Responsible for creative direction, agency selection, overall project management, budget management, copywriting, internal and external launch communications & related events, and media placement. Hiway’s rebranding has been honored with multiple awards, including a Category’s Best at the CUNA Diamonds and a Gold designation from the Marketing Association of Credit Unions.
Category: Financial Services
Hiway Credit Union Roseville Branch Design & Virtual Tour
Responsible for overall project leadership, construction management, partner negotiation & selection, branch design, market warming, overall new community marketing strategies, tactical launch, and associated events (e.g., groundbreaking, grand opening)
MNCUN Awards: Big Wins!
We were honored and excited to have won 4 of 5 categories at the recent Minnesota Credit Union Network’s Marketing Awards.
We won in $1B+ for the following work:
Branding: Branding Testimonials
Digital Marketing: Business Services Digital Campaign
Video: Pepe TV; Spanish Version
Complete Campaign: Because You Can
Note: Because You Can netted an 8% YOY increase in new Members, an 18% YOY increase in direct loans, and an 18% YOY increase in deposits.
Royal Credit Union Branding TV
We recently added eight new Member testimonials to our growing Member story library. We are also utilizing the accompanying still photos in myriad ways, from in-branch collateral to print ads.
Here are the first two television spots to launch!
Responsible for concept, Member selection, site selection, shoot & edit direction.
Royal Credit Union Awareness Campaign: Because You Can
Ice cream. Guac. Car washes. Giving back. When you have more money in your pocket, you can more readily enjoy the simple pleasures that make life worthwhile. And when you work with Royal, with our industry-leading rates and low fees, those extra bucks are yours.
Royal’s Marketeers worked in partnership with Swim Creative to launch this summer awareness campaign, which features TV, radio, outdoor, online retargeting, paid social media, and a targeted direct mail campaign focused on driving feet into offices.
Here’s a sampling of the work:
Television
Television
Outdoor
Online Retargeting
Responsible for strategy, agency direction, production assistance and media planning.
Shiny Objects: Four MAC Awards!
Royal’s work was well-represented at the Marketing Association of Credit Union’s annual conference in Austin this year! We took home four awards in the $1B+ category.
Silver, Segment Marketing Program, Smart Connection (18-25-year-olds)
Bronze, Image Enhancement, Office History Walls (personalized to all 25 offices)
Bronze, Website Redesign, rcu.org
Bronze, Direct Mail, Single, Auto Loans (strong results!)
Royal Credit Union Black Friday Insert & Door Hangers
Royal was pleased to bring home a pair of Diamond Awards at this year’s 2017 Credit Union National Association conference, including one for our “Black Friday specials.” We had some pretty wild success generating deposits with this campaign, which featured a print insert in the Thanksgiving (shopping!) edition of local papers, along with door hangers dropped around our newest Minnesota office.
Here’s a look at the work:
Responsible for copy and overall creative direction.
Royal Credit Union Welcome Email Matrix
We’ve been hard at work developing a new email matrix in order to better improve our onboarding experience, and (hopefully) broaden relationships with our indirect Members.
Responsible for overall creative direction.
A little light reading on data …
I’ve been traveling a lot lately (Ragnar Hawaii – yay!) and, because batteries die and wi-fi is $7.99 an hour, I still default to a good old-fashioned hard copy book on planes.
Dataclysm by Christian Rudder, the founder of OK Cupid, was a fascinating read, and a timely one, as Royal’s marketing team is gearing up to start using data in our efforts more and more aggressively. I’d recommend this to anyone, whether you’re a subject matter expert or just beginning to dip your toe into big data. Rudder’s engaging voice makes sifting through numbers a lot of fun.
Royal’s Agency Evolution
Next week, I’ll be speaking at the Marketing Association of Credit Union’s mini-conference about Royal’s shift to an in-house agency model. It’s a topic that’s been of great interest to the industry, and one I’ve found has advantages.
We’ve generated some media attention due to our model, as well:
https://www.cues.org/article/view/id/No-Cookie-Cutter-Solution
https://www.cues.org/article/view/id/Inside-Royal-CUs-Marketing-Department
Tara K. Graff 