fi360
Using strategic video storytelling to champion women in the financial services industryThe
Challenge
Financial services firms face a plethora of unique challenges but one issue continues to rise to the top: successfully combating gender inequality in the industry. In 2018, women accounted for just 18 percent of executive committees in the top 20 financial services firms across the globe.
Fi360, a leading provider of fiduciary-related education and technology and the home of the Accredited Investment Fiduciary® (AIF®) designation, sought to confront this challenge head on, leveraging its role as an industry leader to challenge the status quo and help change the face of the industry. The firm wanted a unique way to tell its story and showcase its commitment to elevating and championing more diverse voices.
PLAY VIDEOOur
Approach
Gregory FCA saw an opportunity to show—not just tell—Fi360’s commitment to promoting women in the financial services industry. 2019 marked Fi360’s 20th annual conference, its gathering of the best and brightest minds in the financial services space. The event attracts speakers from all corners of the industry and featured a strong contingent of women leaders. Coupled with the impending launch of the firm’s internal diversity and equality initiative, Gregory FCA designed a video-based campaign to showcase this aspect of Fi360’s culture.
Gregory FCA worked closely with the marketing team to plan a series of vignettes—brief 2-3 minute videos featuring conference attendees, Fi360 partners, and external stakeholders who champion the Fi360 story of women in the financial services industry. The videos accomplished two main goals: 1) increase awareness and promote registration for the firm’s upcoming milestone conference event and 2) showcase the diverse voices that make up Fi360’s culture and, as an extension, the emphasis the firm places on advancing and celebrating diverse voices.
Using a strategic project management approach, Gregory FCA took ownership of the process, vetting a short list of video participants and determining which voices best aligned with Fi360’s larger messaging and the project’s goals. We conducted phone-based training sessions and delivered written messaging documents for each participant to optimize their participation. We then provided full support on remote video production, including directing performances and guiding participants to align messaging. We edited and delivered final video cuts and offered guidance on properly leveraging the videos to advance the firm’s messaging and successfully achieve the project’s goals.
The
Results
Measure of
Success
Fi360 recognized its ability to contribute to change and took the opportunity to demonstrate its commitment to advancing female voices and working toward equality. The videos offered the chance to showcase new faces and successfully spoke to a wider audience and positioned Fi360 on the leading edge of change in the industry.