Launch was planned through a system of campus strategists on 25 school campuses. We have tested market validation by launching ANOTHER service, first: a text service that let users text our bot their dream job and location - and would come back with job opportunities. 5,000 interactions later, we saw students were actively interested in what we have to offer.
Through careful relationship management, we have created digital assets and guidelines for the strategists to be able to carry a coherent message throughout, and stay on point, with excellent design and clear call-to-action: Get your next job through tapd.
After a successful launch, tapd and its investors saw the underlying problem - it's not the jobs, but the STUDENT LOANS that create an impossible job market. tapd set out to eradicate student debt in the United States. goodgood created frank: a trustworthy brand to help you find a service to refinance your student loan, or get proper financial advice in an honest way - to improve your financial ranking in the loan world.
frank for lenders
To tackle the loan world, tapd / frank needed to be serious, and stable. Lenders will buy and sell data to a loan market player, rather than a quirky start-up. Thus, we have created a trustworthy, stable brand to get lenders to play ball.
Frank for students
Same brand, but a more friendly color scheme. When facing students Frank was more than a "loan fixer": Frank is a company who gives you the kind of guidance no one ever gives you - Frank reads the "small print" and takes you, step by step, out of your debt into a future of better decisions.