Campaigns

Rescuing You From Banks

In 2023 we conducted research in the Bay Area and learned that SF Fire Credit Union still had a brand awareness challenge - 19% of those surveyed were aware of SF Fire Credit union - that left a lot of opportunity for growth and awareness. My role was leading the brand campaign strategy, orchestrating the work being done by our agency, in-house creative team, and collaborated with our Integrated Marketing team on our media plan and socializing with staff prior to launch - all within the span of 3 months.

Digital Channels

We produced over 100 creative assets including a landing page with three enticing offers to support the research around:

Consumer pain points
Brand identity
Eligibility
Ease of Switching
Differentiation

The Spots

We produced a total of three 0:15 second TV spots, and several social and streaming ads bespoke to their respective platforms. The creative was designed in black and white to help our brand stand out and align with the black and white imagery found on our site. Because a lot of the photography used was shot in-house at varying times/seasons, we needed a unifying element and the duo-tone worked perfectly for the mood and an expression of who we are. We’re an organization with rich history and tradition of service.

Media Plan

Considering the classic marketing rule that a potential customer has to see something seven times in order to take action, we wanted to be able to “hit” our target audience via multiple channels: digital, broadcast, radio, out-of-home, and more. Our media buys included a mix that put us where our audience will be. One very exciting sponsorship opportunity was Season 19 of Check, Please! Bay Area on KQED which provided bookmarked mentions at the beginning and end of each episode.

In 2022 after conducting consumer and market research in the counties we serve, we developed a risque campaign to pique interest in the credit union and acknowledge the data that millennials have multiple banking relationships and that the concept of a “primary financial institution” (PFI) is losing relevance.

Side Bank

Credit Union Curious?

We went in a bold direction to challenge the norms of what is expected from a financial institution. We’re in San Francisco, our members are fun, youthful, and open-minded. This resonated well, attracted new members and generated industry buzz.

BTS footage is the way to go.

Everyone loves special features - I know I do, and we captured behind-the-scenes footage to use in a video where I interviewed our Chief Marketing Officer, Josephine Chew, who was on site for the shoot and shared more context about the concept. We created versions of this video for social (IG, TikTok), and worked with influencers to promote the idea of a #sidebank.

Digital display banner ads with a variety of copy and image options so we can test, learn and optimize.

2023 was a race for deposits in the financial space, and SF Fire was no exception. We developed a targeted and integrated term certificate campaign to help drive deposits and membership growth.