CHALLENGE
During COVID, many credit unions and banks faced an unexpected surge in deposits driven by stimulus funds, market volatility, and economic uncertainty—putting pressure on balance sheets while limiting in-branch engagement. Financial institutions needed a fast, compliant, and effective way to encourage members to put excess cash to work without creating confusion or risk.
APPROACH
A turnkey, customizable marketing campaign was developed, designed for rapid deployment across branches and digital channels. Leveraging familiar COVID-era visual language, the campaign included in-branch posters, iconic 6-foot floor decals, direct mail, member and client emails, lead-generation landing pages, and web banners—all tailored for easy customization. A comprehensive Excess Deposits Playbook was created, providing financial institutions with a step-by-step guide covering product education, advisor training, marketing strategy, target audiences, call scripts, and branch and call-center enablement.
OUTCOME
The initiative delivered an immediate, scalable solution that helped financial institutions retain assets while easing balance-sheet pressure during unprecedented market conditions. The campaign increased member engagement, raised awareness of investment programs, and improved advisor productivity—despite limited in-branch interaction. Its strategic clarity and creative execution were recognized industry-wide, earning the 2021 Gold Award for B2B OOH at the 27th Annual FCS Portfolio Awards held in New York City.
