Listerhill members
have more fun(ds).
How can we get you a Loan?
Recently, our friends at Listerhill Credit Union asked us to help them with a very particular problem. They needed to loan out some serious cash.
Agency Services
Campaign Development
Paid Media Management
Scripts & Storyboards
Direct Mail Creation
Collateral Design
Digital Media Design
The Situation.
With a surge in deposits and a slowing economy, Listerhill’s books were getting a bit out of balance. They needed to grow loans in a major way. Lucky for us, sticking to the altruistic bent of their organization meant some of that cash would be flowing back to those originating the loans. That, and some very low rates, gave us the hook we needed to get a winter of negative loan growth moving in the right direction.
The Solution.
Our campaign, Loans That Pay You Back, got the point across fast and highlighted the key benefit of the loan drive. Through consistent visuals, clever copy and smart deployment, our marketing efforts made it rain. Probably one of the most successful efforts in W/S history, we blew past every goal the Listerhillionaires had by a country mile.
The Recognition.
MAC Awards
Comprehensive Campaign / GOLD
Online and Print Advertising / GOLD
Direct Mail / BRONZE
Broadcast Video / BRONZE
Broadcast Radio / BRONZE
CUNA Awards
Outdoor / Diamond Award
The Strategy
The pandemic had taken away a whole lot of options for fun. No crowds, no restaurants, no concerts. As a result of lockdown and social distancing, people were turning their focus toward their homes and their families. What better time to get that boat you’ve been looking at? Fixing up the homes we were all cooped up in and finding outdoor activities became huge. We used everyone’s desire to escape as a backdrop for showcasing what Listerhill’s great loan product could do for its members.
“Since April (2020), Listerhill has seen a remarkable resurgence in our loan growth. In the first eleven weeks of the campaign, our branches have exceeded their loan goals seven times. We have given back nearly $420,000 to our members, and Wier / Stewart has been an integral part in helping us share that message to our local communities. Even when branches were operating as drive-thru only due to the pandemic, we saw loan growth beyond our hopes or expectations!”
— Drew Edwards, Listerhill Credit Union
#Goals
We love clearly defined goals and Listerhill had a few. From a high-level, they wanted to increase consumer loans by at least 10% over the 2019 numbers. They also wanted to create opportunities to cross-sell services and products to their members. Specifically, the credit union wanted to do $87.8 million in consumer loans with $78.9 million coming from new consumer loans. Then, they wanted the member giveback to reach $1 million. Well then.
The Plan
First, the team at Listerhill met with cross-sectional teams to identify opportunities and set goals. They gathered feedback from frontline folks as well. Ultimately, the credit union landed on the offer of a cash giveback of 1.5% on new consumer loans (auto, personal, recreation) for new loans. Then, they needed an agency (wink) to help them get the word out.
Results
It was a doorbuster. The campaign helped generate $103.8 million in consumer loan volume. And, $83.4 million in new consumer loans. But you know who really won? Their members. The giveback number hit $1.25 million before the end of the campaign.
The Creative
“In a year filled with pandemic potholes, our friends at Wier/Stewart helped us shape creative, timely, and compelling messaging for a loan campaign that HAD to work. They came up with thoughtful designs and campaign elements that were extremely effective and also allowed us to retool our campaign to reflect changes to economic conditions in our market. I appreciate how flexible, positive, and supportive Wier / Stewart continues to be at a time Listerhill is dedicated to growth.”
— Drew Edwards
Improv Time.
Due to covid, what once was to be a sprawling outdoor shoot replete with nature scenes and people enjoying time together turned into a highly branded, safely executed study in brand and “doing more with less.” Turned out pretty great, all things considered. We even shot a v.2 when changes in the market dictated a shift in messaging and product.
Dominating in Digital.
Listerhill’s instantly recognizable display ads broke through the clutter online. By constantly optimizing our assets, we moved the needle with our target audience so far we had to cut back our flights.
The Payback? Over $1,250,000.
That’s 25% over goal (which, to begin with, was downright audacious). Major bang for the buck, lots of loans started or moved and a whole bunch of happy members.
