Not Just Another Number
How MDG helped a major credit union nearly double its membership and assets with creative and customer-focused marketing.
When MDG Advertising became the agency of record for IBM Southeast Employees’ Federal Credit Union in 2002, the firm was looking to differentiate itself in the marketplace, better engage members, and attract consumers.
We created an integrated marketing approach that was unique in this typically numbers-driven sector. Rather than simply showing the nuts and bolts of financial products/services, we developed fun, compelling pieces that highlighted the benefits of membership and connected with audiences on an emotional level.
This approach of engaging existing and potential members with creative content yielded impressive results. Since starting to work with MDG, the credit union went from five branches, 40,000 members, a handful of Select Employee Group (SEG) companies, and $415 million in assets, to 16 branches, over 75,000 members, 1,200 SEGs, and more than $800 million in assets.
We wrote and produced custom songs to communicate the benefits of the credit union’s offerings. Each piece was of a different music genre and sang the praises of a featured financial product/service.
We developed animated emails using themes from recognizable video games and board games to portray financial products/services. The emails were sent to credit union members who had previously shopped for these offerings. Interested members clicked through to a game-themed landing page that promoted the relevant product/service.
We designed cinema-style posters with creative themes based on financial products and services. Individual poster images were sent to individuals based on what they’d shopped for in the past. Each landing page featured a “movie trailer” video promoting the product or service as if it were a feature film.
The campaigns that MDG developed earned accolades for creative marketing and, more importantly, enabled IBM to surpass its sales goals. This measurable success was born out of research, inventive thinking, and a deep understanding of the wants and needs of the modern financial consumer.
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MDG helped IBM Southeast Employees’ Federal Credit Union nearly double its membership and assets. Learn more about the art of partnership and how our collaborative approach can help your business.