Whitefish Credit Union

Primary Objectives
• Credit card acquisition
• Update products consistent with the WCU brand of ‘outdoor banking’

Secondary Goals
• Differentiate our product through the use of original art inspired by Montana

Our research showed that the most active credit cards belonged to Millennials and Gen X. We also found that women were most engaged in reviewing the financial institutions and we wanted to craft a campaign to appeal to this audience. We also found a significant subset of our membership (both male and female) that self-described as avid fly fishers.

Historically, our members consist of four main demographics: recent transplants, third-generation Montanans, the college-bound, and empty nesters.

Recent transplants have come to Montana sometime within the last ten years or so, drawn by our wide open spaces and “live and let live” mentality. Often hailing from the Western US or Canada 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.