Case Study: Fort Worth Community Credit Union
"Gabby" Campaign
Website
CAMPAIGN OBJECTIVE
Fort Worth Community Credit Union was ready to step into social media and connect to Ft. Worth area women in a targeted, meaningful way that would allow FTWCCU to empower this audience when it comes to finances, increase product awareness and grow membership.Web Ads, HTML Email
STRATEGY & POSITIONING
The decision to target local women was backed by some powerful numbers:- Women make about 80% of all household decisions
- Women make 80% of all consumer purchases
- Women take care of 75% of family finances
- Women handle 89% of checking accounts in the U.S.
- 64% of moms on Twitter follow at least one brand on Twitter and these moms are 48% more willing to use a product or service from a company who uses Twitter.
- 92% of women pass along information about deals or finds online to others
Third Degree created a digital "spokesgal" to spearhead the campaign. Gabby is "a gal with the gift of gab who knows what she's worth and is sharing her savvy with women like you." She invites women to "get your worth on" and shares financial advice, Ft. Worth happenings, FTWCCU products and services, and online deals and coupons. Her 'voice' is empowered yet fun- much like the savvy women she's talking to. Her look has a life of its own but remains visually cohesive to FTWCCU's existing brand.
Gabby's content is spread over a multitude of online platforms: Facebook, Twitter, a blog and website with financial advice, tools and news as well as interactive elements, including a poll, featured coupons and Gabby's blog and Twitter feed.
Social Media Channels
INTERNAL LAUNCH
Gabby was introduced to the world in several phases. First, the campaign was launched internally. Branded water bottles, pens, notepads and more were given to staff, alongside a Gabby training guide to ensure there were no disconnects between the program and those delivering upon it. In addition, an open-call HTML email and online survey was sent to internal employees to garner interest for the potential voice of Gabby. A strategically selected communications team of 10 female FTWCCU employees now tweet, post and blog in her name.
SOCIAL MEDIA LAUNCH
The social media strategy was deployed to start building the audience before the external launch and contest began. This strategy included strategically launching the website and blog first and then following with the Twitter and Facebook launch. Third Degree began as the voice of Gabby both on Twitter and Facebook to help build a strong foundation for the voice as well as the gaining of and engagement with followers and friends. Over a few months reigns were slowly handed off to the FTWCCU communication team while Third Degree continues to monitor, consult and educate.Outdoor, Internal
EXTERNAL LAUNCH
Gabby was launched externally with a 'Win a Spa Day' giveaway contest. This contest gave the potential followers of Gabby a reason to initially start the relationship. Internal merchandising items like the boards behind the teller counters, drive-thru banners, an on-hold message and lobby standees were posted and external elements like the new website and outdoor boards could be seen. An initial external push also included direct mailers, HTML emails, online advertisements with Google, Facebook and the Fort Worth Star Telegram.DIGITAL PLATFORMS
Website: www.GetYourWorthOn.com Blog: GetYourWorthOn.blogspot.com Facebook: Gabby Knows Twitter: @GabbyKnowsDirect Mail, Standee
RESULTS
Gabby has been building a loyal following and engaging with the audience while helping to reinforce the image of FTWCCU as a trusted resource. The 'Win a Spa Day' giveaway contest had 928 entries. In the first three months, www.GetYourWorthOn.com saw over 6,000 unique visitors, and the blog alone has over 300 readers. Gabby is creating multiple, daily engagement opportunities with the FTWCCU brand on Facebook and Twitter. To date the program has received glowing reviews from Financial Brand Times, Credit Union Times and the Texas Credit Union League.WHAT'S NEXT
Gabby continues to inspire Ft. Worth women to get their worth on. FTWCCU is currently planning more contests specifically targeted to this audience. Gabby has been asked to participate in an online video broadcast interview, and will soon be sharing her savvy through video and other digital channels.See more on the Third Degree creative blog!