"It's your story" Investment Services campaign
Comprehensive Campaign > Comprehensive Campaign - $1 Billion and Greater
STCU launched STCU Investment Services in 2016, and, with it, a distinct new ad campaign introducing and promoting those services. Our Investment Services campaign is based on a central message: “It’s your story. Tell us what’s next.” The idea is that members are in charge of their own financial lives and decisions; STCU is here to help.
Our primary audience for this project includes STCU members, as well as non-members living in the communities in which we serve. STCU serves more than 161,000 members, primarily in Eastern Washington and North Idaho, where unemployment ranges from less than 3 percent in some counties to 10 percent in others. Most of our members live in Spokane County, where the median household income is $15,000 lower than for the state of Washington.
The average STCU member is 43 years old. Our members include teachers (like those who founded Spokane Teachers Credit Union 82 years ago), small business owners, healthcare workers, state employees, social workers, and others who choose to belong to a cooperative of members helping each other.
For this campaign, the target audience skewed slightly more towards our female members, as they are the ones more likely to make financial decisions for a household.