Financial Fitness

Engaging Gen Y in a Conversation About Money

Hosted by the Financial Communications Section.

This section webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Social Media

The financial services industry is highly regulated with social media constraints — yet a certain financial giant was ahead of the curve as it launched an award-winning educational website to help Gen Y become financially fit. As a result of the company’s first integrated social media marketing campaign, website traffic increased 53 percent during 2009.

  • Learn 10 steps to integrating social media into a company’s overall marketing mix, and how to evaluate and communicate the ROI of social media.
  • Get an overview of best practices adopted for successful Twitter, Facebook and blog campaigns, and how to find your company’s “voice.”
  • Learn how the financial giant’s campaign broke through financial literacy “clutter” and reached Gen Y with bite-sized and achievable tips about money.


Sarah Bulgatz

Photo of Sarah Bulgatz Bulgatz identifies areas of reputational opportunity and risk, and guides communications strategy and response. In addition to working behind-the-scenes to build public awareness of the company’s products, services, consumer advocacy and community outreach, she serves as a corporate spokesperson, presenting the company’s point of view on issues that are often complex and sensitive in nature.

Kristine Dixon

Dixon leads marketing and communications for the firm’s financial literacy and employee-volunteerism programs. She directs marketing for Charles Schwab Foundation, a private, nonprofit organization funded by The Charles Schwab Corporation. She holds FINRA Series 7 and 24 securities registrations.

Ellen LaNicca

Photo of Ellen LaNicca LaNicca has more than 25 years of public relations experience, creating programs for a number of Fortune 500 companies, including American Express, Avon Products, BISSELL Homecare, Charles Schwab & Co., Microsoft and Target. Prior to CRT/tanaka, she was president and founding partner of Patrice Tanaka & Company, Inc., which was recognized for workplace culture and the “#1 Most Creative PR Agency in America.”


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