Pain Points
Change in Target Audience,
Relevancy,
Authority & Reputation
Execution
Build, Grow
Tech Stack
WordPress
Constant Contact
Calendly
Meet FEdUp
FedUp Group is the brainchild of a seasoned IRS professional who built his career working deep in the federal finance space. After years of service in one of the most rigid and regulated environments in the country, he began to see a deeper need: the average person, whether in government or civilian life, often lacked the motivation (not necessarily the means) to plan for retirement and resolve debt.
This wasn’t just about tax optimization or pension planning. It was about psychology. Motivation. Empowerment. His insight was that many people already had the financial resources to improve their situation, but they lacked the vision and confidence to take action.
That’s where FedUp Group was born: a financial planning service that acts more like a personal coach and advocate, showing clients what’s possible and helping them take the first step.
The founder came to Big Red Jelly looking to reposition his brand, expand into the civilian market after working in the federal space for so long, and build a content-rich marketing strategy that could convert trust into action.
Build Level
Pro
Grow Level
Pro
Industry
Financial Services
The Challenge: Bridging Two Financial Worlds
At the beginning of our partnership with FedUp Group, they were facing a common growth problem, but in a very niche context. The founder had a rock-solid reputation in the federal finance space, especially among former IRS colleagues and government contractors. But the brand wasn’t built to communicate with everyday civilian consumers. He needed a shift in his messaging. To reach this new audience, his business needed to shift from transactional to transformational, from expert to educator, and from insider to inspirational leader.
Just as we at Big Red Jelly began positioning the brand for this new market, the external landscape shifted. A wave of government layoffs and restructuring hit the federal market, and with it came a renewed need for services targeting government employees. There was a new fear, even among government employees who kept their jobs, that they could be laid off at any time and would need a solid financial plan. FedUp Group suddenly had more federal leads than planned, largely due to referrals and existing networks.
Our team at Big Red Jelly needed to act quickly, adjusting our content strategy and brand messaging to lean back into the federal space with thought leadership. Marketing for FedUp Group became a dual-audience campaign with a sharp focus: maintain credibility in the federal space while still opening doors into new civilian markets.
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Unclear positioning for the civilian retirement and debt relief market
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Inconsistent thought leadership content, especially on LinkedIn
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Unoptimized website pages failing to tailor to target services
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Unstructured email marketing and lead nurturing workflows
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Lack of sales tools and messaging to confidently convert leads
The Solution: A Complete Messaging and Targeting Transformation
Big Red Jelly embarked on a strategic journey with FedUp Group, developing a comprehensive solution that encompassed their brand messaging, website function, and targeted marketing efforts.
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Clarified his brand voice and unique value in the financial space
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Built targeted SEO content and service-specific landing pages
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Created a consistent LinkedIn thought leadership strategy
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Developed lead magnets and email workflows for federal audiences
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Equipped him with sales tools and messaging to close more leads
This project aimed to create a space where FEdUp Group’s customers could easily engage with tools that would help them understand finance in the federal and personal space.
Part 01 | Brand Management
Brand Messaging Adjustments: Positioning a Financial Advocate and Motivator
Market Positioning: At the heart of the FedUp Group transformation was a total reimagining of brand voice and market positioning. This was not just your everyday financial advisor. He was a counselor, motivator, and advocate who helped people connect their money mindset to their life goals. Natalie, our strategist on this project, spent time uncovering what truly made FedUp Group different. It wasn’t just the founder’s technical knowledge or IRS experience, it was his ability to see what was holding people back and help them move forward.
Messaging Framework: Together, the Big Red Jelly team developed a clear and compelling messaging framework that hit on:
- Empowerment: “You can retire. You can get out of debt. Here’s how.”
- Clarity: Simplifying complex topics into plain English for the everyman.
- Trust: Leaning into federal credibility while connecting emotionally with the layoff anxiety.
- Action: Every piece of messaging pointed toward a clear next step for FedUp Group’s clients.
Part 02 | Website Build
Website Design: Laying the Digital Foundation for Growth
User-Centric Design: The website underwent a complete transformation, prioritizing user experience and intuitive navigation. Clear calls to action were strategically placed, guiding visitors seamlessly through the site.
Compelling Content: The Big Red Jelly grow team enhanced and built upon the foundations of the site with relevant blog content, SEO optimizations, and interactive tools that provided real value to prospective clients.
SEO Optimization: Our core focus areas for optimizations included creating clear service pages for the different audiences, conversion-ready forms and interactive tools to engage users with the website, and trust elements such as testimonials, educational content, and the founder’s story.
Part 03 | Grow
Thought Leadership That Converts and Boosts Growth
The growth phase for FedUp Group was all about scaling trust and motivation. BRJ rolled out a strategic mix of SEO, email, social media, and webinars to drive both inbound traffic and direct engagement.
SEO Strategy
We implemented an SEO strategy focused on attracting federal employees planning for retirement. This included optimized service-specific landing pages and educational blogs targeting commonly asked questions. The goal was to guide users with value-driven, emotionally resonant content that encouraged action, not just awareness.
Social Media Cadence
LinkedIn became our primary platform for establishing thought leadership. We repurposed insights from the founder’s book into weekly posts that addressed real financial fears like debt, job loss, and retirement delays. By focusing on motivation over numbers, we helped him build trust and position himself as an approachable authority in federal finance.
Email Marketing
We built a segmented email strategy tailored to federal employees, featuring lead magnets like self-assessments and retirement checklists. A simple nurture sequence guided prospects from initial interest to booked consultations. Messaging emphasized empowerment and clarity, reinforcing the founder’s message that clients already had the means, they just needed a plan.
Sales Enablement
To support conversion, we created intake forms, checklists, and lead magnets like webinars and downloadable guides. These not only qualified leads but also served as sales tools. We helped refine the founder’s pitch and integrated educational content into his client process, ensuring his message remained consistent and impactful from first click to closing call.
A Personal Brand with Purpose
Clear Positioning
FedUp Group stepped confidently into the role of educator and motivator, not just a tax preparer.
Strategic Flexibility
Big Red Jelly responded quickly to market shifts, expanding the campaign’s reach and effectiveness in both federal and civilian segments.
Tactical Execution
From form strategy to webinar promotion, the campaign moved from awareness to conversion through authentic storytelling and personalized messaging.
75
of users never scroll past the first page of search results. This shows the importance of SEO strategy and use of service-specific landing pages to boost discoverability.
277
LinkedIn is 277% more effective at generating leads than Facebook and Twitter. This is why LinkedIn is the perfect place to push thought leadership and personal branding, especially when targeting specific industries.
45
Emails with lead magnets have a 45% higher conversion rate. Use interactive tools like self-assessments and checklists to move users through the marketing funnel.
From The Client’s Desk:
“I appreciate the outstanding work that Natalie and Connor have done for me on this project. Thanks to their efforts, I now have a clearer understanding of what needs to be done and how they are assisting. Previously, with other companies, I often found myself in the dark about the process and progress. However, Natalie and Connor take the time to explain everything in detail and follow up with thorough emails. Their nurturing approach makes a significant difference. Even when I propose my own ideas, they work with me to ensure that our plans align perfectly with our overall goals. I am grateful to have such a dedicated and supportive team by my side.”
Timothy McCleskey JrFEdUp Group
The Conclusion: Storytelling That Converts
677
Boosted website sessions by over 677% through digital marketing efforts
950
Built up over 950 followers on LinkedIn
20
Produced over 20 top-of-funnel blog posts
Shown: Natalie Nagy
The Strategist
Natalie Nagy | Grow
Natalie shares that this was one of her favorite projects to date. It helped her better understand how to dig deep into a client’s true value propositions, and how motivational storytelling (when done well) can amplify every stage of the marketing funnel. “This client helped me grow as a strategist. The knowledge I gained has fueled every other project I’ve worked on since.”
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Say ‘Hello’ To Your New Growth Team!
Are you ready to take your brand, build, and grow your business to the next level? Let’s start designing, developing, and launching your brand and user interactive website today! Our team at Big Red Jelly will propel your business forward by looking at the bigger picture. From developing your brand to implementing an intentional and cohesive marketing strategy, we will ensure your business gets the measurable results you desire.
Meet the Team
Why Us?
Why choose our team of experts to help take your company to the next level? Here at Big Red Jelly, we have a proven five-chapter process. From our experience working with thousands of brands across the world, we know what it takes to develop a world-class brand that stands out, build a top-notch website with the best UX/UI, and grow through the white noise of today’s digital landscape. At Big Red Jelly, we believe each element of marketing is connected. You no longer just have a marketer, a salesperson, and a brand strategist working separately in their own cubicles. Our team works together, viewing business growth as a flywheel rather than just as a funnel.
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