First Command branding effort includes radio


First Command Financial Services has launched a new brand campaign that promotes the company’s unique approach to helping middle-income Americans pursue their financial goals and lifetime dreams.

With the theme “Dream boldly. Plan confidently,” First Command launched the national campaign 7/31 on the company’s website, The campaign also includes print and online advertising, a 30-second TV commercial, local radio spots, direct mail, trade show display advertising and outdoor media.

First Command’s in-house marketing department developed and produced the new campaign based on extensive consumer research conducted over the past two years, including results from its recently launched First Command Financial Behaviors Index.

First Command will roll out the integrated campaign through targeted print and online advertising to its core military and federal employee market segments, combined with local advertising in support of First Command Financial Advisors at offices nationwide.