DMW DIRECT CREATES MULTICHANNEL BRANDING CAMPAIGN FOR TRUMARK FINANCIAL® CREDIT UNION
Campaign leverages insights from consumer research to raise awareness
WAYNE, Pa. — September 29, 2010 — When Trevose, Pennsylvania-based TruMark Financial® Credit Union made the strategic decision to sharpen its brand image, it turned to full-service direct response advertising agency DMW Direct for expert help.
TruMark Financial fielded a brand awareness research study to gauge target audience perception of TruMark Financial, relative to competitors. The study also elicited input on overall perceptions regarding banks and other financial institutions, including credit unions. The research study revealed that TruMark Financial had two distinct image problems: very low brand awareness and an unfocused brand profile among target audience prospects. The research also confirmed the anger that consumers felt toward banks as a whole, especially those deemed "too big to fail" and those that took government bailout funds.
DMW Direct incorporated these and other consumer insights into the development of a new branding campaign. Working closely with TruMark Financial, DMW Direct created a bold multichannel awareness effort that spotlighted the luxurious lifestyle that "big bank CEOs" lavish on their families, at the expense of their customers. The campaign, built on a foundation of television commercials, also included print, out-of-home, radio, and online marketing components.
A post-campaign survey indicates that results far exceed initial expectations, delivering a nearly 200% increase in awareness of the TruMark Financial brand.
"The team at DMW Direct impressed us with how they integrated consumer insight into the creative to really drive home key messages," said Edward Kroznuski, Vice President of Marketing for TruMark Financial Credit Union. "Our success is a result of the culmination of several factors – high-quality production, thorough research, amazing creative, and effective media placement."
Wendy Vagnoni, Creative Director at DMW Direct, added, "Working in synch with the team at TruMark Financial, we were able to tap into consumer passion and anger, successfully defining TruMark Financial Credit Union as the trusted solution – a smarter alternative to the big banks."
Television commercials can be viewed by visiting http://trumark.com
About TruMark Financial® Credit Union
A full-service financial institution with its headquarters in Trevose, PA, TruMark Financial is a not-for-profit cooperative that has been dedicated for more than 70 years to helping its members reach their optimal financial well-being. Since 1939, TruMark Financial Credit Union has grown to be a leader in the credit union industry by providing savings, transaction, and credit services solely for its members. TruMark Financial has more than 90,000 members and $1.2 billion in assets as of December 31, 2009, ranking it among the largest credit unions based in the Commonwealth of Pennsylvania. Eligibility for membership in TruMark Financial includes people who live, work, worship, go to school, or volunteer in the Southeastern Pennsylvania counties of Bucks, Chester, Delaware, Montgomery, and Philadelphia. Visit TruMark Financial’s Website at http://www.trumarkonline.org.
About DMW Direct
DMW Direct is a full-service direct response advertising agency with offices in Wayne, Pa., Plymouth, Mass., and St. Louis, Mo. The ECHO Award-winning firm — which ranks among the prestigious Advertising Age "Top 50 Direct Marketing Agencies" — provides strategic counsel and planning, creative, data analytics, broadcast, media, production, fulfillment, and interactive/multi-channel direct response marketing solutions. Industries served include insurance, financial services, consumer products, B2B, and non-profit. DMW Direct’s Chairman, Warren Hunter, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com.
