Society of Grownups Take II
MassMutual is doing the right thing wrong.
Remember its Society of Grownups initiative (in collaboration with IDEO)? Refresher: a financial learning initiative that garnered a $100m investment to create a transparent conversation around money via physical locations, and online and offline courses for the price range of ‘free’ to ~$40 per class.
That was 2016.
This is now.
And now, MassMutual is working on the same learning initiative – via financial events – yet branded In Good Company. One difference though is that this initiative is a collaborative effort by MassMutual and Baystate Financial, a general agency of MassMutual.
The Brookline, MA-based initiative is on a mission to “make financial education more accessible & – dare we say – more fun.” By ‘fun’, think ‘beer & benefits’ ($45), ‘wine and investing’ ($45), and ‘couples and money’ ($30) classes; to name three.
Conventional advertising included:
#NorthStation is looking good lately!
We've seen you on the T, now we want to meet you in real life! Sign up for a class today: https://t.co/pZBewY3BRz
Takeover: @GYKAntler
📸: Contic Creative#Boston #mbta pic.twitter.com/rk8RWhkU0a— In Good Company (@InGoodCompanyMM) September 30, 2018
Bottom Line: keep the wine and keep in mind – ‘more fun’ isn’t necessarily ‘fun’.
#tbt to a fun event with @sofi It was so cool to try out a local wine bar and meet some nice people. #wine #winejourney #winetasting #rosé #frosé #cheeseboard #sofi #mixandmingle pic.twitter.com/oarcBoOAGY
— Fleur de Vino (@FleurdeVino) September 14, 2018