DIGITAL MARKETING

STRATEGIC GOAL / COMPETITIVE FACTORS: 

The goal was to attract new card holders but also encourage current card holders to spend more using their First Financial credit card during the holidays. The target audience was all adults aged 24-45 and located in the state of New Mexico. Non-card holders and current card holders. 

STRATEGY:

To reach both audiences the focus of the campaign was about the credit card rewards. To attract a large/specific audience outside of the Credit Union a digital marketing strategy was used. 

The digital ads were designed as animated GIFs to grab the viewer's attention. Video ads were featured on FFCU's local branch TVs, social media and distributed through AdWallet (a video advertiser that sends our video to our desired demographic).  Animation was used in all ads to attract the digital user's attention. The digital ads opened up to a landing page with more details and a direct link to apply for a credit card.  An email campaign was run to extend the invitation to current FFCU card holders. 

RESULTS:

The base figure of the number of accounts generated during the same time period the previous year was only 166 card holders. The percentage over base figure was 38.55% = 230 new credit card accounts and raised the Credit Union's current credit card portfolio by 99.19%.

Won the 2019 MAC Gold Award: Digital Marketing