Case Study: Delta Community CU
Standing Strong Campaign

Background:

Delta Community Credit Union, based in Atlanta Georgia, wanted to create a sense of security for their members during hard economic times by offering a product that would also increase revenue and new members. To be competitive, the market required a deposit product with a high interest rate. Delta Community chose a 4.50% CD product with a one-year term and $1,000 minimum balance.

Campaign Goals:

Television

Click to view TV spot

Campaign Theme:

It was important to create a theme that represented economic strength and security – and was applicable to the people in the Atlanta-metro area. Building on the established Delta Community Credit Union brand and meshing it with the concept of “Main Street vs. Wall Street,” the “Standing Strong” theme emerged. The concept was graphically portrayed through a mix of established branding with photography of real members and relevant iconography.

Strategy:

In order to reach both members and non-members in the region who would be interested in the product, Delta Community went with a comprehensive marketing strategy. It was important that the message was consistent throughout all channels and subtly mentioned the current economic situation in a way that offered hope. This carefully crafted message was then sent out to target audiences through the following mediums:

Results:

This was a very successful promotion for Delta Community over a short period of time. During the campaign the number of Standing Strong CD s opened reached 8,505 CD s at a balance of $392 million. Additionally, Delta Community gained 1,209 new members during the same time period.

View the Standing Strong Featured Campaign