OPPORTUNITY

In a crowded space with a limited budget, it can be a challenge to find the right audience and determine how to target them most efficiently. With Service Credit Union, we made it our goal to identify who presented the biggest opportunity for engaging. We, not only, wanted to analyze and nuance our findings through our research, but also size up the opportunity ahead of us.

PROCESS

We developed five key messaging themes that stood at the crux of the question “why do people choose credit unions?” From there, we conducted a 1,500+ person regional survey, crafted to determine which of our messages resonated most. We ensured that our respondent pool was representative of our Credit Union consumer base and leveraged the survey results (marrying both demographic and psychographic information) to extrapolate a compelling audience profile that we would then target to with our message and media mix.

SOLUTION

Based on the research results, we were able to determine that the notion of membership – by way of ownership over your finances and a stake in your financial institution, control over your wellbeing, and flexibility to fit your individual needs – rose to the top. And thus, we developed the “Be an Owner” campaign that encourages audiences to take control of their finances, by not falling into the default financial option. What we knew of our audiences allowed us to develop a creative strategy that yielded an all-encompassing broadcast, digital and social media execution that could run on the platforms and channels we knew our audiences consumed.