Clearview Federal Credit Union
Challenge
A New Product For a New Direction in Banking. When Clearview was planning to launch its first new checking account in over a decade, they turned to Elisco for help.
Solution
To introduce the new product, Elisco worked with Clearview’s leadership team and developed the marketing communications strategy, created the checking account name, campaign tagline, in-branch signage, brochures, and produced TV, radio, social-media videos, and digital content. At the core of the campaign was market segmentation— matching people (demo/psychographics) with the product benefits that best suited their lifestyle and banking needs. The campaign featured credit union members, highlighted what made each person unique, and then showed how the new account benefits matched their individual needs. For Millennial’s, there was cell phone protection, for Baby boomers, a health savings discount, and Generation X, travel and leisure discounts. Other key demographics were also targeted. The campaign was divided into two phases. The first phase targeted existing members through a series of direct mail, in-branch signage, branch brochures, and digital content. Once the members were aware of the new account and educated about its new benefits, a mass media campaign, including TV, radio, and print was used to a ract new members. For desktop and mobile banking, new digital creative was developed and included new website design elements and copy, and video testimonials.
Results
Absolute satisfaction. Just like that. When you combine a good product with a targeted ad campaign, you get good results. So, it was no surprise when Clearview met their membership retention goals and added new members.
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