About DFCU Financial
DFCU Financial (DFCU) is the second largest credit union in Michigan, with a legacy as the first Credit Union for Ford Motor Co. employees. Over time, membership growth had flattened and valuable older, 60+ members, were “aging-out.” Millennial and Gen X audiences who are attractive for their future banking needs were not joining in significant numbers to replace them. Our role was to help increase their membership with a strong emphasis on filling the pipeline with younger members.
What we did:
re:group created a marketing and creative campaign positioning DFCU as the “Cash Back” credit union. Their annual “Cash Back” program pays one-half percent to qualified members based on both their average loan and deposit balances. They have given millions of dollars back to their members every year since 2006. An integrated television, radio, digital and social media campaign was developed, which features a ticker clock indicating how much members could accumulate in “Cash Back” based on the value of their total banking relationship with DFCU.
The campaign has performed as anticipated in terms of meeting their increased membership goals, including attracting new, younger members. The campaign has also helped to increase the number of accounts opened, as well as increase average deposit and loan amounts.
Brand strategy, competitive audit, consumer research, creative development and production, traditional and digital media planning, buying and reporting and social media strategy content and management.