Golden 1 Credit Union
DNA Seattle
Objectives of Golden 1's campaign included increasing membership by approximately 60,000 members and increase loans granted by 7.5% in 2016.
The Target Audience is primarily California residents (Sacramento and Central Valley), 25 – 50 years old, who are traditional banking customers. They are continually looking for value and ways to make their money go farther. Their banking relationships are mostly transactional, but as their needs grow, they are looking for more advice from their bank.
While they may not be happy with their bank, they tend to remain. When you consider automatic payments, bill paying software, etc. it’s a hassle to switch financial institutions. When it comes down to it, banks are more or less perceived as the same.
We need to remind people the reasons for making a move. Because Golden 1 is a not-for-profit, member-owned credit union, it offers greater value and better service, day in and day out. The tangible benefits of belonging and the specific product(s) really matter.
Golden 1 Credit Union Integrated Campaign
Category
Comprehensive Campaign > Comprehensive Campaign - $1 Billion and Greater
Winner Status
- Bronze