While San Diego County Credit Union was experiencing a steady flow of requests for home loans, the company knew that many customers and non-customers weren’t aware that SDCCU offered such a service. As a result, people were applying for home loans out of state rather than seeking help from the local credit union.
SDCCU called in Advanced Marketing Strategies to create a five month radio campaign that extended from spring to fall, 2008, with spots placed on more than half a dozen stations.
Designed to reach men and women 25 to 54 years old, the ads featured two young men talking outside while they were getting their mail and seeing more out of town applications for home loans. The ad emphasized the benefits of getting a home loan from SDCCU, including convenience, competitive rates, and the company’s 70-year history in San Diego County.
According to AM Strategies, the radio campaign took place at a time when the home loan industry in general was in a slump, so the 20-percent increase that SDCCU realized in home loan applications was especially significant.
While the ad campaign was supported by e-mails and statement stuffers, staff at SDCCU knew that the radio messages were working. Customers who called or came into the branches told them they had heard about their home loans on the radio! The radio spot created awareness about a department of SDCCU some were unaware even existed, exhibiting the effectiveness of advertising on radio.
The purpose of the annual SDRBA EAR (Effective Advertising on Radio) Awards is to recognize and celebrate the effective use of Radio as an advertising medium. Entries are evaluated primarily on their effectiveness and measureable results.
Posted under EAR Award Winners
Posted by Nikki on October 28, 2009
