EFCU reach

The Challenge:

Driving Checking Account Sign-Ups

Memberships are a credit union’s most precious resource. With each sign-up, the credit union’s resource pool grows, allowing it to reinvest in its shareholders – the members themselves.

Erie Federal Credit Union (EFCU) approached Epic Web Studios looking to boost signups for its Checking Accounts and Dividends Plus Checking options via three different short videos.

As a community credit union, EFCU’s field of membership is broad — virtually anyone who lives, works, or studies in Erie or Crawford County, Pennsylvania is eligible to join. That translates into a potential lead base of approximately 350,000!

Epic’s task, although seemingly immense, was straightforward: to build awareness across the entire region.

The Solution:

Casting a Wide Net with Google Display Ads

If Google Search Ads are a fishing hook (with specialized lures for a particular keyword or demographic), Google Display Ads are a net — skimmed across multiple digital surfaces in hopes of stirring up a little action. They’re the perfect tool to announce your existence in the places where schools of fish are most likely to hang out.

To promote awareness around EFCU’s checking accounts, a simple Google Display Ads setup was configured and the videos were placed in relevant spaces (e.g., YouTube, Local News Organizations, etc.) Epic’s paid search expert closely monitored and managed the ads throughout their lifespan, making sure that:  

  • The videos were skippable in stream with a focus on Cost Per View (thus maximizing EFCU’s ads budget)
  • They were optimized to drive traffic and brand recognition throughout the Erie area (by showing up where Erie-area residents spend more time online)

efcu-ressults-impressions.png

The Result:

Showing Up for a Little

Over the course of about a month, Erie Federal Credit Union’s Google Ads campaigns showed up in a big way:

  • 172,092 views at an average cost of $0.02 per view
  • 49.42% of users watched the advertisement all the way through.
  • Increase of 50,000 impressions per week
  • 215 new website users exploring EFCU’s offerings 

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