When a Central Valley credit union headquartered in Bakersfield, California made plans to enter a new market an hour to the north, it didn’t rely on its own regional reputation to warm its welcome. Instead, Valley Strong leaned into getting to know its new neighbors in Tulare a little better and showed its interest in them through an insightful, audience-led digital marketing campaign made just for the market.
To drive new member awareness and acquisition, Valley Strong Credit Union developed audience-oriented microtargeted digital ads focused on reaching Hispanic Millennial Moms and Up-and-Coming Professionals with a competitive product offering – a $250 checking account promotion. Part of a greater market penetration strategy, the digital ad campaign is built on audience insights specific to Tulare County, which has different demographics from their legacy Bakersfield market.
Showing up in an authentic way to demonstrate you want to be part of the local community and knowing your neighbors feels both personal and personable, and it’s rooted in promise Valley Strong Credit Union can pay off with their in-person experience at the branch. By driving interest and traffic to its new Tulare location, Valley Strong knew once new neighbors experienced the credit union’s highly personalized service, they are likely to establish and grow their relationship from there.
This audience-first strategy is building buzz about the brand, delivering more than 93% more new site users and 36% higher clickthroughs than industry average. With 400+ new account-openings in three months, the credit union realized results with 32% lower requisite spend for member conversion. Originally planned for a one-month run, the campaign was so successful it was extended for an additional two and a half months and has positioned the credit union well for its additional digital marketing activities to come.
To learn about how your credit union can make a meaningful market entrance and position your brand for success, email firstname.lastname@example.org.