Creative Strategy

PROJECT
Job #:
Client:
Product:

19012
Account Team:
MFCU
Creative Team:
2016 Campaign

KL, LB
LH, VL, KK

CONCEPT TIMELINE
Brief:
2.29
Copy Due:

Internal:
3.7
Client Presentation: 3.8

Tactical Research & Understanding

Who is the client, brand and product?

Michigan First. Lending Services: Mortgage, Home Improvement/HELOC, Auto, Personal, Credit, Boat/RV
What is the objective?
Increase Michigan First Credit Union membership and quality loan applications.
What is the point of differentiation among the competitors?
First Michigan-based bank to deliver 24/7/365 live customer service and are committed to finding a loan product for every member in
need.
What is the audience?
The primary audience is women 18-49 years of age, who are online, live and/or work in the Detroit DMA who do not have a loyal bank
relationship or are otherwise dissatisfied with their bank. As we move outside of the branch footprint (Grand Rapids DMA), our
audience is expected to be younger, ages 19-36, college educated and employed full-time, or are currently studying full time.
What is the brand personality?
Responsive, innovative, passionate, knowledgeable, friendly and trustworthy.
..........

Emotional Connection
What is the product truth?
Michigan First provides a superior customer service experience, is constantly innovating to anticipate consumer needs and gives
members the tools to help realize their financial goals.
What is the consumer truth?
I am interested in borrowing money to spend on my life dreams (house, car, boat/rv, vacation) but I dont know where to start. I need
advice and I need a bank that can get me approved, at the lowest rate possible, and quickly.
What is the true connection between the product and the consumer?
Michigan First improves your life, with relentless care and incredible access to technology and humans 24/7/365.
..........

Proof
Why should they believe it?
-

The Michigan First Way

o
Mission provide the highest quality member experience.
o
Promise to anticipate needs, exceed expectations, and make a positive, lasting impression with every member, every time.
o
ISMs: 15 of them Attitude, Leadership, Teamwork, Trust, Communication, Personal Growth, Speed, Sales, Competition, Service,
Integrity, Embrace Change, Details Matter, Perseverance, Work Enjoyment.
o
Been in business for over 90 years
Bank your way with 24/7/365 access via online banking (featuring bill pay and more), Michigan First Mobile (mobile app), 365 Live (24-hour call
center), Audio Teller or at any of our 11 branch locations (including Kroger, and growing) in Metro Detroit and 3 branch locations in Grand Rapids
MFCU has a strong lending portfolio
Michigan First portfolio lending approach, a philosophy to find ways to approve, rather than deny, all loan applications
Michigan First Mortgage:
o
Goal is to provide home loans to our clients while providing them with the lowest interest rates and closing costs possible
o
Mortgage lenders will meet you at any MFCU Branch or even your home on nights and weekends to make your experience seamless
and convenient
o
Portfolio lending approach gives the mortgage team extra flexibility with federal requirements since the transaction falls under different
regulatory guidelines. Simply put, some potential home buyers who were told no by other lenders may have a chance at a mortgage
with Michigan First.
Credit Unions offer low fees and better rates so you can save more.
MFCU holds a Very Responsive badge on social media
Michigan Firsts model employs simplicity, literacy, authenticity and flexibility, the key factors necessary to tackle consumers growing skepticism
post-recession.

What should be the outcome?

Increased brand awareness, membership and visits to MichiganFirst.com.

Medium:

Mortgage Display

..........
Size/Length:
728x90, 320x50, 300x250, 120x600, 250x250 and 320x480
CTA:
Mortgage: https://michiganfirst.com/loans/home-loans/

Colors:

4c

Mandatories:
-

.GIF, 150KB or smaller, :30 or shorter, animations can be looped but must stop after 30 seconds, Animated GIF ads must be slower
than 5 FPS

Notes: Served on real estate and home buying websites and apps (Trulia, Realtor.com, Zillow, etc.)
..........
Internal:

3.7

Final Approval: 3.15

To Client:

3.8

Revisions:

3.10-3.11, all resizes by 3.11

Prep Files:

3.16

Send Materials:

To media team for placement 3.16

Notes: Use structure (Its TIME, And ___. Talk with us. Were here for you 24/7.)
Frame 1: Its 12:35am
Frame 2: And youve found the home of your dreams
Frame 3: Talk with us about a mortgage. Were here for you 24/7.

SHOES:
Frame 1: Its 6:55 am.
Frame 2: You need a bigger home.
Frame 3: Talk with us about a mortgage. Were here for you 24/7.

Medium:

Mobile Display through Facebook ad platform

..........
Size/Length:
Image size: 1,200x628 pixels, no more than 20% text
CTA: Mortgage: https://michiganfirst.com/loans/home-loans/

Colors:

4c

Image ratio: 1.9:1

Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Mandatories:
1.
2.

Brand
Mortgage

Notes:
..........
Internal:

3.7

Final Approval: 3.15

Notes:

To Client:

3.8

Revisions:

3.10-3.11, all resizes by 3.11

Prep Files:

3.16

Send Materials:

To media team for placement 3.16