Family First Credit Union | Linden Digital Marketing

Year over Year Success, and Continuous Growth Among New Generations

Background

Family First Federal Credit Union (FFFCU) is a community-focused financial institution dedicated to providing personalized banking services, financial education, and tailored lending solutions. FFFCU has been a long-standing client of Linden Digital Marketing, consistently leveraging digital marketing to drive new memberships and increase sales of their core financial products. While expanding their reach to younger demographics is a newer initiative, the primary objective has always been to enhance overall growth and improve membership acquisition through a strategic multi-channel approach.

Objectives

The primary goal was to drive new memberships and increase sales of FFFCU’s core products by developing a full-funnel strategy integrating multiple digital channels. Specific objectives included:

Growing website traffic and conversions
Increasing membership applications and engagement with key financial services
Enhancing brand visibility and customer acquisition across all demographics
Improving key performance indicators (KPIs) such as click-through rates (CTR), cost per acquisition (CPA), and conversion rates across all platform

The secondary goal was to increase memberships among emerging generations (younger millennials looking to purchase homes, older Gen Z entering the home ownership market, and younger Gen Z looking for student based banking products.

1. Multi-Channel Digital Marketing Approach

To create a seamless funnel, we strategically integrated multiple platforms:

Meta Ads (Facebook & Instagram): Focused on top-of-funnel brand awareness with engaging video and carousel ads highlighting FFFCU’s core financial products and membership benefits.
Google Ads (Search & Display): Targeted high-intent users searching for financial services, utilizing branded and non-branded search ads, display remarketing, and localized targeting.
SEO Optimization: Improved website content and technical SEO to enhance organic search rankings, ensuring a strong presence for relevant financial queries.
Hulu/Disney OTT Advertising: Expanded awareness with high-quality, programmatic video ads placed within streaming services, driving users to visit the website and explore membership options.

2. Funnel Optimization & Audience Targeting

Awareness: OTT video ads introduced FFFCU’s value propositions to a broad audience, generating brand recognition. These ads reach viewers in their living room and settle into the subconscious for later retrieval.
Consideration: Retargeting efforts across Meta and Google Display nurtured engaged audiences, providing more detailed service benefits.
Conversion: High-intent search campaigns and optimized landing pages streamlined the application process, reducing drop-off rates and increasing conversions. These ads reach users when they are ready to become customers, and guide the user quickly to the correct location to convert seamlessly.

3. Data-Driven Optimizations

Weekly bid adjustments and keyword optimizations ensured maximum efficiency in Google Ads.
Meta audience segmentation tested different ad creatives and placements to refine targeting. Low performing ads were paused or retired. New ad creative was refreshed to retain engagement, and meet changing trends in media consumption. These ads were also refined on a consistent basis to remain relevant among an increasing landscape of competing ads.
Performance tracking through Google Analytics and platform-specific metrics informed iterative improvements. Increases in landing page traffic and conversions signaled a success higher up in the funnel.

The Results.

👤

Total Users increased 6%

📋

Total Conversions increased 130%

🖱️

Click-to-Apply actions increased 66%

🤝

Contact Requests increased 86%

🛎️

Request Appointment actions increased 108%

🏡