Tower Federal Credit Union

Smart Spending

 Challenge: To design a multi-channel marketing campaign to help stay relevant to members (ages 17- 32).

 
 
 

Team members: Nicole Haskel, Isabella Vallefuoco, Tram Vo, Kayla Wolff, Lindsay Haimm, and Dani Artola

My Role: Redesigned the app, created campaign advertisements and assisted in campaign ideation

 

  • 01. Situational Analysis- Tower FCU

    • Member owned non-profit financial institution and largest federal credit union in Maryland

    • Free financial counseling and free financial seminars

    • Financial well-being of its member-owners through keeping rates fair, fees low and deposits safe

  • 02. Research

    • Millennials are searching for self-service and convenience

    • Value face-to-face interaction

    • Strong digital presence

    • Gamification triggers internal desires through game elements and experiences

  • 03. Strategy

    • Rename the checking account as the spend account

    • Gamify the spend account

    • Redesign the Tower FCU app

    • Implement experiential marketing

  • 04. Media Plan

    • “Break the Bank” experiential marketing promotions

    • Twitter and Instagram

    • App redesign promotions

    • Out-of-home advertising signage

Awarded first place for our campaign in the final class competition against five other agencies!

 

App Redesign

We streamlined the interface and integrated gamification to keep users coming back to the app. To cater to millennials we made the following additions:

  • All-inclusive budgeting tool

  • Personalized homepage

  • Live chat with financial counselors

  • Daily recommendations to improve financial literacy

  • Challenges and rewards

  • Goal setting

Experiential Marketing
To encourage consumers to visit Tower FCU banks in person, we will run a “Break The Bank” event. At this pop-up, members will have one shot to break a tough giant piggy bank and claim the prize within.