Winner: APCO Worldwide - Missouri Credit Union Association Bank on MOre
The Missouri Credit Union Association (MCUA) engaged APCO to develop, design and execute an integrated communication campaign to raise consumer awareness about credit unions and their services, with the goal of growing membership at participating credit unions in Missouri.
APCO brought the Bank On MOre brand to life through earned and paid media and through a campaign website and social media channels. They empowered participating credit unions to become brand ambassadors by training credit union CEOs and communication staff in each market. Trainings focused on social media literacy and practice. Topics included the importance of social media to business strategy, customer service, writing for the web, monitoring, paid social media and best practices for each platform.
The campaign culminated with an attention grabbing “event,” branded “Make the Switch Week.” The week (October 14-18, 2013) featured print advertisements, branded collateral such as T-shirts and Halloween bags, homepage takeovers of both stltoday.com and kansascity.com and two flash mobs.
Impressions and click through rates for campaign ads were well within the industry standards—especially for the creative concepts that emphasized the financial benefits of credit unions. The campaign generated 296 million impressions, which included radio, display, SEM, outdoor, and Facebook; in addition, the client has noticed an increase in credit union membership on the ground over the past year.
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