End-to-end acquisition campaigns for a credit union, from the offer and creative to paid media, organic content and the member journey.
Campaign strategy, offer development, creative direction and execution.
I built a credit union's jersey campaign end to end, from the offer and promotion to creative, organic distribution and paid advertising. The campaign sat within a wider acquisition program covering paid social, Google Ads, financial education content and print/mail campaigns.
As Marketing & Communications Manager, I brought advertising in-house and introduced full-funnel application tracking. The 2025 YTD program saved $28,000 in retainer fees and recovered 20% of media spend, while cost per application fell from $40.59 in 2024 to $7.45 in 2025.
I created the offer, promotion and content, then carried the campaign through organic distribution and paid advertising. The jersey promotion outperformed standard ads by more than 7×. Its organic content generated 10,465 video plays, 43,000+ impressions and 99 new member signups.
Moving advertising in-house connected campaign decisions with application tracking. Meta generated more than 450 membership applications per month at a $15.81 cost per lead in the 2025 YTD reporting.
Sports promotions, giveaways and financial education reels gave the credit union several ways to reach prospective members. A sports sweepstakes generated 6,543 leads across its season at a $1.15 cost per lead.
Relative to standard ads.
From the jersey campaign.
Across the jersey campaign content.
Impressions from the campaign’s organic distribution.
The jersey campaign outperformed standard ads by more than 7× and generated 99 new member signups through organic content. Across the wider 2025 YTD acquisition program, cost per application was 81.6% lower than the 2024 benchmark.