PHOENIX-Desert Schools FCU is attempting to assuage people's fears related to the ongoing economic downturn with a multi-media advertising blitz touting itself as a stable source of assistance.
"This new marketing campaign is tied into current events," the $3.4-billion CU's Jason Meyers said. "With the state of the economy and both our members and the general public under stress, people have real concerns. They have questions."
And Desert Schools has answers, thanks to its wide range of products-from personal and business accounts and mid-market savings, to senior savings and retirement plans.
The challenge, Meyers recalled, was to come up with a theme that would balance a sales and service message. He said the CU wanted to communicate to its members the message it is listening to them and hears their concerns.
It's also a way to tie something the CU wants to celebrate - it's 70th anniversary-to something no one is celebrating-the troubled economy. Hence the tagline, "We're Here For You."
The creative element includes thought clouds with questions, such as: "How do we make the most of our money?" or "Are we ready for a baby?"
"We tried to get inside the heads of our members and take a look from the inside out," Meyers said. "We understand people's thoughts, we are listening and we are here to offer support. It is a comforting message."
With the stated goal of appealing to several different demographics, Meyers said DSFCU's creative group developed characters based on a family-two parents in their 50s, with a married daughter who has her first child on the way and a son in college.
"The campaign was created in-house by our creative group. They put a lot of effort into creating the characters and thinking about how the messages would resonate in today's environment. What is interesting is it allows for flexibility-we can go out into the marketplace with several different messages that people across various life stages would be interested in."
Meyers said Desert Schools' management had noticed many financial institutions, along with other companies, have been pulling back on marketing and advertising, "but we felt it was wise to stay front and center. We put significant investment in advertising, and because others have pulled back it has really increased our visibility. When times get tough, that's when you want to be out there with a strong marketing message."
The campaign launched in June and includes radio, television, print, online and digital outdoor elements. The use of digital billboards gives DSFCU the opportunity to change content to keep it fresh and relevant and respond to events, Meyers said.
The second phase will include branch marketing, and TV spots already are being featured on sets inside branches.
"It is a long-term campaign that is flexible enough to keep going when things turn around," Meyers said. "The message is we are relevant in good times and bad. We've been here for 70 years and that's something that is not going to change.
"We are monitoring the results," he added. "We are looking at driving business in a couple different areas, including growing membership, cross-sales and core deposits."
Desert Schools is Arizona's largest credit union with $3.4 billion in assets, more than 360,000 members, and 64 locations.
