Cornerstone Creative
JFG started working with CCFCU in 2015.
As the region’s largest credit union, Cornerstone CFCU is at the heart of all things Niagara County – and is now reaching into Erie County as well. When Cornerstone first approached JFG, they wanted to reach out to the next generation of potential members and show them how they would be there for them in all phases of their lives.
JFG has worked with CCFCU on overall branding initiatives, marketing strategies and quarterly promotions that included TV, radio, on-line marketing, direct mail, print advertising, statement stuffers, internal branding, posters, outdoor, website development, landing pages and more.
Life’s a Journey
2016 Campaign
Objective:
Generate awareness for the credit union and showcase that Cornerstone will always be with you on your life’s journey – no matter what stage of life you are in.
Creative Approach:
Use of all lifestyles visuals to showcase the “journey” of life through Cornerstone. We wanted to show that they would be with you when you needed a loan for college, when you bought your first car, when you built your home, and when you were saving for retirement. It was important to show everything the credit union offered so potential members would understand they could stay with them throughout their personal journey in life. Because, no matter where life takes you, Cornerstone is there.
Tactics:
- Creative Theme Development
- TV Commercials & Media Placement
- Digital Ads
- Annual Report
- Billboards
- Website Assets ( Banner & Landing Page)
- In-branch collateral material
results:
- 1.9% increase in loan applications
- 2.4% increase in membership
- 11% increase in website traffic
- 5.1% ad click through rate
Come grow with us Campaign
2017 Campaign
Objective:
Cornerstone was growing – with new branches and in overall membership – and wanted to invite potential members to join with them in the growth. They also wanted to feature some of the key reasons to chose Cornerstone for your financial needs.
Tactics:
- Overall Theme
- TV Commercial & Media Placement
- Direct Mail
- Annual Report
- Print ads
- In-branch displays
CREATIVE APPROACH:
Because the credit union had such strong roots in the community – and was continuing to grow – we wanted to show this growth visually using growing grass on all materials, and focusing our message on their commitment to the community. We also wanted to show that growth in terms of a young investor using the credit union to help achieve her dreams.
RESULTS:
- 1.8% increase in loan applications
- 2.7% increase in membership
- 9.6% increase in website traffic
- 3.7% ad click through rate
Need a Loan?
2018 Campaign
Objective:
Membership growth and deposits had increased so dramatically from the previous two campaigns that Cornerstone decided to focus exclusively on increasing loans. They wanted to reinvest in the community by having members do the things they had long dreamed of doing.
CREATIVE Approach:
For this campaign, we decided to take a very stylized approach with colorful graphics versus stock or original photography as in years past. Meanwhile, the message focused exclusively on getting a loan and picturing certain things in your life when you did – renovations, car loans, vacations, college and more.
Tactics:
- Creative Theme Development
- Illustration
- Annual Report
- Digital Ads
- Billboards
- Website Assets (Banner & Landing Page)
- In-branch collateral material
RESULTs:
- 3.1% increase in loan applications
- 8% increase in website traffic
Additional Creative Samples
The following are some other samples of the work we have created for Cornerstone over the past 5 years. Some became mini-campaigns, and others were one-off projects.
60th Anniversary
In 2016, Cornerstone celebrated its 60th anniversary and wanted to thank all of their members – past and present. JFG suggested interviewing various members – young and old – to get their perspectives on what the credit union had meant to them. What followed was a mini-campaign of materials that were used for the annual meeting, including a thank you video; TV commercials, annual report; and in-branch posters.
Wherever Life Takes You Campaign
DESCRIPTION:
- Cornerstone was looking to attract younger members, so we first went out for “on the street” interviews where we talked with teenagers and young adults.
- The result was a campaign that was partially created by younger kids to address their needs and concerns.
Collateral Materials
DESCRIPTION:
- When we first started working with Cornerstone, our first goal was to unify all the materials they were using. Because they had all been designed at different times, there was no continuity.
- The result was a new brand identity – establishing colors, fonts and imagery that then acted as the boundaries for all creative endeavors.
Quarterly Promos
DESCRIPTION:
- Cornerstone runs a lot of different programs – from refer a friend to kid’s clubs and more. As such, they need creative and eye-catching ways to get the message across.
- JFG established a look and feel for each of these promos, including revamping their kid’s club mascot (Joey).
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