Helping an established credit union break new ground.
As the largest credit union in Southern Arizona, it would have been easy for Vantage West to be complacent. They experienced solid growth through smart financial stewardship and highly competitive product offerings. But their stodgy brand, coupled with a fragmented customer experience, worked against their prospects for long-term success.
They understood that building more engaged lifetime members required a shift in culture and the establishment of a bold, purpose-driven brand from the top down. So in 2017, they engaged in a true agency-of-record relationship with BRINK, who managed a multi-million dollar marketing program and crafted a strategy that the entire organization could rally behind on the path to attracting and retaining more engaged, lifelong members.
After kicking off with an intensive 4-week research, prototyping and testing sprint, we developed a brand strategy that would serve as both a strategic and creative foundation to everything we do.
The brand strategy informed a new modern design style that included a redesign of all member materials, a complete revamp of the website, and the build out of a large custom photography library.
The brand strategy also shaped a new direction for our marketing efforts, inspiring us to employ heavy content marketing, social engagement and experiential tactics, a dramatic shift from the predominantly traditional advertising mix the organization relied on prior to our involvement.
In just a year we launched multiple regular content series including on-location video spotlights of local businesses, an interview-style show and a Member Magazine in both print and digital formats.
We’ve also launched multiple bold multichannel campaigns such as the groundbreaking Where Does Your Money Go?, featuring a beat poetry piece by a well-known local hip hop artist.
And a mass market campaign that challenges the customers of big banks to reconsider their banking behaviors and acknowledge how their decisions have a negative impact their own communities.
Our campaigns are frequently supported using a targeted advertising mix through social and native platforms including sophisticated audience retargeting, education pieces and product offerings.
And further supported with print, radio and out-of-home advertising to aid in brand recall and position Vantage West as a market leader.
After just 18 months, website traffic grew nearly 40% with the same year-over-year budget.
The quality of website traffic also improved dramatically, as the number of users spending :90 or more on the site is up 300%.
Our social content has become ubiquitous within the market, reaching 50,000 users per week on average.
And most importantly, membership increased 11% and total financial assets for the organization grew from $1.6B to $2B, driven in part by significant increases in member profitability and loyalty.
Let’s see if we are the right fit.