Whitefish Credit Union

Grid Marketing Inc

Our customized cards were designed to inspire a sense of pride for our local high schools among Whitefish Credit Union members and prospective members. Using local high school logos, mascots, and colors, we created cards that invoked pleasant memories, such as scoring the winning touchdown, learning from beloved teachers, the camaraderie of one’s classmates, and other fond moments from high school. The campaign was designed to appeal to a younger age demographic than the average of our credit union (which was older than most other credit unions by an average of six years.)

Phase I (Q1-2)

Promotional Goals for Phase I Included:

- Creating product awareness (members and community at large, issue 1,000 cards)
- Increasing related product adoption (Online Checking Accounts, eServices)
- Phase II (Q4)

This phase of the promotion expanded the theme of school spirt into academics, student activities and lifestyle, rather than focusing solely on athletics. It also provided us with an opportunity to give back to the schools and communities during the holidays.

Our Objectives & Promotional Goals Included:

- Issuing new debit cards (650 total, Oct. – Dec.)
- Increasing related product adoption (Online Checking Accounts, eServices)
- Increasing card usage (becoming member’s top-of-wallet preference)

Our more than 58,000 members consist of four main demographics: recent transplants, third-generation Montanans, the college-bound, and empty nesters.
Recent transplants have come to Montana some time within the last ten years or so, drawn by our wide open spaces and “live and let live” mentality. Often hailing from Silicon Valley, Calgary, or Texas, they might be starting a new career here or buying a second home. Third-generation Montanans are those whose great grandparents were likely among some of the first non-indigenous settlers to this region. The college-bound are excited to get out and see the world, but always yearn to return to their roots one day. Empty nesters likely came to Montana to retire. They might have their second or third home here, and are typically fiscally well-off.

Our target audience for this campaign was Whitefish Credit Union members and prospective members who wanted a convenient way to access their accounts using a debit card or Online Checking. We also targeted northwest Montanans who felt it was important to support local high schools, charities, and those less fortunate than themselves, through our community impact component.