A gal named Gabby has been gracing the screens of many a computer around Third Degree lately, as many of us have been working on launching her new campaign. (While drinking V8, from a can that happens to perfectly color coordinate with Gabby's web site and the conveniently staged desktop gerbers. We think Gabby would approve.)
Gabby is the co-creation of Third Degree and Fort Worth Community Credit Union – "a gal with the gift of gab who knows what she's worth" and she's the digital spokesperson of the credit union's initiative to reach women 30-38 years old, and connect with this "savvy mom" audience (since apparently these women make 80% of all household decisions, and we don't just mean buying veggie drinks and daisies).
In addition to her web site, GetYourWorthOn.com, Gabby is spinning all the social media plates, sharing financial advice, happenings around the community, Fort Worth Community products and services, and online deals and coupons on Twitter, Facebook and her blog: GetYourWorthOn.blogspot.com
Fort Worth Community launched Gabby in phases.
1. First they started with their internal team to get all the employees excited about Gabby. They gave all the staff training guides with the strategic low-down behind the campaign that Third Degree helped them create, plus gave them some Gabby "goodies" they created themselves as well, including notepads, bottled water, magnet shopping lists, etc...
2. We soft-launched Facebook and Twitter and began gaining followers as well as those that Gabby follows. Facebook: Gabby Knows / Twitter: @GabbyKnows
3. Then we kicked off the big Valentine's Day hard launch with a Spa Day Giveaway, adding internal merchandising like teller counter posters, drive-thru banners, on-hold messaging and lobby standees and external mediums like the web site and outdoor. We also used direct mailers, HTML emails online advertisements with Google, Facebook and the Fort Worth Star Telegram to get Gabby going.
And really, Gabby is just getting going. The goal is to continue to build a relationship with the women of the community (current members and non-members alike) who are making real financial decisions every day. And as Third Degree continues to help guide Gabby along the way, the long-term vision for the initiative hinges on Fort Worth Community's commitment to keeping the dialogue going, and keeping their internal staff as excited and "in-the-know" as that gal Gabby.
3 comments:
What an awesome campaign. Wish I worked at Ft. Worth so I could grab some of that Gabby loot!
Nice job! Financial services is a category that is notoriously slow to realize the economic power of women and to develop campaigns with mom-appeal.
Well put Kat! Thanks for the kudos!
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