Community america credit union
Prior work our founder led at Cactus Denver
despite being in a market saturated with large, national bank competition that outspent us at every turn, we helped a local credit union overcome negative misconceptions and score recrod growth as a result.
SHARED PRIDE FOR KC
CACU had been serving KC for over 75 years, but their brand awareness was at a mere 12% and net-new memberships plateaued. People simply didn’t think that a local credit union was sophisticated enough to serve their banking needs.
We helped CommunityAmerica turn their reputation as the local underdog into an unfair advantage over the big banks. Kansas Citians share an intense local pride, and as a smaller, midwestern market, they also tend to carry an underdog chip on their shoulder.
STar power = credibility
We gave our message a megaphone by leveraging a partnership with Patrick Mahomes and the Kansas City Chiefs – the perfect blend of passionate local pride and superstar legitimacy. Our campaign shifted from a fun-loving, humorous tone to one that matched the emotional resonance of the moment – a moment when life-long Chiefs fans who’d never known their favorite team to be a winner would finally get the chance to see their beloved team crowned champions.
KC BECOMES THE HERO
Our creative featured emotionally resonant vignettes of Kansas Citians enjoying intimate moments that make life truly unbelievable. Because the truth is, in KC, unbelievable things happen everyday. Patrick Mahomes voiced scripts that spoke to the value of having a trusted partner that provides a truly unbelievable experience.
results that matter
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DRIVING AWARENESS
In order to gain the same level of consumer confidence that big banks generate through their always-on marketing presence, CommunityAmerica needed to start showing up in a big way. If CommunityAmerica was to be trusted, they needed to first become more familiar and well-known. We leveraged high-reach tactics to reach KC in a meaningful way. During our campaign , we grew unaided awareness of CommunityAmerica from 12% to 39%.
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CHANGING PERCEPTION
In order to seriously consider switching from their current bank to CommunityAmerica, consumers needed to trust that CommunityAmerica was just as capable of handling their banking needs as their current bank. We had to make CommunityAmerica look and sound as sophisticated and capable as their competition. During our campaign, consumer perceptions of CommunityAmerica as a sophisticated banking option rose from 22% to 46%
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GROWING THE BUSINESS
Knowing that most people looking for a new bank are looking for new checking accounts, we initially targeted checking account acquisition. After exceeding this goal, we continued to sustain success for CommunityAmerica by focusing on wealth management and commercial banking, driving an increase in total financial assets. During our campaign, CommunityAmerica’s total assets have grown by 83%, their commercial deposits by 612%, and their wealth assets under management by 161%.