Tinker Federal Credit Union
Buck the Norm Campaign
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| So What is The Norm? |
The norm is debt, overspending and a lack of financial education that is facing eighteen to thirty-year olds. Tinker Federal Credit Union wanted to position themselves to this Gen Y audience as an alternative to the "norm" and a source for money matters, and financial empowerment.
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| We say "Buck the Norm!" |
Buck The Norm is a rallying cry to get over what everyone else is doing and get smart about your money. Mixed media like mall banners, outdoor, targeted print, television and online advertising were used to drive traffic to the site.
Television spots which promoted an online video scholarship contest ran on cable stations like MTV, targeted to this demographic.
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| "Save a Buck" Card & Direct Mail |
Collaterals were created for internal and external uses. Mailers to existing members promoted the video contest. These "save a buck" cards were distributed at local coffee shops and other select locations.
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| Web site |
The biggest component of the initiative is the web site itself and it's social media connectivity. It is a resource for peer-to-peer advice in weekly columns, contests, downloads and interactive elements like an financial personality quiz all round out a wealth of content about real life money issues.
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| Taking it to the streets |
The Buck The Norm initiative includes an ongoing plan to have a presence at Gen Y attended events like the Ghoul Gone Wild metro parade with 34,000 attendees and the Norman Music Fest with 25,000 attendees.
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| Buck It |
Often at these events TFCU passes out finger monsters or other items branded with the buck the norm url, out of their distinctive "buck its." The program would not be a success if the credit union staff and leadership did not embrace and continue to get it out there in online as face-to-face interactions.
