Digital & analytics Archives

Harvard FCU’s primary goal was to raise awareness and, ultimately, attract new members. We started by researching the addressable market within two miles of one of the branches, drilling down into the population based on several factors, from occupation to housing status. We also looked at where we could leverage brand affinity to introduce Harvard FCU to prospective members who may not have known about the credit union’s transformation.

After determining our target audiences, we identified cost-effective strategies to reach them while engaged in their daily activities, and implemented a comprehensive, full-funnel approach. This included print and digital out-of-home advertising, paid social media campaigns, hyper-targeted geo-framed programmatic advertising, and a small test on LinkedIn. And we used paid search and site retargeting to connect with prospective members when they were ready to engage.

In the months following the launch, Harvard FCU experienced a 39% increase in average monthly visits to its website and a 34% increase in engagement with application and membership features on the site. To find out which combination of media channels was most effective, we conducted a media mix analysis, providing insights that will help inform the credit union’s future campaigns.

39%

INCREASE IN AVG. MONTHLY WEBSITE VISITS

34%

INCREASE IN APPLICATION ENGAGEMENT

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We began where we always do—strategy—landing on the message, “Make poop count for others and for yourself.” We then translated this into our campaign theme, “Poop with Purpose,” creating a logo, look and feel, and microsite. A fun, eye-catching illustration style was the perfect pairing for a delicate subject matter like, well, poop.

We activated the campaign through print, digital, and out-of-home advertising, not only making people think twice before flushing, but also driving more qualified candidates than previous marketing efforts. That’s what we call dooing good. (Sorry, we had to go there.)