We Believe in Free

Financial / Insurance / Real Estate

CPM Federal Credit Union is a small financial institution that has its sights set on expanding by increasing membership.

Results

The two branches had more than 850 visitors (and counting), 121 new accounts totaling nearly $82,000 and 52 new loans totaling more than $700,000.

Objective

Greatly increase mind share, website traffic and telephone inquiries by potential members and in-person visits to both branches.

Strategy

Take a lighthearted approach to tackling a serious topic. Let people know what they are missing out on due to their banks’ high fees and interest rates - like concert tickets, beer and pizza.

Tactics

With a limited budget and a smart mix of digital and traditional advertising, we concentrated messaging on potential customers who may not be familiar with the benefits and savings a credit union offers.

So Money

Print ads and posters feature cleverly designed images using visual elements from money—an untraditional approach for the financial sector that helps CPM stand out.

Outdoor fun

Simple, eye-catching outdoor helps reinforce our message and encourages people to visit branches for some free goodies, like craft beer.

Sign Us Up

‘Yard signs’ and posters at branch locations featured tempting reasons for people to stop by—including a window poster at the Park Circle branch adjacent to the area’s annual St. Patrick’s Day celebration.