Making Sense of Millennials with Centra Credit Union
Challenge
Centra Credit Union is a heavyweight in the Midwest’s financial circuit, but in an industry where half the people court two or more financial institutions, brand loyalty is hard to maintain. Couple that with the fact that the average credit union member is 47 years old. How could Centra attract that cool 25 to 40-year-old?
Solution
By helping members take control of their money, they felt empowered to make better financial decisions. Video, outdoor, social, even in-branch POS reminded younger prospects and members that while "Adulting is hard, Centra makes it easier." This kind of “noise” drove a flurry of inquiries and a whopping 20% increase in millennial membership. Segmentation drove message clarity and efficiency.
Results
The work contributed to thousands of inquiries and a 20% increase in millennial members.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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