what’s the (content) plan?

Wells Fargo provides banking, mortgage, investing, credit card, insurance, and customer and commercial financial services nationwide. But it also aims to help small business owners grow and manage their ventures.

To target this valuable group, Wells Fargo looked for key needs. Research yielded an answer: Many small business owners need help creating a successful business plan. So the Wells Fargo Small Business group partnered with Imagination to launch the online Business Plan Center.

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insights and intelligence

The Business Plan Center includes 50 exclusive content pieces. Articles, slideshows, videos with third-party influencers, and infographics tackle the biggest needs in business planning, from funding sources to marketing budgets. Free continuing education tools round out the mix. Users can assess their competition through the Competitive Intelligence Tool and craft their company strategy with the Business Plan Tool.

a boost for small business

Site visits, engagement, content-specific engagement and conversions all have increased with the addition of the Business Plan Center. As a result of successful and measurable engagement with small business owners, the Business Plan Center earned the Silver Award from the Content Council in the 2015 Pearl Awards.

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Videos blend both real customer examples and practical how-to knowledge.

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Wells Fargo Business Plan Center content serves mobile users with multiple content types.

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Videos offer users actionable info—a key tenet of the overall content strategy.

“Imagination has been a stalwart partner for Wells Fargo’s Small Business Segment for more than a decade, providing strategic and creative oversight of our financial guidance offerings to customers and prospects. Over the years, we have made major transitions in strategy and approach, and Imagination has led the way forward with strong ideas and excellent execution. Imagination possesses the nimbleness and flexibility of a smaller agency ... and the creative horsepower of a much larger firm. The company’s hallmark is its people—talented and committed to quality work that delivers on key business objectives, and a CEO who stays close to the work. Our website, wellsfargoworks.com, is a proud example of the Imagination/Wells Fargo association.” — Doug Case, Senior Vice President, Manager of Small Business Marketing, Wells Fargo