Destigmatizing Money Talk through Newsletter Marketing

Opportunity

For nearly a century, Point Breeze Credit Union has built a reputation as a trusted, community-driven place to do your banking. Though the credit union offered a range of products to promote financial education and literacy, there’s always been a hunger for more. As the credit union’s marketing partner, we’d also noticed that their email newsletter garnered high engagement rates while being relatively under-utilized compared to other digital channels. We saw an opportunity to double-down on financial education using newsletter marketing to educate, engage and strengthen relationships with current and prospective members.   

Solution

We developed the How to Talk About Money with the People You Love campaign, a six-month financial education series designed to destigmatize conversations about money. Over the course of 12 unique newsletters, we delivered digestible, expert-backed content covering common financial questions to help our audience start and navigate tough topics with the people in their lives. Each edition was amplified by social media promotion and added to an ever-expanding landing page on the organization’s site to extend the Thought Leadership content’s life and contribute to SEO. We also engaged guest contributors from across the organization to personalize the content and further reinforce Point Breeze’s image as a friendly, reliable place to bank.

The Newsletter

Social Media

Paid Social

Check out the full series