Integrated marketing drives member awareness for Michigan First
Michigan First Credit Union was founded in 1926 and has current assets of more than $500 million and 75,000 members.
Challenge: Michigan First Credit Union was looking to grow its membership base, create awareness in its local market (44 metro Detroit communities) and connect with current and potential members online. In addition, the credit union was preparing to roll out a new online banking service.
Solution: Airfoil, in conjunction with Michigan First, developed and executed an integrated marketing communications plan, blending media relations, social media and digital in
itiatives. Marketing materials were created for the launch of an online banking landing page featuring a how-to video tutorial. To drive traffic online and to the branches, Airfoil created e-mail blasts, posters, statement inserts, static and flash Web site banners, and presentations for in-branch plasma screens. Airfoil also promoted the launch on Michigan First’s Facebook and Twitter pages by sharing links to the video tutorial and industry articles highlighting the benefits and role of personal finance tools in financial planning.
itiatives. Marketing materials were created for the launch of an online banking landing page featuring a how-to video tutorial. To drive traffic online and to the branches, Airfoil created e-mail blasts, posters, statement inserts, static and flash Web site banners, and presentations for in-branch plasma screens. Airfoil also promoted the launch on Michigan First’s Facebook and Twitter pages by sharing links to the video tutorial and industry articles highlighting the benefits and role of personal finance tools in financial planning. Results: Within three months, there were more than 9,200 visitors to the Michigan First online banking landing page and nearly 2,500 viewed the tutorial video. During that same time, more than 21,500 members registered for the new online banking service and have used the new system nearly 250,000 times. In a short period of time, Airfoil assisted Michigan First in online member and influencer engagement, answering member service questions and providing insights to financial industry reporters. The integrated marketing program resulted in increased awareness through print and broadcast media coverage in The Detroit News, Oakland Press, Southfield Eccentric, WDIV-TV (NBC) and WJBK-TV (FOX), as well and key financial publications, including the Credit Union Times and Credit Union Journal.