Freedom Federal Credit Union

In January of 2022, Freedom Federal Credit Union launched a multi-faceted initiative to evolve our online brand reputation by focusing on increasing our number of positive online reviews, namely those on Google and Facebook. The need for intervention was identified because of our 6 branches listed on Google, only 1 branch had more than a handful of reviews attached to its profile, and the rating was not an accurate reflection of our commitment to member service. We had no established protocol to ask for positive reviews from our members, and as a result, even though we serve thousands of happy members, our reviews showed far too many negative experiences from a minority. Some branches had high ratings, but only a handful of reviews to support that rating, making it vulnerable to be largely affected by just a single poor review.

Target Audience:
Current Membership: Approximately 34,000 members

Objectives
1) When we are being vetted online by members or prospects, we want to be easily identified to be a "best" option financial institution.
2) Higher ratings also help us show up higher in search results on google.
3) An increase in overall positive reviews will make our online reputation and attached rating less vulnerable to a few negative reviews.

Measurable Goals
1) Increase our average rating across all Google Reviews from 3.9 stars to 4.3 stars by end of year. – Met 100% of goal
2) Increase our Facebook rating from 3.6 stars to 3.9 stars by end of year. – Met 100% of goal
3) Earn 60 positive reviews across platforms by end of year. – Met 138% of goal (83 positive reviews)