Nutmeg

Our Approach

Over a decade ago, Nutmeg State Financial Credit Union called with a unique request. "We need to take a risk in our industry in order to gain some traction". As this was our first foray into the credit union industry, we needed to understand the space. It was immediately evident that the younger generation were not aware they could even join a credit union. That moniker was a bit of a mystery. Banks had all the marketing dollars to attract new customers. The question then becomes, "how do we compete with other credit unions, but MORE importantly – big banks?" 

The answer was simple. Break the mold. "Infotainment" as we call it. Educate this targeted segment with outrageous, never-would-a-bank-dare-go-there, creative that people actually tuned in to watch.

We started with a rebrand and a new slogan, "Banking awesome." This was the most efficient way to educate the masses on what a credit union is. We even purchased the url, bankingawesome.com.

We built a new user-friendly, website that could deliver our messaging and direct potential new members more easily to the product they'd been targeted with. Between traditional methods like billboards and print advertising, we also targeted them with digital display and pre roll on youtube. 

It all proved effective. Membership went up right away. Trade publications wrote case studies and interviewed Nutmeg's marketing team on their campaigns. To cap it off, these same campaigns won multiple industry awards.