Blue Trust, a national leader in faith-based financial planning, approached Guardian to develop and execute a comprehensive promotional campaign for Women of Worth, the inaugural book by financial adviser Bethany Frymire. The dual goals were clear: position Women of Worth as a trusted resource for women of faith navigating financial stewardship and reinforce Blue Trust's standing as a leader in faith-based financial planning. The campaign needed to reach new audiences authentically during the critical launch window, all while supporting a first-time author who was building her public platform in real time.
Guardian developed an integrated campaign strategy spanning four key pillars: media relations, influencer partnerships, social media and content development.
Media Relations
Guardian created comprehensive media materials, including news releases, author bio, customized media lists, tailored pitches, talking points and interview preparation guides. Guardian pursued opportunities across podcasts, news, radio and broadcast outlets aligned with the book's core audience. Guardian custom-pitched targeted media contacts across faith-based and financial outlets.
Influencer Marketing
For influencer partnerships, Guardian identified and vetted a curated list of faith-forward female creators and conducted targeted outreach to those who aligned with Blue Trust's brand and demographic criteria. After a 50 percent positive response rate, Guardian and Blue Trust selected five creator partners to maximize impact within budget.
Social Media
Guardian also provided comprehensive social media support for Bethany's professional Instagram, Facebook and LinkedIn channels, crafting 20 posts spanning strategic content pillars including faith and finance, behind-the-scenes moments and practical financial advice. To capture engaging video content, Guardian facilitated recording sessions with Bethany, producing dynamic assets designed to bring her voice and warmth directly to her audience.
Digital + Executive Management
To strengthen the campaign's digital foundation, Guardian collaborated with Blue Trust on a dedicated landing page and supported the creation of five blog articles for the Blue Trust website. Guardian also crafted six social media posts for Blue Trust's corporate channels surrounding the book launch.
Beyond content creation, Guardian provided ongoing author support, including evaluating inbound opportunities, preparing Bethany with talking points and strategic guidance, offering responsive support on technical social media questions and conducting proactive outreach to her professional network. Guardian also provided event support across three conferences, extending Women of Worth's visibility at each touchpoint.
The campaign exceeded set goals across every major metric.
Guardian coordinated eight earned media interviews, generating a potential combined audience of 137,400 across media stories and up to 13.5 million from additional radio interviews. Notable placements included In the Market with Janet Parshall, a nationally syndicated program carried on more than 700 radio stations, KLTT-AM and Family Life Radio.
The influencer campaign generated 111,393 total views, and the five creator partnerships achieved a 2.8 percent average engagement rate, higher than industry standards. Of the 763 total link clicks driven by influencer content, 103 users clicked through to Amazon, demonstrating strong purchase intent and an above-industry-standard 13.5 percent conversion rate from the landing page to the point of sale.
Guardian's multitiered creator approach, pairing larger-reach partners with highly engaged micro-influencers, ensured the campaign connected with faith-based women across a broad spectrum of digital communities.
In total, the campaign generated more than 13.7 million potential impressions across media stories and influencer content, established Bethany's professional digital presence and reinforced Blue Trust's position as a leader in faith-based financial planning. The results confirmed that faith-based audiences are highly responsive to authentic, purpose-driven content and that a coordinated, strategic multichannel approach can deliver measurable results for a first-time author.