A deep dive into the strategic planning, creative execution, and performance outcomes behind our Certificate Campaign.
Goal: Drive new deposit growth by promoting our competitive certificate rates and engagement with current Members.
My Role and Responsibilities: I was the campaign leader and authored the activation brief. I was the messaging strategist and stakeholder liaison between compliance and digital channels.
Objective: Have an always on certificate campaign that will increase deposit accounts at UFCU by implementing strategic marketing initiatives.
Audience: Our target audience are 45 -64 years old with a household income of $100K+. They keep an eye on Certificate Rates and comfortable with investments. This audience is involved in their community and likes to help others.
Channels:
- Paid Display
- Print Ads
- Promotional Emails
- Branch Materials
Results:
- 40% increase in certificate deposits
- 10% increase in average deposit of current checking accounts
Creative:
Kathryn Dudley 
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