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Summer doesn’t slow down when it comes to promoting credit unions. As temperatures rise, so does use of Shared Branching and the SURF Surcharge-free ATM Network. Advertising also increases to ensure members are informed of the services available to them when they are on-the-go.
Your League’s Statewide Awareness Campaign launched its summer ad series in early May, showcasing members at popular Maine vacation spots in “selfie” style photos. Each ad promotes the convenience of our networks and mobile connections.
“With the largest branch and ATM network in the state, Maine consumers can get on with summer without having to worry about getting cash at a festival or transferring funds,” said Debra Trautman, Vice President of League Corporate Marketing. “We can put this message where consumers are searching on mobile or online, targeted to key audiences at key locations. Our digital advertising buy allows us to test ways to reach new audiences in a cost-effective way.”
The new “selfie” ads have provided the following insights:
- Our ad positions are very strong and generally show in the top position of Google searches with bank and loan terms. Click-through rates for ATM and Shared Branching locations have the highest engagement. Searches for a nearby Shared Branching location represent 44% of the traffic to the Statewide Awareness Campaign’s site, mainecreditunions.org.
- “Bank” and “banking” are the most searched financial terms. We are developing a new landing page as part of remarketing campaign that promotes why a credit union is the best financial choice. This page will be promoted after consumers click-through on specific ads.
- Nearly 25% of our ads are reaching Mainers under 34 years of age, which is an achieved goal of the campaign and targeted digital ads. Consumers in the Bangor market had the most engagement with the ads, and nearly all click-throughs are now from mobile devices.
- Our new six-second pre-roll ads on YouTube had the highest engagement. Video has become one of the strongest ways for us to tell a quick story about the convenience of Maine’s Credit Unions. Videos that share what we do in the community also have high click-through rates.
- On mainecreditunions.org, new sessions are up 33% and time spent on the site is up over 60% from last six months.
- Since starting the new “selfie” ads, Facebook ads have doubled in likes and shares. The average click-through rate is .40% for most sponsored post and ads; the campaign reached a 1.71% this past month. The ATM-focused ads were the most popular, and ads that picture credit unions in the community ranked high.