Florida Credit Union
How We Marketed $1 Billion in Assets
Humanizing the misunderstood credit union persona with a playful campaign, while at the same time streamlining corporate brand standards and media strategy.
Florida Credit Union
Over the last few years, several high-profile incidents caused bank customers to wonder how safe their money and personal information were. Nationally, it’s estimated that each year, up to 44 million traditional bank customers consider switching to another financial institution: this presents a significant opportunity for credit unions.
However, primary research that we conducted early in the brand development process revealed that many prospective members within FCU’s geographic footprint of North-Central Florida were unaware of the differences between banks and credit unions.
Led by these insights, the Bigeye team developed creative campaigns for the credit union’s financial services advertising initiatives with messaging that sought to educate while providing clarity about the organization’s function and services.
Strategy & Positioning
Our research showed that Gen X’ers are largely privacy-conscious individuals. They worry about how their information is being used by companies online and prefer to be anonymous while browsing the web, so we crafted messages that spoke about reliability, credibility, and transparency. The credit union model centers on giving the power and profits back to the members as lowered rates and great promotions. Our refreshed branding brought attention to these great returns and family mindset to drive Gen X interest.
To engage Millennials, we created collateral that established an atmosphere of teamwork and trust. Ninety percent of Millennials believe it is important to learn new skills and 83% are always looking to achieve more in their life. Bottom line: emphasizing how FCU can help facilitate growth in their life was a must. Our team highlighted the member-owned model at FCU to create strong consumer relationships. Team values and a grassroots atmosphere were an especially powerful approach for this demographic.
Lastly, our team developed tactics for getting current members more involved. With dynamic visuals and high-energy messaging, we helped FCU revitalize its current customer base. With 58% of Current Members believing their personal finances will improve over the next six months, it was important to highlight how FCU can grow with them. Our team reminded FCU members why they chose the credit union and what makes a credit union experience so different.
How we did it.
Florida Credit Union has branches throughout the North and Central Florida regions. As the credit union has grown through its 60+ years, so has its brand. As their new corporate branding agency, we refined FCU’s brand and overall tone in order to attract and entice a wider audience. People have many misconceptions of what a credit union is and how to join one, so our bank marketing strategies started there—dispelling credit union myths. We did this with two central themes: Unmyth’d and Discover Get-Real Banking. Both address the many misconceptions about credit unions and help consumers separate fact from fiction.
Confident that a playful, lighthearted campaign would grab the attention of a young adult audience, our team came up with the idea of Unmyth’d. Centered on the characteristic of transparency, this campaign further promoted and emphasized the new, more approachable FCU persona. Leveraging the fun of mythical creatures to explain real-world financial concepts, this initiative was definitely a unique approach to credit union marketing.
As a financial services marketing agency, we produced digital campaigns that centered on personalization as well as the facts about credit unions. Our team generated awareness and enhanced credibility for FCU while providing real answers and offers directly to the consumer. To maximize the impact of our messaging and gather real-time data for future optimizations, we used a combination of behavioral targeting, geofencing, and look-a-like models.
As an experienced financial services marketing agency, we developed campaigns that delivered a tremendous increase in membership interest and new member sign-ups. Revitalized branding welcomed target audiences and evoked a sense of community to drive loyalty. Plus, to ensure the branding stays consistent, we provided comprehensive corporate guidelines that have stabilized FCU’s visual identity and increased consumer trust.