Work

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

The Challenge

The Challenge

A top financial services provider in North-Central Florida, Florida Credit Union (FCU) handles over $1 billion in assets annually. Looking to outsource their advertising efforts, FCU invited select Florida agencies to vie for their business. After an extensive selection process, Florida Credit Union chose Bigeye as their financial services marketing agency to handle all their communications needs.

Florida Credit Union

Our Strategy

financial-services-orlando-addy-award

Our Strategy

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.

Services Used

Creative & Production

Creative & Production

Campaign Creation & Development
Copywriting
Content Marketing
Video & Photography

Branding

Branding

Strategy & Positioning
Messaging
Implementation

Media & Analytics

Media & Analytics

Media Planning & Buying
Digital Targeting Services
Programmatic Buying
Paid Search & Social
Media Analysis & Measurement
Performance Reporting
Real-Time Monitoring & Tracking
Conversion Optimization
Search Engine Optimization (SEO)

Campaign Core

Customers want clarity.

Reaching Our Audiences

To address complementary strategies of new member sign-ups and existing account retention, we applied audience segmention modeling. This enabled us to identify and target current members as well as two generational cohorts that our research indicated would be most open to switching from a traditional retail bank to a credit union. In addition, we were able to identify which factors were most important to these audiences, such as easy and convenient banking experiences, advice tailored to their individual circumstances, availability of online services, and preferences for in-branch, human assistance.

Generation X

Generation X

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.

Millennials

Millennials

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.

Current Members

Current Members

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.

Build Out

How we did it.

Build Out

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.

Branding:

Our playful messaging brought new energy and excitement to this credit union. We created bright, rounded iconography along with soft typography to make the concept of banking inviting. To this end, we created new print collateral as well as video placements featuring Danny Wuerffel, a Florida native who won the Heisman Award, that highlighted and built on the new core message: “Member owned. Community proud.” By weaving positive energy throughout the brand, our team was able to position Florida Credit Union as an approachable financial partner rather than an imposing financial institution.

Discover Get-Real Banking Campaign:

To get people interested in banking on a more personal level, we developed an interesting and engaging campaign. In what has historically been a sophisticated (some might even say “stuffy”) industry, our financial services marketing agency team crafted a positive, approachable personality. Then we composed messages that played off that personality and resonated with our audiences, motivating them to join Florida Credit Union. Ultimately, the new branding and campaign made consumers feel connected and eager to learn more.

Unmyth’d Campaign:

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.

Digital:

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.

Results

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.

More Work

Check out some of the other projects we’ve worked on here at Bigeye.