HUNTINGTON BEACH, Calif. — How do you reach Boeing employees and new members in Surf City?
For nuVision Financial Federal Credit Union the answer is launching two distinct campaigns simultaneously.
Extensive research and brainstorming sessions with the credit union's ad agency, Simon + Associates Advertising, revealed that the credit union serves two very distinct and different audiences: the faithful employees of what used to be known as McDonnell Douglas, which is now Boeing and the community of Huntington Beach, which is now officially known as Surf City USAsm.
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"It's been quite a challenge," nuVision Financial Marketing Manager Albert Eisel said. "Our Boeing members will always be an integral part of our membership that we want to retain, while at the same time, we want to reach out to the community of Huntington Beach. We wanted to find a way to strike a balance and appeal to both segments. The ultimate decision was to create two distinct components within the promotion."
According to S+AA Vice President/Executive Creative Director Jane Simon since the two groups had such strong characteristics that could not be addressed with a single-themed campaign a split into two different creative themes was the only solution. For its Boeing employee members, that meant nuVision had to take them on a trip down memory lane by playing up the theme of "Remember When? It's Here and Now." The promotion pays homage to the days of McDonnell Douglas offering not only commemorative McDonnell Douglas pins, but also a chance to win memorabilia to those opening checking accounts or making a referral.
The credit union has taken these steps to assure Boeing employees that, as nuVision Financial looks to the future, it has and will continue to provide the same service as it did in the days of McDonnell Douglas.
For Surf City, the credit union zeroed in on its designation of being named the Official Credit Union of Surf City USA by offering an official Surf City USA t-shirt to those opening new checking accounts or making referrals.
A grand prize of a $2,500 shopping spree to Huntington Beach's new Bella Terra Mall ties both promotions together.
The campaign is slated to run through the end of November.
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