SoFi

Situation

Since its inception in 2011, SoFi, an online personal finance company, has risen to an enterprise with more than $500 million in annual revenue. SoFi and its employees take pride in their unique lending method of offering low interest rates and big savings. They consider factors beyond just credit scores and debt-to-income ratios to offer easy solutions to those in need of financial help.

In 2017, SoFi acquired the services of Jenna Communications to help plan and launch their millennial cocktail party, encouraging individuals with student loans to refinance their debt with SoFi in an effort to save them money and eliminate stress. Their goal was to offer a solution to students struggling to payback student loans that would benefit them short term, but not hurt them long term. Our team sought to highlight the party as a free event that would be fun for young adults, and also serve as an opportunity to better their financial situations.

Capabilities Provided

Strategy

Jenna Communications put their event planning expertise to work to organize the entire event and ensure it ran as smoothly as possible. Our team picked out secured the gorgeous Front & Palmer venue in Philadelphia, set up decorations, ensured great music and premium cocktails were available all night, organized contest giveaways to be conducted over the course of the party and remained at the party to make sure there were no hiccups along the way.

Apart from planning the event, our team also handled all promotional efforts. We reached out to local media that might be interested in an event like this and were able to secure several press hits promoting the party. We also embarked on a social media campaign via Twitter, Facebook and Instagram in order to spread awareness about SoFi in general, and the party itself. We also reached out to several outlets with influential social media accounts and encouraged them to advertise the upcoming party.  

Results

  • 11 press hits secured (1 month) including: My Philly Alive, Philly Influencer, RowHome Magazine, Philadelphia Style Magazine, Main Line Today, Vamos, Metro Philly, PhillyChitChat, Philadelphia Sunday Sun, and Philly.com
  • 6 social media outlet hits secured (1 month) including: My Philly Alive Twitter account, Explore Philly Twitter account, PhillyChitChat Twitter account, My Philly Alive Facebook account, RowHome Magazine Instagram account, and Philadelphia Housewives in the City Facebook group
  • 7 calendar listings secured (1 month) including: Yelp, Eventful, Courier Post, Philadelphia Weekly, Netmixer, All Events In and Philly Happening Magazine
  • Press hits resulted in over 12.5 million media impressions
  • A total PR value of $348,009.28     
  • Over 300 individuals attended the party  

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