Case Study: Mission Federal CU
Our Mission is Your Mission Campaign
Background:
Mission Federal Credit Union in Sand Diego, CA has operated as a community charter credit union since 1999. They are one of the three large credit unions in the San Diego County area, which is also served by large national banks such as Wells Fargo and Bank of America.
Challenges:
- Mission's membership is aging, and new members tend to be acquired from member referrals.
- National and large regional banks are aggressive and outspend Mission in marketing and new member/customer recruitment.
- After becoming a community charter, Mission feared an influx of new members beyond their capacity to serve and did not promote this change. Therefore, San Diego County residents are generally unaware that Mission is a community charter.
- Mission's name is often misinterpreted as being part of a faith-based organization, due to California's heritage of Spanish missions.
Campaign Goals:
- Create a concise creative message and delivery.
- Communicate that Mission is for everyone who lives, works, worships, or attends school in San Diego County- yet do it in a way that is not cumbersome or confusing for the non-credit union savvy prospect.
- Increase new membership by 3% over the previous year.
Outdoor
Campaign Theme and Execution:
Third Degree developed a campaign that would resonate and make an emotional connection with the viewer- a connection that says, "This is what Mission is all about!" Utilizing Mission's name in the tagline and imagery that related to being on a mission, Third Degree was able to help the general public understand that Mission Federal Credit Union helps everyday people financially become bigger, better and even more fantastic.
TV
Results:
New membership accounts increased by 13% over the previous year, which was 10% more than even Mission hoped for. The campaign also increased awareness by moving Mission from the number 7 most recalled financial services provider to the number 5 most recalled.