Case Study: Allegiance CU
Promise Points Campaign
Background:
In 2005, Allegiance Credit Union, an Oklahoma-based credit union, purchased the exclusive rights to offer a syndicated member rewards program in the Oklahoma City market. While the operational structure of the program was syndicated, Allegiance needed Third Degree to package the program which would tie it back to the Allegiance brand.
Campaign Objectives:
Previously Allegiance's marketing had been image based, educating on the Allegiance core values and services that were relevant to members and prospects.
This new campaign would need to take much more promotion-oriented approach. The purpose being to increase value to existing members, while creating a framework for a promotion which would be potentially appealing to prospective members.
Television
Positioning:
Third Degree developed the program name, "Promise Points," making a direct connection with Allegiance's tagline, "It's our promise."
The creative approach is more whimsical and energetic than their people-focused, warm and sincere image-campaign - but it still retains a sense of friendliness and approachability.
Bright and quirky objects combined with the signature Allegiance blue-on-blue stripes are the foundation for an animated, and cost-efficient, approach to the TV spots that are now running in the OKC metro (a first for Allegiance), and has translated into outdoor, internal branch posters, and radio.
Outdoor
Branch Posters
Results:
While hard results are still being collected - internally the Promise Points campaign and program has charged the employees and staff. They have embraced the concept within their branches, from posters at all the teller stations, to offering complimentary brownies at their welcome station - all reinforcing the promotion.