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.
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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.