Case Study: Oklahoma CU League
Credit Unions Care Campaign
Background:
The Oklahoma Credit Union League wanted to proactively grow the financial services market share of Oklahoma credit unions by explaining the benefits of credit unions as a whole, through a statewide educational campaign.
Campaign Goals:
- Create a concise creative message and delivery.
- Subtly position credit unions vs. banks, positioning credit unions as friendly financial advisers navigating the sometimes scary and confusing financial services world.
- Direct the public to a web site where they can learn more about credit unions and locate one in their community.
Website
Campaign Theme and Execution:
Third Degree developed "Credit Unions Care" as the central campaign theme. The web site, www.CreditUnionsCare.com featured financial education information including lending calculators, tips on using credit wisely, advice on purchasing a car and more.
TV spots, print ads, billboards and statement stuffers were developed to target young adults with the messages of "Who Cares About Your Happy Ever After?" and "Who Cares About Your Financial Firsts?" These questions were answered with "CreditUnionsCare.com"
Pre-Campaign Awareness/Perception Study:
Prior to launch, Third Degree conducted a statewide awareness study to measure the overall awareness and perceptions of credit unions in the state. This would serve as a benchmark not only for this year's advertising and marketing efforts, but for years to come as OKCUL desired to execute a multi-year awareness campaign.
Outdoor
Target audience and Strategy:
Considering OKCUL's budget and interest in running media statewide, Third Degree recommended focusing on a target audience-young adults, thus narrowing the audience for greater impact. Because most Oklahoma credit unions are experiencing aging membership, credit unions want to be the financial provider for young adults looking to buy their first car or first home.
Television
Results:
The research findings show a 12% positive increase in attitudes concerning the heart of the credit union promise: Credit Unions Care. We also found that among those who could recall the campaign, favorability concerning credit unions was 25% higher and they were four times more likely to agree that credit unions care more about people than other financial service providers.
