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CAMPUS USA Credit Union
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Credit Union Marketing Strategy Boosts Growth for CAMPUS USA
In 1935, CAMPUS USA became the first credit union on a U.S. college campus. Since then, this not-for-profit organization has grown to serve more than 100,000 members worldwide from 20 locations in Florida.
In an ongoing effort to expand membership, and thus opportunities for members, CAMPUS strives to maintain a dialogue with the communities it serves about the economic and service advantages it offers. Chartwell has partnered with CAMPUS to produce standout creative while conveying the unique benefits of being a member/owner of a credit union, rather than a customer at a conventional bank. These marketing communications are grounded in a solid brand identity previously developed with Chartwell.
As the country began turning the corner on the COVID crisis, CAMPUS looked to Chartwell for forward-looking, inspirational messages, which at the same time, reinforced visibility and generated income.
Solution
The Chartwell team developed several campaigns to promote various CAMPUS products featuring light-hearted, upbeat imagery, with an underlying message of “freedom.” The campaigns capture a feeling of anticipation of returning to a more carefree lifestyle. Vehicles included digital and social ads, direct mail pieces, ads in key regional publications, and in-location promotional materials—all with strong differentiators and calls to action.
Outcome
The partnership between CAMPUS and Chartwell has been very successful. Even with the unexpected economic challenges during the pandemic, CAMPUS has managed to thrive, and is opening two new locations in 2021. CAMPUS has indicated that Chartwell’s expertise in credit union marketing and creativity has been instrumental in its recent growth.
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