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Genworth Celebrates Parenthood in New Facebook Campaign
Jun 07, 2010 (11:06 AM EDT)
RICHMOND, Va., June 7 /PRNewswire/ -- What makes a good parent? For the roughly 150 million parents in the U.S., there are as many answers to that question as there are approaches to raising children. But good parenting requires a commitment to care giving that too often goes unheralded.
Genworth wants to change that. Taking a page from its own "Genworth Celebrates Caregivers" Facebook campaign from last November, Genworth has created a new Facebook fan page devoted to the celebration of parenthood. The site, (www.genworth.com/celebrates), invites browsers to share a story about a time when their parents came through for them "…when it mattered most." In May, a Mother's Day theme was complemented by a national television ad campaign. This month will debut a TV ad featuring a Father's Day theme, encouraging people to share a supportive story about 'Dad' on Genworth's Facebook page.
"We're recognizing people that make and keep promises that make a difference," said Michael D. Fraizer, Genworth chief executive officer. "I know the difference my parents made in my life and I'm sure there are hundreds of similar stories that deserve to be told. We're proud to salute those parents and caregivers whose actions change the world around them, and, in turn, the world at large."
Genworth began work on its Facebook campaign in February 2009 with national advertising about the site launching in November 2009. The 'Caregiver' Facebook site, originally conceived as a place for caregivers to go for advice, quickly evolved into a destination for people who wanted to share their long term care giving experiences. The Genworth 'Caregivers' page currently has more than 7,500 fans who have shared more than 2,000 stories. The just-launched Genworth "Celebrates Parents" page already has more than 12,000 fans who have shared more than 800 stories.
In addition to providing important destinations for people to share their stories, the Facebook pages also help to raise Genworth's brand awareness. "We want to increase awareness and consideration among the people who sell Genworth products," says Janice Luvera, Genworth Brand Marketing vice president. "Our recent brand tracking study indicates Genworth is trending positive in key areas. The overall impression someone who sells financial service products has about a company and how satisfied he or she is overall are strong indicators of whether they are likely to continue selling or adding additional products. Genworth had strong increases in these measures. Some of this can be attributed to advertising and as well as the work accomplished in the areas of service, relationship management, business marketing campaigns, and other ongoing communications efforts."
About Genworth Financial
Genworth Financial, Inc. (NYSE: GNW) is a leading Fortune 500 global financial security company. Genworth has more than $100 billion in assets and employs approximately 6,000 people with a presence in more than 25 countries. Its products and services help meet the investment, protection, retirement and lifestyle needs of more than 15 million customers. Genworth operates through three segments: Retirement & Protection, US Mortgage Insurance and International. Its products and services are offered through financial intermediaries, advisors, independent distributors and sales specialists. Genworth Financial, which traces its roots back to 1871, became a public company in 2004 and is headquartered in Richmond, Virginia. For more information, visit Genworth.com. From time to time Genworth releases important information via postings on its corporate website. Accordingly, investors and other interested parties are encouraged to enroll to receive automatic email alerts and Really Simple Syndication (RSS) feeds regarding new postings. Enrollment information is found under the "Investors" section of Genworth.com.
SOURCE Genworth Financial, Inc.