First Command Financial Services provides financial planning for U.S. service members and their families.
After proudly and steadily serving military personnel and their families for more than 50 years, First Command wanted to grow its brand to better serve its current customers and more easily connect with new prospects.
After extensive research of their key audiences, we crafted a new editorial approach focused on a print-publication redesign and a corresponding website and content hub. To make sure the content resonated with every reader, we segmented First Command’s audiences according to life and financial-planning stages and targeted content to match their respective needs.
- Audience personas
- Custom publication
- Website design
The new website was beautiful, easy to navigate, and rich in this actionable, approachable content. The site and its content fit cohesively with the redesigned publication, which is distributed to 270,000 readers every quarter.