First Command Launching Social Media Program For Military Families

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Survey-driven initiative designed to spark a meaningful dialogue among active-duty personnel

FORT WORTH, Texas--(BUSINESS WIRE)-- First Command Financial Services, Inc., is launching a new social media program that gives middle-class military families a place to share and explore their unique financial behaviors, attitudes and intentions.

Inspired by the monthly survey findings of the First Command Financial Behaviors Index®, the program will use Twitter, Facebook and other social media tools to engage active-duty personnel in timely conversations about the ways they approach spending, savings and debt. The goal is to create an environment where middle-income military families can ask questions and share best practices with one another as well as members of First Command.

“We know through our research and experience that middle-income military families have a goal-oriented, mission-driven approach to personal finance that is significantly different from what we see in the general population,” said Dennis S. Holland, chief marketing officer at First Command. “However, few media and online venues acknowledge these differences in their communications. Our social media program is designed to fill that hole, creating online communities where active-duty families can engage in a meaningful dialogue addressing their unique perspectives on pursuing long-term financial goals and dreams.”

The Index is an ideal source for conversation-provoking content. The monthly survey explores a variety of financial behaviors, attitudes and intentions among active-duty military families making at least $50,000 a year. Since its creation in 2008, the Index has consistently revealed that military families tend to outperform the general population in savings, debt-reduction and frugal spending behaviors. Military families also face a variety of unique financial challenges, such as regular relocations and lengthy separations due to deployments and combat duty. In recent years, these challenges have been heightened by the ongoing economic turmoil.

“The news media and online venues have been filled with stories about how the economy is impacting the personal finances of middle-class Americans, but we’ve seen very little content or conversation that addresses the impact on military families,” Holland said. “And that’s unfortunate because military families are proving that they have a lot of great ideas on how to make the most of their paychecks through the valuable money-saving behaviors they’ve perfected during the current economic downturn. Social media is a great environment for giving active-duty families a voice. Our goal is to help them share their ideas on how to spend less, save more and reduce debt so they can invest in their long-term financial security. And we will give active-duty families reliable, current information on the larger military community so they can compare and contrast their own experiences.”

First Command has begun work in earnest on the new program with the hiring of a director of social media. Katherine Kirkpatrick comes to First Command from Allegiance Capital Corp., where she created and managed the Dallas investment bank’s award-winning social media and communication programs. Also, First Command has contracted with SunGard Financial Systems to provide a technology platform for managing the many regulatory issues associated with employing social media in the financial services industry.

First Command is preparing to identify and train select Financial Advisors and other internal participants to kick off the social media dialogue. The longer-term goal is to expand participation beyond the initial group, eventually offering social media to all Advisors who meet the firm’s stringent qualifications and high standards.

“We believe it is critical to include our trusted Financial Advisors in this social media dialogue,” Holland said. “Every day our Advisors participate in one-on-one and group discussions with families in military communities across the U.S. and overseas. It makes sense that they should take these discussions into the online communities, too, as they carry out our mission of coaching those who serve in their pursuit of financial security.”

About First Command

First Command Financial Services and its subsidiaries, including First Command Bank and First Command Financial Planning, assist American families in their efforts to build wealth, reduce debt and pursue their lifetime financial goals and dreams—focusing on consumer behavior as the first and most powerful determinant of results. Through knowledgeable advice and coaching of the financial behaviors conducive to success, First Command Financial Advisors have built trustworthy, lasting relationships with hundreds of thousands of client families since 1958.

First Command Financial Services, Inc., is the parent of First Command Financial Planning, Inc. (Member SIPC, FINRA), First Command Insurance Services, Inc. and First Command Bank. Financial planning services and investment products, including securities, are offered by First Command Financial Planning, Inc. Insurance products and services are offered by First Command Insurance Services, Inc. in all states except Montana, where as required by law, insurance products and services are offered by First Command Financial Services, Inc. (a separate Montana domestic corporation). Banking products and services are offered by First Command Bank. In certain states, as required by law, First Command Insurance Services, Inc. does business as a separate domestic corporation. Securities products are not FDIC insured, have no bank guarantee and may lose value. A financial plan, by itself, cannot assure that retirement or other financial goals will be met. Compiled by Sentient Decision Science, Inc., the First Command Financial Behaviors Index® assesses trends among the American public’s financial behaviors, attitudes and intentions through a monthly survey of approximately 530 U.S. consumers aged 25 to 70 with annual household incomes of at least $50,000. Results are reported quarterly. The margin of error is +/- 4.3 percent with a 95 percent level of confidence. www.firstcommand.com/research Sentient Decision Science was commissioned by First Command to compile the Financial Behaviors Index®. SDS is a behavioral science and consumer psychology consulting firm with special vertical expertise within the financial services industry. SDS specializes in advanced research methods and statistical analysis of behavioral and attitudinal data.

First Command Financial Services, Inc.Mark Leach, 817-569-2419Media Relations[email protected]www.firstcommand.com

Source: First Command Financial Services, Inc.

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