AdMall’s AudienceSCAN Helps Close $85,000 Credit Union Digital Ad Campaign

What were the challenges of coming up with a credit union digital ad campaign?

Landon Taylor, account executive from Nexstar, had only been selling media for eight months. In that short time, he approached a local business with AdMall's research and pitched a credit union digital ad campaign.

“[The client is] the largest credit union in Denver, CO and the second largest in the state of Colorado,” said Taylor. [They] operate dozens of branches across Colorado, with an upcoming Pueblo, CO branch opening in June of this year. The Pueblo location will be the first branch in the Southern Colorado market, my direct market as an AE.”

“The main challenge for them now is brand awareness and community outreach as they are opening a new location in a new market. They expressed passion for financial education specifically for younger audiences. Colorado Springs, [which is near Pueblo], is unique in that it is considered a "transient market" due to the various military bases, multiple universities and large retirement community.”

What AdMall tools helped with the sales approach?

“I worked with their marketing specialist to redefine their target audience in the Pueblo area using AdMall,” said Taylor. “Thanks to [the AudienceSCAN tool], I was able to highlight customer trends such as "Top Decision-Making Factors" and "Interests+Attitudes" and more.

“In addition, I used the opportunities by industry to help direct the narrative of my proposal. I let the metrics and data drive my media, and business, recommendations. The Southern Colorado market is made up of [Pueblo County and El Paso County.] Pueblo County alone is made up of 164,670 households. AdMall let me share the average mile radius that credit union customers are typically drawn from, which helped get [the client] thinking about targeted digital tactics (ex. target email).”

What was the result of the credit union digital ad campaign?

“I ended up selling [the client] an eight-month [credit union digital ad campaign], including a hefty broadcast television schedule, targeted email marketing, a $15,000 cash giveaway, quarterly ‘Loving living local’ lifestyle show segments and a custom turnkey contest,” said Taylor.

“I was given a budget to stay within for my proposal build of somewhere between $50k-$100k annually. I closed the [credit union digital ad campaign] for $85, 580.”

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AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 17th year, this in-depth analysis of over 20,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Credit Unions

Credit unions are member-owned, not-for-profit financial cooperatives that provide many of the same products as banks but return earnings to members through better rates, lower fees and community programs. They serve both consumers and businesses, with a historic focus on local communities, specific employee groups and affinity segments.

In the U.S., the federal credit union system is large and mature, with steady asset and loan growth, high net worth ratios and strong loan performance compared with many other lenders. Membership continues to rise, although growth has slowed in the last two years as competition from banks and fintechs intensifies and demographics shift.

Federally insured credit unions (the vast majority of the market) are regulated and backed by the National Credit Union Administration (NCUA), similar to FDIC insurance for banks. This makes them a mainstream, highly trusted option for everyday banking, borrowing and small business finance.