For many financial brands, the early days of the crisis meant they either silenced their advertising efforts or continued on business-as-usual. For Town & Country Federal Credit Union in Portland, Maine, a quick, effective pivot in their digital marketing strategy reaped immediate rewards and has translated into some significant longer-term results and relationships.
Within days of the COVID crisis, TCFCU deployed a paid search campaign for a crisis loan product they made available, meeting a true need for their members and their local community. That campaign realized an eye-popping 1,009% increase in reach compared to their standard ad campaigns, along with a 429% increase in conversions with people applying on the website.
While the digital campaign strategy was focused on support for their members and community—rather than acquisition of new members—the results have nevertheless given the brand a sustained reach into new audiences. Months later, online searches for the brand are up 70%, an increase of 400% in clicks from their mobile app, and a 35% increase in overall new visitors to the site for this year.
As part of a larger marketing strategy focusing on ways the credit union can help support their community throughout the crisis, the brand has turned its digital marketing efforts into a powerful engine for engagement and brand growth with effects expected to extend well into the post-COVID era.