The situation. An important part of Georgia’s Own Credit Union’s brand is serving the public good. Georgia’s Own hired The Wilbert Group to identify creative PR activations that amplify the meaningful work of the credit union. In 2020, the need for community support has become greater than ever, with so many experiencing unexpected joblessness and deep economic stress due to the COVID-19 pandemic. Beyond providing temporary relief through personal grants and donations to local charities, Georgia’s Own sought to provide expert advice on budgeting and saving during lean times, as well as tools to get workers back on their feet.
Wilbert deployed a smart PR strategy. The Wilbert Group developed a series of webinars to provide financial advice and job-seeking tips. The series featured four weeks of virtual programming every Wednesday at noon during the month of July. Produced over Zoom and streamed through the Georgia’s Own Facebook page, these interactive, hour-long sessions featured a different expert each week in a live Q&A on the topics of money management, resume building, job interview prep and how to take professional headshots at home. The month concluded with free professional headshots for up to 30 webinar participants provided by Georgia’s Own at a Roswell branch.
Here’s how it drove results. The Wilbert Group pitched the unique webinar series to the media and secured a feature in the Sunday edition of the Atlanta-Journal Constitution, receiving coverage in a section almost exclusively reserved for nonprofit organizations. Additionally, the “Back to Work” webinar series has received over 5,000 views to date on the Georgia’s Own Facebook page, further connecting the brand to the public good initiative. Because of its success, Georgia’s Own and Wilbert will work together on a quarterly webinar series covering different financial literacy topics and best practices.
The Wilbert Group
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