Addition Financial
Challenge
As one of the largest credit unions in Central Florida with $1.8 billion in assets and approximately 160,000 members, Addition Financial turned to GreenHouse as a strategic marketing partner in 2017. The credit union is known in the community for truly serving the needs of its members in branches, but needed some help bringing this member-first mentality online. GreenHouse did just that by creating a cohesive experience across the entire digital member journey. Creating a consistent, omni-channel member experience It’s no longer enough to simply shift advertising dollars from traditional to digital channels. Today’s credit unions must build a consistent and valuable member experience across all brand touchpoints. Addition Financial turned to GreenHouse as a strategic marketing partner in the beginning stages of their rebrand in 2018. Over the course of a few months, we helped them design a cohesive member experience across their website, online banking, mobile app, and email.
Solution
Website Redesign We had five core website redesign objectives based on a mixture of Addition Financial’s brand goals and member insights: simplify the navigation, create spaces for personalized product offers, highlight competitive rates above-the-fold, connect with core member lifecycle segments, and bring educational content to the homepage and across product pages. Mobile-Responsive Designing a website for mobile shouldn’t be an afterthought – in fact, 85% of adults think that a company’s website when viewed on a mobile device should be as good or better than its desktop website. This is no surprise given mobile traffic as a share of total global online traffic in 2017 was 52.64%. Luckily Addition Financial understood the importance of designing a mobile-responsive website and the GreenHouse team delivered. Online Banking When a current member visits a financial institution’s website, their main goal is to log into online banking to manage their finances. The transition from public facing website to online bank account should be seamless and focused on enhancing the member’s experience. Plus, with the rise of the “omni-digital” banking customer, the design and functionality of online banking has never been more critical. Working within Fiserv’s technology solution, the GreenHouse team designed a completely custom online banking experience and assisted the Addition Financial IT team in implementation. Educating members with original, engaging content With their roots in education, Addition Financial knew the value in creating educational content that empowers members and the community to achieve their financial goals. Yet, they had limited digital resources available to the public. Inbound Marketing Playbook Based on member interviews, on-site workshops, and data analytics, GreenHouse created inbound marketing playbooks every 90 days that focused on different member personas. The original, keyword-optimized content we created spoke to the members’ goals and challenges so that it connected and converted. Keyword-Optimized Educational Financial Blogs Marketing Qualified Content Offer Landing Pages Lead Nurturing Emails Once a lead raises their hand by filling out a form, we use marketing automation to follow-up with them on a one-to-one basis. This allows Addition Financial to offer personalized and relevant offers to marketing qualified leads at scale. It also streamlines the hand-off from the marketing department to the sales team as lead scoring only sends the most engaged leads for follow-up. Increasing member wallet share and driving core deposits Using disconnected marketing tools, Addition Financial was unable to track campaigns back to member and loan growth. They had never invested in digital advertising at scale, so this gave us room to test different marketing channels and optimize for cost per acquisition. We utilized email marketing, custom Facebook audiences, and search intent Google Ads to promote high-value loan products. Campaign Personalization Our team also set up and managed the marketing and sales automation platform for Addition Financial by first bringing their entire member database into the CRM. Then, utilizing the robust engagement and member data, began personalizing the website to cross-sell members and put relevant offers in front of new visitors browsing the site. Enabling member service representatives to close and delight As the roles of sales and marketing continue to blur, it becomes critical to align departmental efforts towards a singular goal: customer-first digital growth. With the introduction of inbound sales strategy and software, the Addition Financial sales department participated in multiple on-site training sessions hosted by our team. GreenHouse also assisted in setting up and maintaining the product sales pipelines to track leads through the buyer’s journey and report on outcomes. Using the sales automation tools inside HubSpot, our team gave Addition Financial a streamlined way to follow-up with and close sales qualified leads interested in high-value loan products.
Results
Attracted Visitors Thirty days after the website redesign and 18 months of inbound marketing, Addition Financial saw an 83% increase in new organic visitor sessions. Convert Leads Converted Leads Thirty days after implementing the newly designed HubSpot templates, Addition Financial saw a 21% increase in landing page submission rate. Close New Members Thirty days after launching the website personalization and custom audience digital ads, Addition Financial saw a 47% increase in new qualified sales leads.
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