CASE STUDY

ST. MARY'S CREDIT UNION | Radio & Landing Page

BACKGROUND

With a long history and strong local presence in Marlborough, Massachusetts, St. Mary's Credit Union had built a base of loyal customers over the years. However, as part of its ongoing strategy, the credit union was looking to attract new clients and expand its reach.

CHALLENGE

St. Mary's wanted to reach a large audience in order to promote its lending products, including mortgages, auto loans, and home equity lines of credit. Due to the geographical location, cable television was ruled out as a cost-prohibitive media option.

STRATEGY

Stackpole recommended a two-pronged approach consisting of humorous radio spots combined with a new landing page designed specifically for the campaign. The radio spots would drive traffic to the landing page, where users could review rates and apply for a loan.

CREATIVE SOLUTION

Stackpole recognized the need for a more memorable URL in order to streamline the radio message. We recommended aBetterCreditUnion.com for its simplicity and directness. By housing disclaimers on the new landing page, airtime was focused only on the core message. And since the site was completely new, it could provide valuable information about the campaign's effectiveness: with the radio spots launching concurrently with the landing page, all traffic could be attributed to the new ads.