Making Sense of Millennials with Centra Credit Union

The Challenge

Centra Credit Union is a heavyweight in the Midwest’s financial circuit, but in an industry where half the people court two or more financial institutions, brand loyalty is hard to maintain. Couple that with the fact that the average credit union member is 47 years old. How could Centra attract that cool 25 to 40-year-old?

How We Made Noise

By helping members take control of their money, they felt empowered to make better financial decisions. Video, outdoor, social, even in-branch POS reminded younger prospects and members that while “Adulting is hard, Centra makes it easier.”

This kind of “noise” drove a flurry of inquiries and a whopping 20% increase in millennial membership. Segmentation drove message clarity and efficiency.

About The Miller Group

The Miller Group is a woman-owned, creatively led, strategically driven digital advertising and marketing agency.