Objective
Mustang and Ventura County Credit Union (VCCU) have been working together on PR efforts and marketing campaigns since 2009. Since partnering up, Mustang has implemented a number of campaigns for VCCU, and our “Below Average” campaign is one of our favorites. For this campaign, VCCU came to Mustang with a clear goal: increase registration rates for VCCU credit cards.
Campaign
Having worked with the credit union for a while, Mustang decided to test out a pretty cheeky approach, spinning VCCU’s low interest rates into a “we’re below average” mantra. After careful internal vetting, VCCU signed off on the concept and Mustang got to work implementing the campaign.
At each VCCU branch, our efforts included “Below Average” T-shirts and pins for employees, giveaways (members who signed up for a credit card also received member versions of the “Below Average” T-shirts), and a variety of signage. To extend the campaign’s reach beyond the branches themselves, we also developed and implemented social media posts, website content, e-blasts, statement stuffers and ads through local media outlets.
Results
The “Below Average” marketing campaign was a huge success. VCCU saw a 40% increase in credit card registration — and had a ton of fun. Others apparently agreed, as Mustang won a Graphic Design USA award for the campaign!
Mustang has since worked on a variety of campaigns for VCCU, including the #thatsmyVC campaign and a Summer of ’17 campaign.
“Mustang is skilled in everything from drafting press releases and editorial features to pitching story ideas and managing media relationships. They have delivered consistently exceptional results for us, and it is an honor to recommend them.”