Desert Financial is a not-for-profit cooperative and Arizona’s largest credit union with over $8.2 billion in assets, more than 400,000 members, and 46 branch locations across the state. The credit union prides itself on providing stellar service and innovative products to its members and taking an active role in community outreach and education efforts in Arizona and beyond. In 2023 alone, Desert Financial members received $16 in dividends via their Member Giveback Bonus.
For this longtime client, ANDERSON strategized and developed an annual media buying plan each year. In 2022, the plan included a mix of traditional and digital tactics to appeal to both current and future Desert Financial customers. There were four main objectives:
Build awareness of Desert Financial among consumers.
Reach the target audience through innovative media channels while increasing overall awareness.
Engage the target audience at the right time and place to increase new members and loan applicants for Desert Financial.
Support the membership and product lines through advertising efforts and convert those who bank elsewhere.
What We Did
With the fragmentation of devices continuing to evolve, capturing consumer attention is challenging. Our strategy utilized precision targeting amongst a diversified media mix to reach and engage our target audiences with relevant content across the digital and traditional landscape. Activating data points based on the habits of people in need of banking services allowed us to effectively target them when they were most likely to convert. Extensive personas were developed for the various target segments which allowed the agency to take behavioral considerations into account. Armed with these insights, we developed a media plan that would integrate seamlessly into our audience’s daily routines, reaching them at the ideal time with messaging that didn’t feel pushy or intrusive. Continuous optimization allowed us to track results and adjust accordingly.
Our curated media plan had an acquisition-forward focus designed to reach new potential members and customers across the media they were using daily. A secondary focus included highlighting Desert Financial’s individual product lines (Auto Refi, First Mortgage, Home Equity, and Business)—and detailed audience insights combined with nuanced targeting allowed us to speak to each audience individually. Placements included spot and Advanced TV, OOH, print, radio, sponsorships, streaming audio, and digital advertising and also included a World Cup sponsorship on Telemundo.
INCREASE IN Overall clicks
INCREASE IN TOTAL CONVERSIONS
INCREASE IN NEW MEMBER ONLINE ACCOUNT FORM STARTS
INCREASE IN AUTO REFI ONLINE LOAN SUBMISSIONS
INCREASE IN FIRST MORTGAGE ONLINE LOAN SUBMISSIONS