Client:
cabrillo Credit Union
Objective:
POSITION CABRILLO AND ITS UNIQUE RELATIONSHIPS WITH BORDER PATROL MEMBERS AND BENEFITS
Campaign:
CREATE STRONG BROADCAST AND PRINT OUTREACH TO SAN DIEGO COUNTY, WITH EMPHASIS ON MEMBERS OF BORDER PATROL
Results:
DRAMATIC INCREASE IN MEMBERSHIP AND INCREASED AWARENESS OF FINANCIAL ACUMEN AND MEMBERSHIP BENEFITS FROM A CREDIT UNION
Brief:
Over the past three years, BERKMAN Strategic Communications has positioned CEO and Senior VP of Marketing, as spokespersons for Cabrillo Credit Union. This organization has at its core, thousands of Border Patrol families as members. CEO has appeared frequently on TV, radio and in print, discussing a wide variety of financial issues to assist our community with a greater and more tangible understanding of money management. Cabrillo Credit Union is the only Credit Union to offer a fully guaranteed “paycheck” for its government employees who face government shutdowns. This situation has occurred three times, providing our CEO with the opportunity to be a media spokesperson about this situation and protection of paycheck to its Member/Owners.
Our campaign has garnered an increase of thousands of new members, as well as raising the entire profile of this Credit Union in our Region. In addition, we have created significant awareness in Arizona and Texas, as these states have a plethora of Border Patrol officers and families. TV, prints interviews were liberally generated, touting the capabilities of Cabrillo Credit Union. We created over 12 videos highlighting financial education and membership benefits. We created a quarterly video from our CEO sharing the “state of the organization” announcing newly created financial programs benefiting Member/Owners. These video received high praise, generating a very strong response from Cabrillo Credit Union members.