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Lincoln Financial Foundation was seeking to communicate its philanthropic efforts more effectively in way that would differentiate it within the category, support its brand story and give third party brokers tools to build the business.
The financial services category is highly competitive and regulated, fluency in social storytelling is limited, and the Foundation’s giving was diverse and complicated.
Building on a social storytelling workshop, We First defined the social marketing plan and cultural conversation that the Foundation should lead to support the corporate brand and also provided a twelve-month social marketing plan.
Lincoln Financial Foundation was able to align its messaging with Lincoln Financial Group, lead a cultural conversation that differentiated it within the category, and build the corporate brand’s reputation on the strength of its heritage and CSR work.