Desert Financial is a not-for-profit cooperative and Arizona’s largest credit union with over $8.2 billion in assets, over 400,000 members, and 46 branch locations across the state. For early 2023, Desert Financial’s main focus was membership growth and acquisition. Having run the same membership campaign for several years, they recognized the need for a fresh approach to attract attention and drive new memberships.
What We Did
ANDERSON took the lead in developing and executing a comprehensive media initiative for Desert Financial’s internally-developed “Bank on Happy” creative campaign. The strategy was designed to maximize impact and combined awareness and conversion-focused tactics to ensure widespread reach and frequency throughout Arizona. The campaign’s goal was to secure as many impressions as possible across the state over a 90-day period, with the ultimate KPI being an uptick in member signups.
Tactics were both traditional and digital:
- Traditional: Out of Home (Digital and Unique Digital Out of Home), Television, and Radio
- Digital: Rideshare Video, OTT, Display, Native, Nextdoor Promotions, and Audio
To bolster the new campaign, ANDERSON strategically placed teaser advertisements across various networks leading up to a high-profile event, the Super Bowl, which was being played in Arizona. Then, we identified the best position for viewership: immediately after the Halftime Show where it would capture the attention of viewers across the state. The following day, media campaigns were launched across other channels, including digital and out-of-home (OOH), to sustain the momentum and support Desert Financial’s objective of attracting new memberships.
INCREASE IN NEW MEMBERSHIP GROWTH RATE COMPARED TO THE PREVIOUS 90 DAY PERIOD