SUCCESS STORY
Jovia Financial Credit Union
Jovia Financial Credit Union is one of Long Island’s largest and leading credit unions, offering affordable banking services to Long Islanders for more than 80 years, bringing greater value through innovation. With $4 billion in assets and over 200,000 members, Jovia has 21 branches throughout Nassau and Suffolk counties.
The Challenge
In 2020, NEFCU, a well-established financial institution, faced the challenge of rebranding itself to Jovia Federal Credit Union. The name change was a significant shift, requiring a strategic media plan to ensure a seamless transition in public perception while driving continued growth in a competitive market. DCW Media was tapped to spearhead the media strategy for this ambitious rebranding effort.
The Approach
- Comprehensive Market Research: Conducted in-depth market research to understand the audience's perception of NEFCU and their expectations from a rebranded institution.
- Targeted Media Planning: Developed a multi-channel media plan that included digital, social, traditional, and out-of-home advertising. Each channel was carefully selected to reach the target audience effectively.
- Brand Awareness Campaigns: Launched high-impact campaigns that communicated the new brand identity of Jovia FCU, emphasizing the continued commitment to community, trust, and financial stability.
- Engagement & Community Outreach: Leveraged community engagement strategies, including sponsorships and local events, to build a strong connection between Jovia FCU and its members.
- Data-Driven Optimization: Continuously monitored campaign performance, making data-driven adjustments to maximize reach and engagement.
The Results
50%
YoY increase in site traffic
464%
YoY increase in phone calls
4,500+
Leads generated
