A million in the first year.

Columbians, in Columbia, Missouri, didn’t have a reason to pick one credit union over the other. When they needed money, they picked whoever google searches brought them first. In other words, Columbia Credit Union needed a difference-maker.

So we branded them “The Money People.” No matter what money-related needs you had, banking, loans or otherwise, the money people have your back. We wanted locals to associate money with the money people. We pushed a simple radio ad campaign using a/b testing over roughly a year.

Columbia Credit Union went from being in the red to in the black (by a million bucks) in just a year. “The Money People” campaign was so successful that (after I left) it was packaged and sold to other credit unions around the nation.