Franklin Templeton x Mashable ME

Important: this was built as a business development deck, not a produced campaign. It showcases how I set up a publisher sponsorship so that brand, media, and sales teams can see the same plan.

The assignment: take Franklin Templeton's global POV on financial wellness and translate it into Mashable ME content that feels native to Gulf audiences. That meant two mirror decks—English for multinational stakeholders, Arabic for Mashable's newsroom and creators.

Each deck outlines positioning, editorial guardrails, channel mix, and revenue model so the client can visualize a 6-month partnership without guessing how bilingual production would work.

The GCC has a digitally native population that wants investment literacy but tunes out generic Wall Street content. To win nine-figure inflows, Franklin Templeton has to prove it can speak the region's language(s) literally and figuratively.

• Bilingual POV: Arabic-first audiences expect scripts that aren't just translated—they require cultural framing and references to local realities
• Islamic finance literacy: Any funnel must respect Shariah-compliant investing and showcase regional experts
• Always-on channel mix: Reels, Shorts, and podcast snippets drive awareness; newsletters and WhatsApp nurture the relationship
• Trust proxies: Partnering with Mashable ME lends credibility, but the storytelling still needs anchors like Gulf creators and case studies

Partnership Structure: Franklin Templeton underwrites a 24-week editorial franchise (12 English episodes, 12 Arabic) with mirrored story arcs, guest bookings, and KPI dashboards.

Content Pillars:

• First Paycheck / أول راتب: short-form “your salary, your plan” scripts tailored to UAE, KSA, and Qatar earning realities
• Risk Signal / نبض الأسواق: snackable macro updates co-hosted by Mashable editors and Franklin economists
• Power Couples: profiles of siblings, spouses, or founders building wealth together—spotlighting both English and Arabic interviews
• Office Hours Live: quarterly livestream where audiences submit questions in either language and get matched to a Franklin download

Distribution Stack:

• Top of funnel: Instagram Reels + Snapchat Spotlight cutdowns localized per market
• Mid funnel: YouTube compilations, Spotify/Anghami audio syndication, and bilingual newsletters
• Bottom of funnel: gated playbooks promoted via LinkedIn Lead Gen + Mashable ME site takeovers

• Exec brief: sponsor value prop, KPIs, and three-tier investment packages
• Editorial specs: tone, talent wish list, Arabic transliteration key, and sample scripts
• Run-of-show: 24-week calendar that pairs EN + AR drops plus studio/field shoot notes
• Distribution plan: organic/paid split with CTA logic for each platform
• Measurement + routing: dashboard mockups with bilingual labels and MQL workflow

The Arabic deck is written natively (not just translated) so the Mashable newsroom can lift copy directly into treatments.

Why Mashable ME:

• On-the-ground Arabic newsroom that can localize scripts without losing finance credibility
• Distribution muscle across Instagram, Snapchat, YouTube, newsletters, and live events
• Existing relationships with Gulf creators who can appear in both languages

Why mirror decks:

• Client stakeholders get familiar global KPIs (VTR, MQL) in English
• Editorial crew receives Arabic-first briefs, tone guidance, and transliteration cheat sheets
• Revenue ops can quote sponsorship tiers in both currencies and show deliverable parity

Measurement framework:

• Shared dashboard with bilingual labeling so both teams see the same funnel
• UTM + WhatsApp short links to attribute Arabic conversions properly

• Market analysis: Understanding regional dynamics and audience behavior
• Strategic thinking: Connecting brand objectives with audience needs
• Partnership development: Identifying synergistic collaboration opportunities
• Content strategy: Designing content pillars that serve both education and brand goals
• Distribution planning: Matching content format to platform and audience behavior