WEST PALM BEACH, Fla. - Sometimes less really is more, especially when it comes to outdoor advertising. That's what Ventura County Credit Union discovered when it staked its claim along California's historic route 101 with a sunny billboard. Connecting with Los Angeles to the south and Santa Barbara to the north, the heavily traveled freeway runs through the heart of Ventura County. Other VCCU outdoor ads can also be spotted by daily commuters on Highway 118 and at strategically located bus shelters throughout the county. Mall ads also introduce local shoppers to the benefits of VCCU. The fresh feeling "Sun" ads drive home the idea that since the credit union is in tune with Ventura County's active beach-oriented lifestyle it can offer locals the best financial value.

Although a community credit union since late 2000, VCCU had been busy developing its approximately 200 SEGs. With a goal this year of reaching out more to the community, the $400 million credit union kicked off its first outdoor brand awareness campaign and by all accounts it is a hit.

"I think the reason why this is so effective is because it is an awareness campaign. We only have a few seconds so it was important that we keep it simple, work on creating impressions and most of all realize that this is just a foundation and we'll be doing other ads that will be more detailed," said VCCU Vice President Marketing/Business Development Beth Carr. "It's being really well received and I'm surprised how far reaching that message can be. It also probably doesn't hurt that there is construction going that backs up traffic."

Teaming with Anaheim, California-based marketing firm Aubrey & Associates, VCCU launched outdoor ads featuring "Sun" in each headline with every concept related to service and includes elements of what locals expect, want and need. For example the "Sun Shine" billboards tell drivers they have access to "Outstanding financial services in your backyard," while a bus shelter ad touts the credit union's local ties with "Sun Grown. Our roots are planted here." A "Sun Room" ad says equity can be used to "Make any house a home." "We like to refer to the outdoor ads as out-of-house communications because it doesn't just have to be a billboard there are so many places for credit unions to advertise-movie theaters, bus shelters, even malls-it is simply a matter of studying and knowing your members," said Aubrey & Associates Partner Bill Bagnall. "These type of communications can be a great way to not only generate new members, but it is important in remarketing yourself to existing members. In some cases it reminds them of their membership so they think of stopping by their credit union for more services an `oh yea I've got an account there maybe I should see if they can help me with something else I need.'" At San Diego-based Mission Federal Credit Union billboards and bus transit ads were an extension of a television campaign created to raise awareness of its community charter and the credit union itself. Playing on the word "mission," the brand campaign transforms it from a noun to an "action" where the credit union is a means members use to get what they want out of life. With a limited number of billboards available in San Diego and a tight budget, Mission FCU Marketing Vice President Alex Armstrong says strategic creativity was key to stretching those budget dollars.

"We opted to place our outdoor messages near our branch locations as a way to help build visibility for our branches which are hidden in shopping centers," said Armstrong. "So they see the message and see the branch-it's like having extra signage. We also periodically move our outdoor ads around in different locations so it gives the appearance that we are everywhere."

Armstrong says for Mission FCU the outdoor ads function primarily as a reinforcement tool that supports the brand messages delivered in the television spots. He adds that for any outdoor advertising to work it should be tied to the credit union's image and brand. A simple product push is too easy to get lost in the clutter of outdoor media and it won't do anything to further the credit union's brand says Armstrong.

EverythingCU.com Chief Experience Officer Morriss Partee agrees and adds that too often credit unions think products and branding on billboards are mutually exclusive-they are not.

"Depending on the credit union's field of membership and location, outdoor advertising can be highly effective provided there is a solid strategy in place that works with the credit union's existing brand," said Partee. "Spend the time doing the market research-one prime location does not fit all. I once saw a credit union that spent money putting a billboard on a very busy highway-that leads out of town. No one is going to remember a message about a local credit union as they are heading out of town."

Bagnall says that the outdoor route may not be for every credit union.

"In their research credit unions have to consider how many of the people seeing the advertising will actually be able to take advantage of it," said Bagnall. "So if the credit union has a closed field of membership or single sponsor then it may be best to think twice about how to best deliver your message."

Armstrong advises credit unions not to be afraid of developing direct relationships with billboard vendors if they don't have access to a marketing agency.

"Spend time learning the market because prime outdoor spots can be locked up for months. I'm lucky I have a great relationship with the three companies out here and they let me know as soon as something becomes available," said Armstrong. "The vendors can tell you about high traffic areas etcetera, but you still have to know your market as far as where your members are located and where they are more likely to be."

A name awareness survey after the campaign's run revealed consumers' awareness of Mission FCU among all financial institutions in the San Diego area rose from seventh to fifth, with only big bankers occupying the top four slots. "We saw a membership and loan spike as well, but I can't directly attribute that to the campaign. Everyone says word of mouth is the best advertising, but if you don't find a way to reinforce your name and your image then you won't get the word of mouth," said Armstrong. "A friend can suggest you go to Mission Federal and you may or may not act on that. But if you're out doing errands and you see the Mission advertising it reinforces your friend's advice and how it works is you head into a branch and say my friend told me to come in."

With the understanding that accurately tracking awareness campaigns can be challenging, VCCU tapped into technology and created an exclusive alternate Web site, myvccu.org, for its outdoor ads.

"One of the things we discussed was tracking so Aubrey & Associates helped us set up an alternate Web site and 800-phone number," said Carr. "They are still directed to our home Web site of vccuonline.net, but we can track the alternate channel. It's made the outdoor campaign very easy to track. The alternate phone number does the same thing. It is a more effective tracking method than asking members how they heard about us." -mdigiovanni@cutimes.com

Instant Insights /

Some Credit Unions Look `Outside' to Make Marketing Message Stick with Members

Related Stories

Recommended For You