A collaborative effort to drive membership growth.
American 1 Credit Union (A1CU) has served Southeast Michigan with low-cost, everyday banking for more than 70 years. Prior to partnering with ddm, the credit union had a membership of about 60,000.
Challenge
American 1 engaged ddm to develop and execute an annual digital marketing strategy to increase membership. The credit union hoped to accomplish this through the adoption of everyday banking services versus relying solely on promotional auto loans. While the work with ddm was to focus primarily on increasing membership, supplementary promotions were also incorporated throughout the year.
solution
ddm’s approach is collaborative—A1CU knows its customers best, and we know how to reach them. Together, we developed a plan to engage their audience, create compelling communications, and put those things into action.
To accomplish the goal of increasing A1CU’s membership, our team concentrated on positioning the credit union as simple and convenient personal banking that’s focused on providing value to its members.
We executed an annual plan with three flighted campaigns that touched on awareness, consideration, and conversion. Each had slightly different targeting layers based on the campaign focus: everyday local/brand; college students/first careers; auto loan customers/prospects
Results
A1CU increased memberships to 62,373 in 2022, which is nearly a 3% increase over the previous year.
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