BACKGROUND
IC Credit Union was founded in 1928 as a member-owned, non-profit institution, which transitioned from state to federal charter in 1986 becoming IC Federal Credit Union. IC Credit Union serves the North Central Massachusetts community and is headquartered in Fitchburg, MA, with branches in Westminster, Worcester, Leominster, and Ayer.
CHALLENGE
IC partnered with inSegment with the goal of delivering a brand new, transformative banking experience to their members that offers a seamless digital experience to help make managing finances easier. In an effort to strengthen its brand identity and recall, IC wanted to refresh its dated logo and messaging and reposition the financial institution as a trusted partner to local organizations.
SOLUTION
inSegment crafted a comprehensive digital strategy comprising brand identity design, web design & development, website maintenance & support, leadership interviews, and event marketing.
Adopting a mobile-first approach and implementing responsive design principles, the creation of the IC website was guided by a commitment to accessibility and user-centered design. The well-structured navigation, along with the copy & meta tags optimized for high rankings in local search, and the focus on delivering fast-loading webpages, helped improve the user experience, reduced bounce rates, and improved conversion rates and results in SERPs. Local link-building tactics were used to boost visibility in organic local search results and draw more traffic from local customers.
IC Credit Union embarked on a significant rebranding initiative with the aim of revitalizing its image and enhancing brand recognition, which was supported through a comprehensive PPC strategy that seamlessly guided prospects from brand discovery and rediscovery to lead acquisition.
Lastly, IC Credit Union’s lead generation needs and community-centered mission were addressed through targeted email campaigns, focusing on members, relevant financial products, and in-the-community actions.
