Credit where credit is due.

Union Square Credit Union
02.02.2022

You’ve locked in today’s customer base.

In 65 years, you’ve built a loyal following. ‘More like family’ is about to find a whole buncha new members.
‍
Pass the biscuits, fam. Because more is more. Check it.

Credit where credit is due

You’ve got a good thing going.

Killer 3.51% checking account earnings
Strong auto and mortgage loan programs
Robust and growing membership across North Texas
Established lively personality in media outlets

Now let's level up.

And capture those new members with one of your best assets: CHECKING.

‘Age before beauty’?
Take a backseat on this one.

Level up by leveling down (on age)

And attract a new, younger generation of Union Square devotees.

Increase membership and loyalty with younger demo
Identify and enhance market perception
Deep dive discovery on younger target demo
Adjust strategy to meet demo where they are – social and streaming
Resonate with demo’s day-to-day challenges

Real recognize real.

Forget the glossy facade. People used to connect with brands,
now they connect with the people within the brand.

Build on brand equity. Bolster story impact.

Lead with the value that a new generation of Union Square expects.

Build storylines around younger demo discovery
Reaffirm Union Square as THE place to do checking
Create fun, engaging content around financial literacy to
teach, tailor and take control

Your demo is smack in the middle of a generational split.

How GEN Z consumes media

Not a news flash here, but Gen Z is connected. And not in a casual way.

97% of Gen Z is using a video streaming platform in a typical week – we’re talking YouTube, Spotify, Netflix and Hulu
95% are on a social media app or site at least once a week
46% have passed on purchasing something because the site was too challenging to use

How GEN Z handles the $$

Gen Z has some pretty big opinions about money – and goals. But there’s a confidence gap to bridge when it comes to financial decision making.

54% of Gen Zers are saving more since the pandemic began
39% have opened an online bank account
38% have opened an online investment account
–the desire to build equity is there
36% do not feel prepared to make financial decisions

How Millennials consume media

Millennials are mostly visual buyers and learners. They’ve been conditioned to buy from a screen – skipping over bulky text and marketing jargon.

Roughly 88% of Millennials are using video streaming platforms regularly
75% say social media enables them to interact with brands and companies
60% use social media for customer service

How Millennials handle the $$

Millennials are more practical about their money now than rumors will have you believe. But they’re still learning – and trying to clear the debt hurdle.

73% of Millennials are saving
76% say debt is keeping them from their financial goals
75% percent are not confident about their current financial situation

Winning Millennials is not just about Millennials.

Keeping all generations in mind is key.

Win 'em with campaigns

A structured, actionable quarterly campaign format will:

Educate, educate, educate (so that you can promote, promote, promote
– in THEIR language on THEIR terms)
Use brand truths to earn trust, push programs and convert members
Leverage content generation to build a community around your brand

We got you.

At BT, we specialize in strategy and creative development.

Consultative creative partnership
Expertise and experience in the credit union space
Campaign chops with video-forward brand storytelling
All around good humans who make the work matter