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Wells Fargo Bank The Goal: Wells Fargo Bank had a need to reach out to the 18-34 Latino and African American demos in regard to financial literacy, and college preparation. Our Approach: It is very difficult for banks to simply show up on campuses for one to one interaction. We partnered up with UNITE-LA, a leading education non-profit, and leading financial aid experts from USC and CalTech to create a series of financial literacy workshops. We also created a benefit CD presented by Wells Fargo and prominently displayed and sold at Best Buy. The Results: The workshops have reached more than 3,000 students and families one-on-one, and the more than 5,000 cds went out at Best Buy. A radio and internet campaign gave Wells Fargo the opportunity to brand themselves to the market with artists on the CD such as Joss Stone, Janet Jackson, Boyz to Men, Freddie Jackson and many more.
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