UT Federal Credit Union retained Rick Laney Marketing to develop a completely new marketing strategy, craft all new messaging, create a new website and launch the largest advertising campaign the credit union had implemented in more than a decade.
Rick Laney Marketing developed a comprehensive strategy that targeted new demographics and introduced the credit union to a profitable new audience. The primary messaging focused on the fact that credit union members become owners of the credit union the moment they open an account — and ownership comes with privileges.
The campaign included billboards, print ads, television commercials, a new website, radio ads and a public relations campaign.
During the course of the integrated campaign, UT Federal Credit Union advertising reached its targeted audience more than 24.5 million times. Some elements of our UT Federal Credit Union campaign are highlighted below.