Simplifying payroll with NOW Money

The starting point

NOW Money provides payroll and financial services for businesses with frontline workforces. They needed a clearer way to speak to HR, finance, and business owners across the region.

The problem

The messaging was either too broad or too product-heavy. It didn’t reflect the real challenges employers were facing or how the product helped.

How we fixed it

• Defined audience priorities for HR, finance, and operations

• Built a message structure based on everyday payroll realities

• Created a consistent tone for posts across brand and leadership profiles

• Developed a reusable content library for ongoing publishing

• Ran LinkedIn lead generation campaigns targeting employer segments

The outcome

• A LinkedIn presence that feels clear, direct, and relevant

• Messaging that resonates with people managing payroll decisions

• A repeatable approach to both organic content and paid lead generation

• Stronger recognition of NOW Money’s role in supporting blue-collar teams