise parents with off-the-wall money questions like “Hoe much does a house cost?” We’d ask kids and parents the same questions separately, then cut their answers side by side.
Social deliverables: 3 to 4 Reels and TikToks (one question per video), 1 parent-vs-kid reveal edit, Story poll sets where our followers get to “grade the answer,” and all raw footage.
Concept: Starting as an employee-kid advocacy program, real Greenlight kids show what they saved for or bought with their own money, filmed by their parents. The card is the hero, with a mini mic attached, and every kid on camera needs parental consent.
Social deliverables: 1 Greenlight feature Reel and TikTok edited from employees kids’ raw footage, optional employee posts after and reshares of standout content.
Sample employee-kid advocacy brief
The calendar is a plan, not a promise. If an in-the-moment opportunity comes up to showcase the brand, we’ll adjust and pivot.
Objective: Let organic show us what parents love, then partner with Madison and the performance team to put paid behind the winners so the best content reaches more families and drives sign-ups.
How we’ll know it’s working: Cost per sign-up, paid reach in our target audiences, lift on creator and organic posts we boost, and sign-ups tracked back to the campaign through links, codes and the pop-up.
1. Creator families: rolling, weeks 1 to 7
Creators are our biggest paid moment. As each creator family posts their Plan, Shop and Recap videos, we run their best-performing posts as whitelisted ads from their own handles. Paid rolls out alongside each family’s timeline, so there’s always fresh, trusted content in market. Parents trust other parents, and creator content feels more native than brand ads. Usage terms are built into every creator agreement from day one.
2. The pop-up: week 5
Geo-targeted ads to Atlanta parents within a set radius of the pop-up to drive attendance on September 4 and 5, then a quick recap push the following week.
3. Retargeting: weeks 6 to 8
We reach parents who watched, saved or engaged with back-to-school campaign content, including creator ads, or who attended the pop-up, with a clear next step to sign up.
Objective: Make sure every piece of content is something parents can trust, and something Greenlight is proud to stand behind.
Kids come first
Every kid on camera needs a signed parental consent form, whether they’re a creator’s kid, an employee’s kid or a pop-up shopkeeper.
No full names, school names, uniforms or anything that shows where a family lives.
Kids are never shown on phones. The card is the hero, and parents hold the phone.
Posting is always the kid’s call. If they don’t want to share, we don’t.
Money talk stays honest
Compliance reviews every money claim, product feature and paid caption early, not at the last minute.
No promises about money results, specific financial advice or claims about what kids will “earn.”
Physical cards in content never show card numbers or names.
Creators and partners play by the rules
Every paid partnership includes #ad and the platform’s paid-partnership tag.
Creator agreements spell out usage, whitelisting and approval steps from day one.
No randomized or gambling-style rewards. Level-Up Cards are earned through real savings milestones only.
Our voice in the comments
Helpful or funny, never a sales pitch. We don’t drop links or promo codes in other people’s comment sections.
Thank you for the opportunity.
This plan is built to start at back-to-school and keep going all year through our four pillars as our North Star. I’d love to continue dreaming and bring it to life with the team.
Chelsea Blackstock · chelseablackstock@me.com · 6787334801
