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financial services

First Command

firstcommand.com

First Command Financial Services provides financial planning for U.S. servicemembers and their families.

The Challenge

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.

Our Solution

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 needs.

Deliverables

  • Audience personas
  • Custom publication
  • Website design
  • Newsletter

The Results

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 was distributed to 270,000 readers every quarter.

Awards

2012 Custom Publishing Council Bronze Award for Design

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