BRAND STRATEGY // CAMPAIGN CREATION // TARGETING
Baby Boomers have long made up the majority of credit union membership, but bringing in younger members is vital to long-term growth. So Grail created a new campaign for Wescom to target Millennials, tapping into their wariness of “big banks” and greater affinity for community-oriented, not-for-profit financial institutions. The new campaign theme, “The Power of WE,” underscores Wescom’s ethos of ‘people helping people,’ and brings added meaning to the “WE” in the WESCOM name. We targeted Millennials where and when it would be most relevant, using geo-targeted, location-based media to reach them near Wescom branches. And we hit them with messages during key milestones when they are likely seeking a new banking relationship – graduation, marriage, new baby and first car or home purchase. Results are spot on, with account openings up significantly and half of all Wescom members are now Millennials.