ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 1

for Integrated Advertising, Promotion, and Marketing Communications, 7e

Clow and Baack

Advertising AgencyEmogen Marketing Group

Centric Federal Credit Union

ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.

Integrated Campaigns In Action:

Agency Background• Emogen Marketing Group

– Full-service creative marketing firm– Primary focus on increasing clients’

revenues– Started in 2007– Current staff

• 4 full-time employees• 1 part-time employee• Various freelancers

Brian WarrenOwner; Account Exec &

Creative Director

Sarah WarrenOwner; Marketing

Consultant

2

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Integrated Campaigns In Action:

Client Background (Part 1)

• Member-owned, member-operated, and member managed

• Income generated through loans• Loans constrained by deposit volume• Centric provides same financial services as bank• Since non-profit - profits paid back to members

– Lower fees– Better interest rates– Dividend payments

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Integrated Campaigns In Action:

Client Background (Part 2)

• Membership requires application• Deregulation increased flexibility in membership

criteria• 2005 name changed to Centric Federal Credit

Union from Forest Kraft Federal Credit Union• Adopted new technologies• Remodeled locations• Customer-focused in-center floor plan

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Integrated Campaigns In Action:

Client Background (Part 3)

• Public holds misconception of credit unions– Who can join?– Services offered?

• Low awareness of Centric• High number of members who joined strictly to

obtain loans– Held minimum in savings and/or checking

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Integrated Campaigns In Action:

• Objective – Increase Deposits–Loans tied to level of deposits–Loans generate primary revenue

Agency Challenge

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Integrated Campaigns In Action:

• Increase new memberships– Checking accounts

• Increase deposit accounts and balances– Current members

• Update website– Improve communications– Reflect advances in technology and services

Plan of Action

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Integrated Campaigns In Action:

• Challenge – educate potential members– Who is eligible to join?– Why is Centric best option?

• Complex messages for traditional advertising

Increase New Memberships

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Integrated Campaigns In Action:

Focus on selling benefits of “banking” with Centric – not on selling a credit union.

Increase New Memberships

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Integrated Campaigns In Action:

• Benefit of “banking” with Centric– Lower account fees– Higher dividend rates on deposit accounts– Lower interest rates on loans

Increase New Memberships

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Integrated Campaigns In Action:

“Redefining banking”

“Just like a bank … only better”

Taglines

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Integrated Campaigns In Action:

• Benefit focus: no-fee, basic checking account• Campaign message: “Free-er Than Free Checking”• Execution approach was humor• Media

– Television– Radio

Broadcast Campaign

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Integrated Campaigns In Action:

Television Ad - Sasquatch

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Integrated Campaigns In Action:

Television Ad - Leprechaun

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Integrated Campaigns In Action:

• Longer commitment required• Simplified message• Focus on answering

– “What is Centric?”– “Why choose Centric”– “What services does Centric offer?”

• Billboard Messages– Checking – Savings – Loans– Fewer fees. Better rates. Nicer people.

Billboard Campaign

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Integrated Campaigns In Action:

Billboard

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Integrated Campaigns In Action:

Billboard

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Integrated Campaigns In Action:

• Direct mail campaign to members without checking accounts

• Telephone follow-up calls• “Crack the Safe” promotion for each new

account opened

Increase Deposit Accounts and BalancesCurrent Members

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Integrated Campaigns In Action:

• With each new account opened, member guessed digital lock on safe

• Winning code won new car valued at $40,000• Contest extended to new members

“Crack the Safe” Contest

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Integrated Campaigns In Action:

Postcard (Page 1)

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Integrated Campaigns In Action:

Postcard (Page 2)

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Integrated Campaigns In Action:

Update Website