Northwest Federal Credit Union (NWFCU)

"Voice Of Reason" TV Campaign

"Voice Of Reason" TV Campaign

Originally the credit union only for employees of the Central Intelligence Agency, NWFCU was “freed “ to solicit new members from the community at large.

ROI was hired to develop and implement a brand marketing and sales promotion campaign aimed at driving up new memberships on a broader scale, by branding NWFCU as a community-centric and responsive, financial institution offering individualized attention and highly competitive, loan rates across a range of loan products — auto, new home/refinancing, personal and small business.

The Response

A new branding campaign starring Northwest Federal’s signature, “voice of reason,” paired with an annual media mix including radio and/or local spot TV/cable as primary sources, supported by outdoor (buses/metro), digital display ads (;; Pandora) and direct mail proved to be a huge success. Creative messaging combined a specific loan offer or new member acquisition promotion with engaging lifestyle, sometimes humorous, executions.

The Result

Most loan promotions either met or exceeded sales goals by a measured range of 10%-15%.