Credit Union Awareness - Your Money Further
Financial Services Trade Association Significantly Accelerates Digital Presence
Credit Union National Association (CUNA) is the most influential financial services trade association and the only national association that advocates on behalf of all of the U.S.’s credit unions. The association works diligently to protect members’ best interests across the country. Credit Union Awareness (CUA) is the marketing arm of the association, focused on driving consumers to join a credit union.
Challenges
Prior to partnering with Americaneagle.com, CUA’s website, yourmoneyforward.com (YMF), existed more as an afterthought to supplement the advertisements they were running. After some success, the association was seeking additional opportunities to organically engage with customers interested in joining credit unions as well as to prove to credit unions the value they can derive from joining CUNA. Additionally, because a lot of its traffic comes from mobile devices, the association was looking for a more mobile-friendly design.
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Solutions
CUA engaged Americaneagle.com because of its vast experience in developing and designing financial services websites. The project kicked off with both a foundation and content strategy to determine CUA YMF’s specific goals and objectives. It was identified that CUA needed to expand its digital presence through copywriting, search engine optimization (SEO), and advanced navigation in order to increase the number of opportunities for it to organically engage with both existing and potential members.
The Americaneagle.com strategy team restructured the site hierarchy and the content team produced numerous pages of highly-targeted, resourceful content, including information on the process of joining a credit union and its benefits. The updates now present a huge opportunity for the site to become a strong point of reference and thought leader within the industry. To drive engagement with the new resources, Americaneagle.com implemented a heavy SEO strategy. The agency also focused on a paid strategy to supplement organic traffic rankings.
The project included a completely custom location search built with Hawksearch. Users can now search for credit unions near them by zip code and find results that are both members of the CUA YMF program as well as those that aren’t. Coupled with Hawksearch’s reporting tools, the new search experience will not only serve end users but also the CUA administration team in that they are finally able to understand how their location search is being used and can find new ways to further grow their membership program.
CUA is very satisfied with its new site as well as the flexibility and functionality the Sitefinity platform provides. It’s now able to serve both member and potential member goals more effectively than ever before, while simultaneously producing spectacular results in a short period of time.
Results
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6,609%Increase in Keywords
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521%Increase in Organic Traffic
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4,279%New Keywords
