MIDFLORIDA Credit Union
Project Completed On
Services & Expertise
Graphic Design, Identity & Branding, Integrated Marketing Campaigns, Social Media Initiatives
Putting a younger, socially attractive face on a traditional business model.
MIDFLORIDA Credit Union has been a CNP client and friend for over 25 years. Over that time, we’ve seen institution grow and overcome many challenges.
One of the most recent challenges involves the need to attract a younger audience in order to stay viable in the coming years. Traditionally, the credit union financial model has been – well – “traditional.” Naturally, young people want to align themselves with whatever’s cool, trending or anti-establishment.
The disconnect is obvious, but the question remained: what to do about it?
Finding a solution that would fit the bill
After some intensive planning and brainstorming with the MIDFLORIDA marketing and executive team, two things were decided: 1) A teen-centric account would be needed. 2) A savvy, articulate intern as youth spokesperson would be needed to promote its benefits and head up a social media program.
To help MIDFLORIDA find the right spokesperson, CNP developed a themed contest as a recruitment vehicle – “Do you fit the bill?” To get the word out, we created promotional flyers and a landing page to explain contest rules, job requirements and capture video entries. Social media platforms were also used to generate buzz.
After hiring “Hannah” as the inaugural RT4T spokesperson, MIDFLORIDA launched the RT4T account. It would offer lots of free benefits, mobile banking and even college savings certificates. To give the account a relevant promotional home, CNP then created a teen-centric blog with flashy, graffiti- like graphics and an architecture to accommodate customized content – posts about music, school culture, college dreams and, of course, money management tips generated by the spokesperson. RT4T events were also promoted on the blog, as well as the specific benefits of the RT4T account.
The results? Socially acceptable – very
Since the program’s inception in early 2012, print and online ads created by CNP have been successful in sending eyeballs to the RT4T blog for engagement and conversion. We’ve also created collateral materials to promote and support RT4T events.
Today, we’re happy to report that many accounts have been opened and “likes” have increased dramatically. NerdWallet.com, a financial products review and ratings site, evaluated RT4T and ultimately ranked it in their top ten accounts for teens.
A new spokesperson (‘Matt”) is now hosting RT4T events, sharing mobile app reviews and facilitating ugly sweater contests on Facebook – all to help MIDFLORIDA seem a little less traditional and a lot more relevant to those who will secure its future viability.