ABOUT

First Command offers lifelong financial security for U.S. military families but suffers from low brand recognition in their competitive space. Our goal is to drive greater brand awareness among military audiences. Their competitors are significantly larger and have a deep history in this area, but they’re focused on selling products. Not relationships.

We want to connect with our audience on an emotional level, be relevant where they need help, and offer guidance beyond just products. We seek to show the bond military life inspires and to illustrate that First Command is built for military financial planning. We do this by showing First Command’s ability to create connection, listen, and act as a financial coach. Those are their differentiating factors.