VISION CREDIT
VISION CREDIT UNION / PROFIT SHARES
UNION / PROFIT
SHARES
OUR WORK
DESCRIPTION
CHALLENGE:
Vision Credit Union serves 16 communities in central and northern Alberta. It’s the third largest credit union in the province and reported more than $1 billion in assets and income in 2017. Despite this success, Vision faces the same awareness challenge facing other Alberta credit unions — 43 percent of Albertans don’t even know what a credit union is. It’s hard to draw new customers when people don’t understand what you do or why it should matter to them.
SOLUTION:
We developed a marketing message that was hard to ignore: free money. Vision Credit Union offers one of the highest profit shares payout rates in the province and members receive hefty dividend cheques each year. We created a campaign around the question “What’s your share?” to send a clear and cogent message: Vision Credit Union can put extra money in your wallet. All collateral in the campaign was designed to drive traffic to the whatsyourshare.ca microsite with a profit calculator that reveals the financial benefit of a Vision Credit Union membership.
As a regional credit union, Vision doesn’t have the marketing budget to compete with the advertising volume of the big banks, so we told a story the banks couldn’t. All campaign content was hyper local. Marketing was based on the stories of local Vision members, and all communications, from blogs to contests to event sponsorship, focused on local people and organizations.
RESULTS: Between Sept. 2018 and March 2019, the campaign returned a 48 percent increase in web traffic and $19.8 million in revenue. In just over a year, we grew the Facebook following from zero to 1000 highly engaged members.
01 / CAMPAIGN MESSAGING
01 / MICROSITE
02 / OUT-OF-HOME ADVERTISING
02 / IN-BRANCH SIGNAGE
03 / DIRECT MAIL – PHASE I
03 / DIRECT MAIL – PHASE II
04 / NEWSPAPER
04 / IN-MARKET RADIO
04 / IN-MARKET VIDEO
05 / DIGITAL MARKETING
OTHER PROJECTS
TOGETHER, LET’S TELL YOUR STORY. CONTACT US.