Society of Grownups

About This Project



In the spring of 2014, LaunchSquad was approached by Society of Grownups to design and execute a plan to launch an entirely new concept to the Boston area—and the world of financial services in general.

Envisioned as a sort of Masters program for adulthood, the Society of Grownups is a learning initiative created by MassMutual and IDEO to connect with the next generation of adults. It’s a place to learn how to deal with grownup responsibility without losing one’s sense of adventure along the way; a place to help people who are ready for the first time to confront the taboo subject of money and the role it plays in their lives now in order to make possible their dreams for the future.


LaunchSquad quickly and enthusiastically built a communications plan to help the Society create valuable relationships with neighborhood influencers, establish a social footprint and gradually unveil their concept to media and bloggers in advance of their opening.

Over the months that followed, we became an extension of the Society of Grownups team, developing messaging that would resonate with their target audience; creating social content across Facebook, Twitter and Instagram; orchestrating local activations and Twitter promotions that would leave a positive impression; recruiting a celebrity who embodied the brand; helping to plan a neighborhood launch party; and promoting intimate supper clubs through connected voices in Boston.

Leading up to the official launch in early October, the team secured a cadence of positive press and increased the drumbeat of social chatter in order to explain the Society’s concept and drive anticipation for the official opening. Our strategy to partner with Boston native Mike Birbiglia was a perfect fit for the launch party, since in addition to being a highly successful grownup (he works as an NPR contributor, comedian, writer, director, and cast member of Orange is the New Black), he’s also able to laugh at himself while navigating adulthood on his own terms.

Following a groundswell of local press, social buzz and a 200+ person launch party, LaunchSquad is now focused on helping Society of Grownups take its story national.