Centra Credit Union is a heavyweight in the Midwest’s financial circuit, but in an industry where half the people court two or more financial institutions, brand loyalty is hard to maintain. Couple that with the fact that the average credit union member is 47 years old. How could Centra attract that cool 25 to 40-year-old crowd?
The answer? Encouraging young people to make better money decisions. Make finance a little hip. Video, outdoor, social, even in-branch POS reminded young prospects and members that while "Adulting is hard, Centra makes it easier." The result: A flurry of inquiries and a whopping 20% increase in millennial membership. Segmentation drove message clarity and efficiency.