Team

David Jones - CMO
Amanda Ager - project manager
Jerimy Saldivar - member experience leader
Ben Bender - photographer

Campaign Deliverables

• Email
• Direct Mail
• Website
• Digital
• Social Media
• Posters & flyers, Branch advertising
• Mobile app and Desktop ads
• Billboards‍

Project History

Checking accounts are essential to a consumer’s long-term relationship with their bank; they create loyalty, increase likelihood of deeper engagements, and are tools that credit unions and banks use to build long lasting relationships with their customers/members. WECU created a new rewards checking product, for which I was in charge of visual direction and communicating the message “Get it All.”

Project Goals

1. Make WECU’s new rewards checking account stand out from competitors visually
2. Gain new credit unions members with new member offer on only rewards account opening
3. Successfully switch existing members to new rewards accounts

Results

1 month in:

• 2,093 total accounts opened
• 391 brand new accounts
• 92,880 rewards points earned

5 months in:

• Deposit balances of qualifying new members total over $14MM
• 1,900 new members have opened qualifying accounts
• Higher direct membership growth in Q3 2022 than any previous quarter over the last few years

Design Process

Ideation

I began by analyzing the brief, researching market trends, and crafting inspiration boards. In team discussions, we focused on key aspects such as positioning, target audience, and persuading specific members to transition to the new checking account. Recognizing the importance of the new product launch, I aimed to create a visual direction that differed from past campaigns, prioritizing the emphasis on the new account's offers for campaign success.

Concept

The concept I proposed centers around Rewards Checking Account holders who go above and beyond in maximizing their banking benefits. Embracing the theme of curated collections, the concept targets individuals indulging in their hobbies and passions. To maintain authenticity and stand out from other credit unions, I emphasized the need for custom photography over stock images. This approach not only aligns with WECU's commitment to authenticity but also reinforces our local identity by featuring local models. Amid the pandemic, a notable trend of "pandemic pups" inspired a photoshoot showcasing diverse personas, including a hiking enthusiast, shoe collector, gamer, record aficionado, camera enthusiast, and a dog owner with a pack of lovable companions. This approach effectively captures our concept's essence and resonates with the varied interests of our members.

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Execution

GET IT ALL

Early payday, more rewards, everything you want in a checking account credit union.

Some of the questions I had were:

What do you do when you have extra money, or you can spurge a little bit?

You devote time, money, and practice to hobbies, collections, passions.

What does it mean to “get it all” to WECU members?

Having it all, means the little extras in life; extra money, time, or the opportunity to pursue things that mean more to you. All the benefits of a big bank with your local CU.

What does our checking account do that others don’t in our market?

early payday, 2.00% APY on account (at time of launch), new member rewards for joining or switching existing account over

Reflection

One thing I learned from this experience was the realization that collaborating with a local photographer presented its own unique set of challenges. The photographer's limited model selection and the absence of a formal process required me to take on additional responsibilities in acquiring models and props, a task I hadn't encountered before. Looking ahead, here are some considerations for future endeavors:

1. Ensure all collaborators possess necessary qualifications. Partnering with a photography studio experienced in commercial photography, equipped with a model catalog and responsible for props and backgrounds, would streamline the process.
2. Recognize the crucial role of props and model selection. Their impact on the final product should not be underestimated, as they can significantly enhance or detract from the overall outcome.
3. Avoid the notion that certain aspects can be fixed in post-production. Opting to get things right during the initial photo shoot not only saves time and money but also ensures a higher-quality result.

Collaborating with my team on this project was an immensely enjoyable experience. Having the opportunity to actively contribute to the photography and photo shoots added an exciting dimension to the campaign. Overall, the campaign proved to be a resounding success for the credit union, with the rewards account continuing to perform well in the market.

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