East London Credit Union

About

The East London Credit Union (ELCU)- is a financial co-operative providing competitive savings and loans and open to anyone who lives, works or studies in Waltham Forest. The organisation had recently invested in financial technology which would give its members 24 hour access to online accounts, the first fully automated credit union in England.

In preparation for this change ELCU had rebranded and introduced a new selection of loan and savings products as well as moved to new business premises.

Marketing Challenge

Credit unions in London can suffer from perceptions about what they offer and who they appeal to and the ELCU was no exception. The company’s CEO Michelle Howlin wanted to i) Dispel outdated perceptions or misunderstandings of what a credit union is or does ii) Reinforce ELCU as part of the fabric of the local community iii) Establish ELCU as a real alternative to be considered in terms of loans and savings options, with highly competitive rates and benefits, on the high street.

Approach

To Market devised a 12 month marketing plan and implemented it through the theme of ‘Taking a credit union to the heart of the community through real stories that communicate the everyday help it provides”.

This comprised of a Streetliner bus campaign covering Waltham Forest and its environs supported by print advertising in local press and magazines. Additionally, engagement was made and maintained with community networks and influencers active online. To Market devised the creative and managed all media booking and management together with social media and email marketing throughout the period. A promotional film featuring the credit union team was also created.