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 Sections 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.


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.


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.

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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