ACFCU

The Challenge

When this community financial institution first came to Arlington Strategy, they were looking to better understand their audience and more effectively speak to their customers and the community about their mission, the benefits of membership, and their products and services. They had recently rebranded, and as an organization with a diverse addressable market and a wide range of product and service offerings, they needed to figure out how to deploy the new brand with distinct target audiences in a resonant way.

The Solution

Some of our early work with the credit union included market research on their demographics, market conditions, and industry trends, and an audience assessment survey to capture the attitudes, beliefs, and behaviors of existing clients and identify what brand and product messages are appropriate for different markets. We were then quickly brought on board as ACFCU’s Agency of Record, providing the entire range of marketing services: messaging; social media strategy and management; campaign planning and execution; digital and direct mail marketing; creative concepting and design; ad buying; and support services including tracking and reporting of metrics.

We deployed dozens of comprehensive creative campaigns in support of ACFCU’s business and organizational goals: brand awareness campaigns, designed to promote key messaging, which worked in tandem with product and services campaigns to support membership and product growth targets.