Navigant Credit Union

People like their money. They should like their financial partner as much.

Weird fact: people stay in a relationship with their financial institutions longer than they do with their spouse—twice as long, in fact.

Banks know this: if they can catch you, they keep you. It’s the magic behind their margin. This also explains why their customers tend to be dissatisfied: a dollar spent keeping a current customer happy doesn’t have as high a return as a dollar spent winning a new customer.

We saw a clear opportunity to signal that these “best practices” were NOT practiced here. But we didn’t want our customers to have to take our word for it. We wanted to PROVE it. Fortunately, that opportunity was built into our DNA.

With a commitment to their community, our media strategy leaned into placements that emphasized local connections, complemented by tactics that garnered market visibility. An audience-based digital strategy allowed us to segment outreach to meet prospects at varying stages of their financial needs.

The result was an omnichannel campaign that was flexible to the business's needs, allowing creative messaging to guide support by channel.

People liked the idea of becoming owners. Through our strategic media approach, we not only captured attention but also fostered meaningful connections with our audience, which yielded excellent results: Awareness with prospective audiences increased Year over Year and landed 76% above market norms.

Consideration with prospective audiences remained 1.3x above market norms. Lending hit record numbers, with loan balances up 13%. A whopping 20% dividend was paid to our customer-owners, far exceeding the usual 5%.