Change the public perception that Marine Federal Credit Union is restricted to military only and get civilians to consider them for their banking needs.
With a name like “Marine Federal” it would be a challenge to change the inherent public perception that the bank catered to anyone other than the military. HTC was asked to come up with a campaign that would get attention and educate the public about their offering.
After much consultation, our firm made the recommendation to do a billboard campaign in high traffic location, as well as a targeted ad campaign to get the needed reach. The campaign utilized military lingo for headlines and photos of everyday people, coupled with marines in the background. We also developed the tagline, “you don’t have to be a marine to be a member.” After launching the dynamic campaign the credit union saw a significant increase in non-military membership which helped them gain the new marketshare they were after.