USAA
USAA is the largest provider of financial services to the military and military family members. Since it was founded in 1922 the company has always put its members first.
How? First, it's member-owned, not accountable to outside stockholders. Second, membership is exclusive, being earned through military service.
So we put members first in the brand messaging, too, interviewing hundreds of members, captured in photojournalist style in their authentic surroundings.
This was USAA's first-ever integrated communications effort and covered all aspects of the business, from acquisition and new-member marketing to cross-selling and referrals on every product: checking, credit card, car and renters incsurance, auto loans and more.
Results: a 28% increase in unaided brand awareness for our core audience in just 6 months, and, an 81% increase in unaided awareness of USAA as a full financial services provider among enlisted military members.
How? First, it's member-owned, not accountable to outside stockholders. Second, membership is exclusive, being earned through military service.
So we put members first in the brand messaging, too, interviewing hundreds of members, captured in photojournalist style in their authentic surroundings.
This was USAA's first-ever integrated communications effort and covered all aspects of the business, from acquisition and new-member marketing to cross-selling and referrals on every product: checking, credit card, car and renters incsurance, auto loans and more.
Results: a 28% increase in unaided brand awareness for our core audience in just 6 months, and, an 81% increase in unaided awareness of USAA as a full financial services provider among enlisted military members.