Gregory

BACKGROUND

Introduce your business and what you do there.

I’m the director of financial wellbeing and brand communications at Affinity Federal Credit Union. We’re a member-owned credit union offering a full range of financial services. We’re focused on supporting the financial wellbeing of our community across more than 20 branches in the tri-state area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gregory?

We needed help with PR, executive thought leadership, social media, awards and recognition, and crisis communications.

SOLUTION

What was the scope of their involvement?

Gregory identifies relevant news and consumer finance trends, develops proactive media pitches, connects subject matter experts with journalists, coordinates interviews and commentary, and tracks resulting earned media coverage. The program spans national, trade, and regional media. Specific examples include opportunities involving CBS News, MarketWatch, FOX, Kiplinger, U.S. News & World Report, Credit Union Times, CU Connection, Morning Brew, NJ PBS, and local/New Jersey media. The resulting coverage tracked by Gregory includes CBS News, FOX News, Kiplinger, US News, NJ101.5, ROI-NJ, WRNJ, Bankrate, and other outlets. They also develop and support the distribution of press releases covering organizational initiatives, community impact, financial wellbeing programs, charitable activities, and other significant announcements. This includes launch planning and follow-through from drafting through distribution and subsequent media outreach. Moreover, Gregory helps translate executives' and subject matter experts' expertise into external thought-leadership opportunities, including bylined articles, contributed content, interviews, and podcasts. Their support includes topic development, discovery questions, drafting, and editorial coordination. In addition, they develop forward-looking social content calendars, draft posts, coordinate review and approval, schedule approved material, and align social content with campaigns, community activities, financial education, podcasts, and relevant observances. They maintain an ongoing editorial pipeline of consumer-facing content on personal finance and financial wellbeing, including budgeting, saving, credit, fraud prevention, major financial decisions, and financial health topics. This content supports Affinity's broader educational and communications strategy. Gregory also provides coordinated communications support for major initiatives and launches, bringing together PR, social media, owned content, podcasts, executive visibility, and media outreach into integrated campaigns. They help identify compelling stories from community programs, charitable initiatives, and financial-education activities, then develop them for press releases, earned media, social channels, and owned content. They identify and track relevant industry, business, and community recognition opportunities and incorporate awards into Affinity's broader reputation and communications program. Moreover, they provide supplemental crisis-communications expertise designed to integrate with Affinity's established response structure. Finally, they participate in regular planning and campaign management sessions with Affinity, using a shared workstream covering PR priorities, social media, content, media opportunities, community initiatives, campaigns, and upcoming communications needs.

What is the team composition?

We work with 6-10 people.

How did you come to work with Gregory?

We found them through an open RFP process. They had high ratings, a great culture fit, aligned company values, and strong industry expertise.

What is the status of this engagement?

We started working together in August 2021, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve had hundreds of earned media placements, billions of potential brand impressions, and a 2,000+ social media following increase. We’ve collaborated on podcast development, launch, production, and editing with 90 episodes now recorded. Programs such as Cost of a Day at the Jersey Shore, the Affinity Holiday Index, 90 Days of Wellbeing, and the Wellbeing Awards have become integrated platforms capable of producing earned media, original research, social engagement, podcast content, and consumer education. Individual campaigns have produced measurable results ranging from thousands of engagements to double-digit earned media placements.

How did Gregory perform from a project management standpoint?

They’re highly organized, well-managed, and deliver consistently on time.

What did you find most impressive about them?

We’re impressed by their creative approach to campaigns and earned media topics.

Are there any areas they could improve?

There’s nothing they need to improve.

BACKGROUND

Please describe your company and position.

I am the CFO of CapWealth

Describe what your company does in a single sentence.

CapWealth is an independent wealth management firm based in Franklin, Tennessee, dedicated to helping high-net-worth and ultra-high-net-worth individuals and families preserve, grow, and transfer wealth through personalized financial planning and in-house investment research.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Gregory FCA to accomplish?

• To enhance our overall brand
• To reach a wider audience
• To be with a firm with financial services expertise

SOLUTION

How did you find Gregory FCA?

Schwab Conference

Why did you select Gregory FCA over others?

Expertise

How many teammates from Gregory FCA were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Gregory FCA serves as our outsourced CMO, providing the strategic oversight, planning, and execution we need to elevate CapWealth’s brand and visibility. Their team delivers a comprehensive mix of marketing, public relations, and digital strategy services designed to position us as thought leaders in wealth management. Key deliverables include: Campaign Oversight & Strategy – Ongoing management of a content calendar, proactive planning, and bi-weekly accountability calls to ensure alignment.Media Relations – Targeting 3–5 high-quality interview opportunities per month, with a focus on securing national placements for our leadership, complemented by media training and ongoing coaching.Content Creation – Development of 5–6 editorial pieces per month (blogs, press releases, articles, and award submissions) to showcase our expertise.Digital Marketing (SEO & SEM) – A comprehensive SEO audit and ongoing optimization, plus SEM campaign setup and active management to drive visibility and qualified leads.Social Media Support – Copywriting and content distribution tied to media wins, news announcements, and thought leadership pieces.Reporting & Accountability – Monthly campaign reports summarizing media activity, coverage, and performance metrics, providing clear visibility into results.Video Production Support – Editing and post-production of firm-generated video content, ensuring professional quality output.Overall, Gregory FCA provides a high-touch, strategic partnership that combines creativity, accountability, and execution, helping us strengthen our voice in the market and build meaningful connections with clients and prospects

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Working with Gregory FCA has already produced tangible results that demonstrate meaningful momentum for CapWealth’s marketing and communications strategy.

Increased Media Visibility – Within the first months of the engagement, Gregory FCA successfully secured multiple high-quality interview opportunities and media placements, including national coverage, positioning our leadership as thought leaders in wealth management.<br>Enhanced Content Output – We now have a consistent cadence of 5–6 original content pieces per month, giving us a stronger voice across blogs, press releases, and bylined articles while ensuring compliance is fully integrated into the process.<br>Improved Digital Performance – The comprehensive SEO audit identified clear opportunities, and their recommendations are already helping us improve keyword rankings, domain authority, and organic traffic. Early SEM campaigns have begun generating measurable engagement, driving qualified traffic and leads.<br>Structured Accountability – The bi-weekly accountability calls and monthly reporting provide clear visibility into progress, KPIs, and next steps, ensuring we are always aligned and moving forward.<br>Awards and Recognition – Gregory FCA’s oversight of our award nominations has streamlined submissions and elevated our presence in key industry recognition opportunities.<br>Professional Branding Through Video & Social Media – Video editing support and social media copywriting have enabled us to present a polished, professional image across multiple channels.<br>Together, these outcomes demonstrate both strategic progress and early wins, validating our decision to invest in Gregory FCA as a partner in raising CapWealth’s profile

Describe their project management. Did they deliver items on time? How did they respond to your needs?

On-time, always.

What was your primary form of communication with Gregory FCA?

Virtual Meeting

What did you find most impressive or unique about this company?

We appreciated their responsiveness and professionalism.

Are there any areas for improvement or something Gregory FCA could have done differently?

N/A

BACKGROUND

Please describe your company and position.

I am the SVP and Director of Communications of Univest Financial Corporation

Describe what your company does in a single sentence.

Univest Financial Corporation and its subsidiaries provide a full range of financial solutions for individuals, businesses, municipalities and nonprofit organizations primarily in the Mid-Atlantic Region. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Gregory FCA to accomplish?

• Ongoing public relations and media relations support
• Creation of content to support our blog - articles and videos
• Crisis communications

SOLUTION

How did you find Gregory FCA?

Referral

Why did you select Gregory FCA over others?

Referred to me

How many teammates from Gregory FCA were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Ongoing partnership for proactive media outreach as well as support creating content for our websites - articles and videos. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Increased visibility in media - online articles and broadcast interviews. Increased engagement with thought leadership content. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team is very responsive and regularly meets deadlines. 

What was your primary form of communication with Gregory FCA?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Gregory FCA does a great job getting to know our business and bringing proactive ideas to the table. The team members are helpful, responsive and informed in our industry. 

Are there any areas for improvement or something Gregory FCA could have done differently?

No suggestions. 

BACKGROUND

Please describe your company and position.

 I am the VP Marketing and Communication of a financial services company 

Describe what your company does in a single sentence.

Our company is a custodian for alternative assets held within self-directed IRAs. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Gregory FCA to accomplish?

• Digital Marketing
• Social Media Marketing

SOLUTION

How did you find Gregory FCA?

Referral

Why did you select Gregory FCA over others?

High ratings

How many teammates from Gregory FCA were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

GFCA supports our digital strategy by providing SMEs with LinkedIn and Google campaigns. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

YoY record returns for conversions, impressions, and clicks in Google. Steady improvement in LinkedIn performance and brand awareness campaigns. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were a very responsive and proactive team that offered insight and recommendations based on performance and industry knowledge. 

What was your primary form of communication with Gregory FCA?

Virtual Meeting

What did you find most impressive or unique about this company?

Constant communication, quick to respond, and proven expertise. 

Are there any areas for improvement or something Gregory FCA could have done differently?

Nothing! Josh is amazing to work with - keep up the great work.