PayWise — Content Plan
July 21 — August 31, 2026 · English (Trinidadian)
Narrative: July/August tells the story of expansion — more ways to use your money on PayWise. The Island Finance partnership proves PayWise is becoming the comprehensive bill payment hub for Trinidad. The Cash-Out feature closes the loop between digital and physical money. Every piece reinforces that PayWise is the only app you need for your money.
Persona targeting: Cash-Poor Bill Payers (60%), Sale-Losing Operators (25%), All Clusters (15%)
Language: Trinidadian peer-to-peer vernacular. Short, punchy, real talk. No jargon. Every piece carries the CBTT license trust signal. CTAs use → + URL format.
Persona Key
💰 Cash-Poor Bill Payers
Adults 18–55; wants speed, security, ease. Main trigger: bill urgency moment (T&TEC due, Island Finance loan due).
🏪 Sale-Losing Operators
Business owners 25–50; losing cash-only sales. Main trigger: lost sale from cash-only; customer asks for card.
👥 All Clusters
Mixed audience — month review / big announcements. Main trigger: brand awareness, trust, community.
Week 1 — July 21–27
Island Finance LaunchWeek 2 — July 28–Aug 3
Cash-Out Your WalletWeek 3 — Aug 4–10
Bills Made SimpleWeek 4 — Aug 11–17
For Your BusinessWeek 5 — Aug 18–24
Trust & CommunityWeek 6 — Aug 25–31
Month in ReviewContent Calendar — July 21 — August 31, 2026
| Date | Format | Topic / Headline | Target Persona |
|---|---|---|---|
| Jul 21 | Carousel | Island Finance — Now on PayWise 🆕 | Cash-Poor Bill Payers |
| Jul 21 | Social Post | Island Finance Announcement 🆕 | Cash-Poor Bill Payers |
| Jul 24 | Blog Post | You Can Now Pay Your Island Finance Loan on PayWise 🆕 | Cash-Poor Bill Payers |
| Jul 24 | Push Notification | Paired with Blog 1 | — |
| Jul 27 | Social Post | How to Pay Island Finance in 30 Seconds 🆕 | Cash-Poor Bill Payers |
| Jul 28 | Carousel | Cash-Out — Your Wallet, Your Cash 🆕 | Cash-Poor Bill Payers |
| Jul 31 | Big News — Island Finance & Cash-Out Now Live | All | |
| Aug 3 | Social Post | Cash-Out — Walk Into Any Agent 🆕 | Cash-Poor Bill Payers |
| Aug 4 | Carousel | Still Standing in Payment Lines in 2026? | Cash-Poor Bill Payers |
| Aug 7 | Blog Post | How Many Bills Are You Still Paying the Hard Way? | Cash-Poor Bill Payers |
| Aug 7 | Push Notification | Paired with Blog 2 | — |
| Aug 10 | Carousel | One App for All Your Bills | Cash-Poor Bill Payers |
| Aug 11 | Carousel | "You Take Card?" — Now You Do | Sale-Losing Operators |
| Aug 14 | Never Lose a Sale Again | Sale-Losing Operators | |
| Aug 17 | Social Post | No POS Machine Needed | Sale-Losing Operators |
| Aug 18 | Blog Post | What It Means to Be Licensed by the Central Bank of T&T | Cash-Poor Bill Payers |
| Aug 18 | Push Notification | Paired with Blog 3 | — |
| Aug 21 | Carousel | Real People, Real Bills, Real Easy | Cash-Poor Bill Payers |
| Aug 24 | August Check-In | All | |
| Aug 25 | Social Post | August Recap | All |
| Aug 28 | Video Script | How to Use PayWise — Island Finance + Cash-Out Walkthrough | Cash-Poor Bill Payers |
| Aug 31 | Infographic | September Bill Calendar | All |
| Aug 31 | Social Post | End-of-Month Reminder | Cash-Poor Bill Payers |
| Aug 31 | Infographic | PayWise at a Glance | All |
Analytics & Tracking
UTM Strategy
| Content | URL | utm_source | utm_medium | utm_campaign | utm_content |
|---|---|---|---|---|---|
| Carousel 1 (IF launch) | paywise.co/personal/ | social | island-finance-launch | carousel-1-if | |
| Carousel 1 (IF launch) | paywise.co/personal/ | social | island-finance-launch | carousel-1-if | |
| Social Post 1 (IF) | paywise.co/personal/ | social | island-finance-launch | social-1-if | |
| Social Post 1 (IF) | paywise.co/personal/ | social | island-finance-launch | social-1-if-li | |
| Blog 1 (IF) | paywise.co/personal/ | website | blog | island-finance-launch | blog-1-if |
| Push 1 | paywise.co/personal/ | push | notification | island-finance-launch | push-1-if |
| Social Post 2 (IF) | paywise.co/personal/ | social | island-finance-launch | social-2-if | |
| Carousel 2 (Cash-Out) | paywise.co/agents/ | social | cash-out-launch | carousel-2-co | |
| Email 1 | paywise.co/personal/ | newsletter | aug-announcement | email-1-combined | |
| Social Post 3 (Cash-Out) | paywise.co/agents/ | social | cash-out-launch | social-3-co | |
| Carousel 3 | paywise.co/personal/ | social | bills-made-simple | carousel-3 | |
| Blog 2 | paywise.co/personal/ | website | blog | bills-made-simple | blog-2 |
| Carousel 4 | paywise.co/personal/ | social | one-app-bills | carousel-4 | |
| Carousel 5 | paywise.co/business | social | business-tools | carousel-5 | |
| Email 2 | paywise.co/business | newsletter | business-tools | email-2 | |
| Social Post 4 | paywise.co/business | social | business-tools | social-4 | |
| Blog 3 | paywise.co/personal/ | website | blog | trust-credibility | blog-3 |
| Carousel 6 | paywise.co/personal/ | social | trust-community | carousel-6 | |
| Email 3 | paywise.co/personal/ | newsletter | august-wrap | email-3 | |
| Social Post 5 | paywise.co/personal/ | social | august-review | social-5 | |
| Video | paywise.co/personal/ | youtube | video | island-finance-plus-cash-out | video-1 |
| Infographic 1 | paywise.co/personal/ | website | infographic | bill-calendar | infographic-1 |
| Social Post 6 | paywise.co/personal/ | social | month-end-reminder | social-6 | |
| Infographic 2 | paywise.co/personal/ | website | infographic | paywise-at-a-glance | infographic-2 |
Events to Track
| Event | Trigger | Category |
|---|---|---|
| signup_completed | User completes registration | Acquisition |
| first_bill_paid | User pays first bill (including Island Finance) | Activation |
| island_finance_payment | User selects Island Finance biller | Activation — Partnership |
| cash_out_initiated | User navigates to Cash-Out screen | Feature Adoption |
| cash_out_completed | User completes cash withdrawal at agent | Revenue |
| blog_view | User views blog post | Engagement |
| carousel_view | User views carousel on social | Engagement |
| cta_click | User clicks CTA link | Conversion |
Conversion Goals
| Goal | Definition | Content Types |
|---|---|---|
| Island Finance signups | Users who pay Island Finance loan after seeing IF content | Carousel 1, Social 1 & 2, Blog 1 |
| Cash-Out activations | Users who complete a cash-out after seeing Cash-Out content | Carousel 2, Social 3, Video |
| General signups | New app downloads + first bill payment | Carousels 3, 4, 6; Blogs 2, 3; Emails |
| Business conversions | Business account signups + first card transaction | Carousel 5, Email 2, Social 4 |