FLORIDA CREDIT UNION
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With an objective to capture more of the South Florida market by introducing the area’s Hispanic population to the Space Coast Credit Union brand in Spanish, our work aimed to expand reach and generate leads through direct marketing, call centers and in-branch collateral. At the same time, our campaigns increased visibility and understanding of the credit union’s “Members’ Watchdog” philosophy—a commitment to sound financial stewardship. Finally, we worked to improve the credit union’s mortgage and auto loan goals, which were trending at 20% below target, with an overall marketing strategy designed for long-term use through industry insights and critical analysis.
We examined SCCU’s previous year’s media activity and client performance metrics through advanced regression analysis to identify causal relationships between advertising and results. We then established an effective media mix for our strategic media plan to reach client objectives and goals through print, radio, television, cinema, online and out-of-home.
Leveraging the power of personal connections in advertising campaigns, we created a member testimonial campaign for use within direct response messaging efforts. We also crafted in- and out-of-branch campaigns to support auto, mortgage and free checking product sales goals while leveraging public relations efforts for special promotions and events.
increase in sales, exceeding all year-end client goals
in savings for media spend
increase in brand awareness in new markets
increase in conversion rate for new auto digital creative
of CPA was lower than industry averages
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