CASE STUDY

METROPOLITAN CREDIT UNION | Awareness Campaign

BACKGROUND

Metropolitan Credit Union, a community-based credit union with $380 million in assets, wanted to grow their consumer business and increase awareness by educating consumers about the advantages of membership in the credit union. Metro's unique "Golden Charter" allowed membership eligibility for a vast majority of residents in Massachusetts.

CHALLENGE

Research concluded a general lack of awareness among the marketplace as to who was eligible for credit union membership. Intense competition from a variety of banks and other credit unions already existed in the area.

STRATEGY

The strategy was to focus on increasing checking goals in the communities where Metro has a physical presence. We needed to take advantage of the void that exists when larger banks purchase a local community bank by targeting those consumers who just lost the bank they originally selected.

CREATIVE SOLUTION

Advertising needed to be aggressive enough to attract new members. At the same time, we wanted Metro to be perceived as friendly, diverse, convenient, full-service, down-to-earth and community minded. The ads, therefore, were designed to appeal to the target audience that is tired of large bank mergers and acquisitions and positioned Metro as a stable partner that will be around for many years to come.