This Credit Union partnered with Cox Media Group to generate awareness and grow memberships. The target audience was exposed through different touch points including pre-roll, mobile and social advertising. Paid search and re-targeting ads helped finalize the decision for consumers to bank with this credit union. For the past two years, auto loans were the main focus of their messaging with phone calls being their main KPI. In 2018, their main focus switched to home mortgage and equity loan applications. A majority of these applications were filled out online in a secure portal, not completed over the phone. Due to privacy restrictions, tracking those applications was not an option, but with premium tagging we were able to report on “Apply Now” button clicks. This provided the client more meaningful metrics beyond traffic to the website.
This credit union serves over 50,000 members and over 1,000 SEGs with 12 branches. Services include personal banking (savings/checking accounts), auto loans, home loans, credit cards, investments, and more. They strive to be the credit union consumers can bank on to make their finances easy to manage.
‘Apply now’ button clicks on the home equity/mortgage application
Increase in home equity loans page views YOY
Increase in mortgage loans page views YOY