Cyrus
Cyrus is a small startup company building a direct-to-consumer personal cybersecurity & privacy platform that protects the customers from identity theft, fraud, and cybercrime. The customers can take meaningful actions to better protect themselves from these threats and get world-class expert support if anything happens.
The platform allows people to connect and control their personal accounts:
bank accounts, credit cards, online accounts, mobile devices, or anything else
that might put you at risk of cybercrime, and alert the user on suspicious activity.
The following project is a home assignment created for applying the role of Marketing Designer in Cyrus in 2022, including research and design.
Final Result
The Assignment
Please create a project on Figma that includes the following:
-
Choose 1 out of the following options for your target audience:
-
Students
-
New parents
-
Recently moved to a new house
-
Our competitors’ users
-
-
Based on our brand book, design the above the fold for a new landing page with the target audience you have chosen in mind (desktop & mobile).
-
Design a Facebook ad for that same target audience.
General Info: Target Audience/Persona
The main target market are Millennials in the US.
-
Age 25-45, gender agnostic.
-
College education, young professional.
-
Comfortable in a modern tech environment - Lives on their smartphone, Subscribes to online media (Netflix, Hulu, etc), use social media
(FB, IG, Twitter, TikTok), Online financial apps (Robinhood, bank app, cash app, Venmo, etc.). -
Relationship with Identity Theft - Our users are aware of the problem
(i.e. rising threat of ID theft) but doesn’t have a solution. -
Reasons they don’t have a solution vary between:
-
It’s such a complex problem I don’t know what to do
-
Tried a solution didn’t understand the value
-
None of the existing brands appeal to me
-
Chosen Target Audience: Students
-
Having a college degree is perceived as the key to attaining the American Dream.
-
The average age for students enrolled full-time in undergraduate programs is 21.8 years old; the average age of part-time students is 27.2 years. (source)
The Problem
-
The longer people struggle, the more desperate they become, and that’s when scammers and fraudsters thrive.
-
In one scam, a company will charge to enroll you in a benefit you could have accessed for free. In another scam, you’re promised something too good to be true — like forgiveness — in exchange for payment. Then they take your money and run. (source)
-
Some companies may ask for borrowers to provide Federal Student Aid IDs or Social Security numbers. The data give the businesses the ability to sign into your account and make decisions on your behalf. (source)
The Solution/Opportunity
Cyrus can offer personal cybersecurity service for the young Americans who struggle with the federal student loan debt, so that they have one fewer thing to worry about.
That’s a starting point for a digital campaign.
The Challenge
How do we approach the target audience?
-
How do we make them pay for a service that reminds them that they are already on debt?
-
How do we convince that using Cyrus is a smart decision?
-
How do we make them feel safe?
-
Reality is difficult. Should we make a “wake up call”? Or should we create a space for escapism?
The Goal
To make the students and graduates feel glorified for coping the big educational and financial challenges, by representing them in a way that transmits wisdom, confidence and power.