01
Challenge
Drive Member Acquisition by Initiating the “Switch”
Allegacy began as a credit union serving only employees of one company. Today they serve employees, retirees and families of nearly 700 companies across the region.
Wildfire and Allegacy had been working together for several years at this point. The client was extremely happy with the advertising campaign, “Unlike Your Bank.”
Collectively, we wanted to do a “gut check” and see what more we could be doing to drive member acquisition in a volatile financial services market rife with mergers and acquisitions.
02
Strategy
Ask Actual Consumers!
We explored the following strategic and growth-critical questions:
- Understand the structure and composition of the marketplace from an attitudinal, demographic and member status perspective
- Update learnings on competitive behavior and branding strategies
- Learn more about Allegacy’s current and prospective customers (“members”)
- Provide a basis for brand refinement and message optimization
- Improve the overall “brand experience” through development of new messages and programs
03
Solutions
Utilize Primary and Secondary Research
Campaign Components
- Brand and Competitive Audit
- Member and Non-member Focus Groups
- 1-on-1 Stakeholder Interviews (12)
- Cross-functional Ideation Workshop
- Customer Segmentation Study
- Strategic Positioning
- Persona Development
- Creative Development
- Creative Concept Testing
2x
Member acquisition compared to normal acquisition
54 M
New closed loans
23 M
New closed mortgages
