Campus Federal Interaction Center
In order to embrace digital banking as consumers move online while continuing to offer important personal support, Campus Federal unveiled a new Interaction Center. With digital solutions as well as a live video teller for additional assistance, the Interaction Center offers added value to new and existing customers.
Research shows conveniently located branches are one of the most important factors for consumers when choosing a financial partner. At the same time, trends show movement away from purely traditional, transaction-based branches. Campus Federal saw an opportunity to provide members with both convenient personal and digital services by developing a physical branch that would also offer advanced technology. Zehnder worked with the credit union to develop a brand mark as well as a strategic, multi-touch media campaign announcing the Interaction Center’s grand opening in Long Farm Village, Baton Rouge. The goals for the campaign included generating awareness of the new location and increasing new membership in the surrounding area.
Zehnder developed a customized brand to communicate the Interaction Center’s innovative technology and advanced digital services to the area’s millennial audience.
Campus Federal faced the unique challenge of opening its new location during the COVID-19 pandemic. However, this also presented an opportunity to shine an even brighter spotlight on their digital side. Zehnder developed a virtual tour video and Google 360 video highlighting the Center’s key features, further engaging potential new members in surrounding areas.
Zehnder’s multi-touch media campaign included out-of-home, programmatic display, and paid social. Structured to target consumers in the Baton Rouge area, this provided awareness and frequency to powerfully attract consumers and direct them further into the funnel.
With a five-year membership goal of 2,300 member households within five miles of the location (or 964 additional members) these initial results are highly promising. The awareness campaign has had a significant impact for Campus Federal as they continue to promote and expand on their presence in the community.
During its three-month flight, Zehnder’s media campaign resulted in roughly 6,095,018 impressions.
During its three-month flight, Zehnder’s media campaign resulted in roughly 289,923 video plays.
Within the first six months of opening, the Interaction Center had 20 new members within a five-mile radius.