Take On Big Banks. Get Lots of New Members.
Seemed like everyone had the same question, “What’s a Credit Union?” Of course, if you don’t know what it is, you won’t join it.
GOING OVER AND ABOVE THE BIG BANKS
To answer the question, we compared ourselves to the big banks. Overabove’s research confirmed that big banks are seen as heartless institutions. And while credit unions, by law, cannot call themselves a bank, they can use bank as a verb. Our “Members Bank Better” campaign took advantage of this and made it clear that Charter Oak did what a bank did, only a whole lot better. This breakthrough campaign rose above the increasing noise of new and traditional media and turned former bank customers into Charter Oak members.
RESULTS ABOVE EXPECTATIONS
32% increase in new members year-over-year
30% increase in new member households year-over-year
58% increase in new members comparing July 2014 to July 2015
57% increase in new member households comparing July 2014 to July 2015