Case Study: First Command builds military finance thought leadership with The Harbinger Group

First Command reaches 2.91 million views with The Harbinger Group

First Command, a financial services company dedicated to military families, partnered with The Harbinger Group to establish its CEO as a leading voice in military finance and build a robust earned media strategy. The challenge was to cut through the noise and deliver impactful financial insights that resonated with military audiences, positioning First Command as their go-to resource.

The Harbinger Group executed a two-pronged strategy focused on executive branding and tailored earned media. This included enhancing the CEO's LinkedIn presence, securing a Forbes Finance Council membership, and leveraging proprietary research for media pitches. The efforts by The Harbinger Group yielded significant results, including over 2.9 million media views in 2022 and securing placements in high-profile outlets like Forbes, reaching a combined audience of hundreds of millions.

First Command