Wanted to share my excitement over the launch of our new brand campaign
We announced it on the PR wire yesterday, concurrent with an announcement by our CEO at our annual financial advisor conference and the launch of our newly redeveloped web site, www.firstcommand.com.
Themed “Dream boldly. Plan confidently,” the campaign is integrated across media including the corporate web site, print and online advertising, a 30-second TV commercial, local radio spots, direct mail, trade show display advertising and outdoor media. Campaign messages and look-and-feel are designed to strengthen the First Command brand identity through consistent repetition of our value proposition—that regardless of what your dreams are for yourself or your family, First Command and its trusted Financial Advisors offer the knowledge, experience and breadth of services to help you plan confidently to pursue your goals.
The news release got picked up by Reuters, Business Week, MarketWatch, Mediapost.com, Yahoo! Business, PR Insider and a number of other sites and news feeds.
I’m really proud of the fact that we developed and produced this campaign entirely in-house. Kester Conrad's graphic design and layout elegantly frames our messaging in print. My web team's expertise has taken our web site to a higher level of sophistication while maintaining the friendliness and clarity that is fundamental to our approach to our audience.
Take a look at www.firstcommand.com, and be sure to view our new TV commercial. This was a lot of fun, as Todd Marchand wrote the script, worked with our A/V specialist to develop a storyboard, observed the filming, directed the voice talent, supervised the final assembly of all the moving parts – even selected and consulted with a commercial composer to write original music for the spot.
Themed “Dream boldly. Plan confidently,” the campaign is integrated across media including the corporate web site, print and online advertising, a 30-second TV commercial, local radio spots, direct mail, trade show display advertising and outdoor media. Campaign messages and look-and-feel are designed to strengthen the First Command brand identity through consistent repetition of our value proposition—that regardless of what your dreams are for yourself or your family, First Command and its trusted Financial Advisors offer the knowledge, experience and breadth of services to help you plan confidently to pursue your goals.
The news release got picked up by Reuters, Business Week, MarketWatch, Mediapost.com, Yahoo! Business, PR Insider and a number of other sites and news feeds.
I’m really proud of the fact that we developed and produced this campaign entirely in-house. Kester Conrad's graphic design and layout elegantly frames our messaging in print. My web team's expertise has taken our web site to a higher level of sophistication while maintaining the friendliness and clarity that is fundamental to our approach to our audience.
Take a look at www.firstcommand.com, and be sure to view our new TV commercial. This was a lot of fun, as Todd Marchand wrote the script, worked with our A/V specialist to develop a storyboard, observed the filming, directed the voice talent, supervised the final assembly of all the moving parts – even selected and consulted with a commercial composer to write original music for the spot.
© 2008 Created by Steve Hall
