CAMPUS USA Credit Union
CAMPUS USA Credit Union, based in Florida, was the first credit union on a U.S. college campus when it was originally chartered in 1935. The not-for-profit cooperative serves more than 100,000 members across the world with about 20 locations in northern and central Florida.
The CAMPUS marketing team partnered with Chartwell Agency to create a fresh, updated approach for its marketing campaigns and developed “graphic language” across all promotions to enhance a solid, CAMPUS brand. We utilized our Hatch program, which specifically focuses on loan generation/growth and portfolio enhancement, to coordinate quality messages aimed at deepening relationships with financial customers and, ultimately, generating attention and income for the organization.
Chartwell updated the look and feel of CAMPUS marketing with lifestyle imagery highlighting relatable people and infusing diversity to reflect the member communities CAMPUS serves. This set the design tone for integrated elements such as direct mail postcards, print and digital ads, billboards, and newsletter assets moving forward. The collaboration and partnership between the CAMPUS and Chartwell teams helped the credit union further raise its bar of excellence and bring its vision and goals to life.
Looking at three specific campaigns as examples:
Southeast Car helped CAMPUS increase its auto loan portfolio with an “Easy, Breezy Car Loans” message featuring a man driving his car, windows down with his dog beside him.
The Stretch checking portfolio campaign included a mother and child in yoga poses with a “Stretch Your Dollars” message.
5x Rewards Offer was a credit card campaign that pivoted during the COVID-19 crisis to support local restaurants during the pandemic. The imagery featured a father and daughter sharing a takeout pizza.
The CAMPUS marketing team was impressed with Chartwell’s internal project management and design capabilities from the beginning. One project to test the waters has blossomed into a wonderful partnership that has continued to flourish in 2020 despite unforeseen economic challenges.
Connecting content and design
Featuring people and faces in your marketing efforts helps communicate a more authentic, relatable message and experience. That was a big focus when updating CAMPUS USA’s campaigns. The imagery can also be tailored for different calls to action (such as the restaurant promotion) and call out specific audiences (recognizing that female heads of households are primary decision-makers in many family finance decisions, for example). Keeping an integrated marketing approach top of mind from the beginning can make strong images and associated strong calls to action properly leveraged across different formats (print and digital ads, collateral, etc.).
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