AmeriCU, a leading credit union serving thousands of members across Central and Northern New York, faced a critical challenge: despite significant marketing investments, customer acquisition and product adoption remained low.
Results:
- 25% decrease in resource spending
- Average 130% increase in financial goals for home equity, new military membership sign-ups, and new millennial membership acquisitions
APPROACH + EXECUTION
In the attempt to understand sales funnel efforts, a comprehensive audit of brand and marketing efforts revealed inefficiencies in spend, inconsistent messaging, and an opportunity to create more intentional targeted audience engagement. As a result, the brand’s impact and marketing efforts were diluted which resulted in minimal drive around desired awareness and customer conversions. The company needed a more effective, engaging, and strategic approach to connect with their audiences and elevate their brand presence.
To drive meaningful change, a structured 18-month transformation plan was developed, focusing on three key areas:
- Brand & Marketing Optimization
- In-depth customer research was conducted to create clarity around B2C and B2B segmented audiences.
- Customer profiles and journeys were established to understand opportunities to support marketing and sales funnels.
- Visual branding was revamped to strengthen recognition and alignment with AmeriCU’s mission.
- Corporate-wide brand standards were established to ensure consistency across all touchpoints across segment journeys.
- Operational Efficiency
- Streamlined brand management processes were implemented to empower multiple marketing efforts happening across customer servicing channels.
- Developed clear marketing workflows to maximize efficiency and impact.
- Targeted Growth Initiatives
- Launched tailored, data-driven marketing strategies to increase brand awareness and adoption.
- Deployed omni-channel campaigns to engage members more effectively and drive revenue growth.
OUTCOME:
By aligning brand strategy with business objectives, AmeriCU positioned itself for stronger market presence, greater operational efficiency, and improved member engagement—ensuring long-term growth and sustained impact. The outcomes of this overall brand optimization effort both exponentially increased customer acquisition and product adoption, as well as minimized overall marketing spend.
