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.