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Financial Services

First Community Credit Union of Houston

OVERVIEW:

It’s essential for any successful business to have a great team in place. For First Community Credit Union of Houston, TX, having a successful team took on added meaning, as First Community serves as the official credit union for the NFL’s Houston Texans. In fact, one of First Community’s core products borrows the team’s name: Texans Checking. For a marketing campaign designed to boost awareness and account membership for that service, the credit union and its advertising agency, You Squared Media, worked with Comcast Spotlight to develop a TV and digital advertising game plan.

STRATEGY:

Based on results from prior marketing campaigns and the demographics of the credit union’s checking account members, a target audience was identified for the Texans Checking campaign: adults 25-54, particularly sports enthusiasts and those who were big Texans fans. First Community featured Texans linebacker Brian Cushing in its commercials, extolling the benefits of credit union membership. That meant a heavy dose of live sports programming on networks like ESPN and NFL Network. In addition, messages highlighting the credit union’s interest rates and home improvement loans aired on a cross-section of channels including the sports networks as well as ABC Family and Lifetime to reach additional audiences, including families. Digital video advertising reached even more prospective members with in-banner and pre-roll messages on Xfinity.com.

SUCCESS:

First Community Credit Union’s video advertising campaign scored big, achieving its goal of driving new checking account memberships: the Texans Checking program grew to more than 100,000 members.