St. Mary’s Credit Union is an established credit union based in Marlborough, MA that focuses on what is best for their members. To ensure members were maximizing their value, St. Mary’s chose to draw attention to an enticing, yet already existent, product line.
St. Mary’s challenged Stackpole to reposition their Home Equity Line of Credit (HELOC) program with an edgy campaign, unique to those in past marketing techniques. Although St. Mary’s offered a competitive rate; it was not the lowest amongst other credit unions and, therefore, desired an attention-getting campaign to make nonmembers want to be “in” the St. Mary’s community.
The strategy introduced an unconventional print and radio campaign, portraying to both potential and existing members, that anyone can utilize a HELOC. Highlighting the competitive rate and making light of having money at your fingertips, showed members that the product could be used as a mechanism for consolidating current debt to a lower, less expensive rate, starting projects, or making large purchases.
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