Inclusiv is a national federation of community development credit unions (CDCUs) dedicated to helping low- and moderate-income people and communities achieve financial independence. The organization builds its member CDCUs’ capacity to serve their communities through technical assistance, webinars, practical tools and guides.

In late 2018, Inclusiv commissioned us to gauge mobile banking awareness, usage and interest levels nationwide and develop marketing strategies and messaging to promote mobile banking use among its member CDCU audiences. After conducting extensive IDI and quantitative research, we launched a pilot awareness program covering six member CDCUs located in four states. Inclusiv would then be well-positioned to use the results of the pilot to demonstrate a full campaign designed to convert current and prospective customers to using the CDCU mobile app.

We created customizable multi-channel campaign and toolkit materials in English and Spanish, that included print collateral (rack cards, flyers, statement stuffers, posters, direct mail postcards), video content, ATM marketing, text campaigns, banner ads, email blasts and paid and organic social media posts. The campaign generated more than 1.6 million impressions and about 8,300 clicks with an average click-through rate at a much lower than average cost per click.