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Portfolio of Relevant Work

Hope Credit Union

Hope Credit Union - Austin Williams

overview

Since 1994, Hope Credit Union (HOPE) of Jackson, MS, has provided critical financial resources to more than two million people across the Deep South in some of the nation’s most impoverished regions.

A true catalyst for good, HOPE is redefining financial services and empowering neighbors and businesses with affordable solutions, personal support, and life-changing economic opportunities.

To help HOPE bring this story to life, the credit union selected Austin Williams as its agency of record in 2021 — tapping into our expertise for media planning and buying, digital marketing, and graphic design.

INTEGRATED CAMPAIGN

Media buy and placement

Inspired by HOPE members’ stories, the “HOPE makes it happen” campaign combines highly emotional narratives with hard-hitting evidence of the credit union’s life-changing impact in communities that have been ignored or marginalized by traditional institutions. AW supported the strategic media buy and placement for this campaign.

Billboard showing a smiling couple in wedding attire with the text

A colorful bus features an advertisement for Hope Credit Union. It shows a smiling woman holding a credit card, with the slogan

An advertisement inside a subway car features the word

Media strategy

To reach this very niche audience, we developed and executed an integrated multimedia plan to build mass awareness, strengthen brand preference, and drive engagement and lead volume. The channel mix includes highly visible out-of-home and print placements in key communities, influential broadcast, and streaming media for effective reach and frequency, and a mix of digital channels that promote engagement and efficient lead volume.

Target audience

The audience for this campaign included current and prospective members in underserved communities with a focus on reaching the ideal prospect of African American females aged 25–54 with a household income of $25K–$75K.

Media channels & flighting

A bar chart depicting a marketing schedule across various channels from January to December. Channels include Paid Search, Paid Social, Programmatic Display, and more, with each represented by colored bars showing active months.

Media channel allocation

A 3D pie chart showing various marketing channels. Sectors: Paid Search (green), Paid Social (purple), Programmatic Display (blue), Programmatic Direct Mail (turquoise), Streaming Audio/Video, Out-of-Home, Print, Radio, and Television/CTV.

PAID SOCIAL, SEARCH, & DISPLAY

Digital marketing

In addition to executing the campaign’s media buy and placement, Austin Williams developed and designed the foundation for the campaign’s digital marketing strategy.

Our digital marketing specialists and content strategists worked together to create a digital marketing plan that included prospecting and remarketing components, spanning social media, paid search, and programmatic display.

Working in-house with AW’s studio team, our art directors, graphic designers, and copywriters designed stunning visuals and compelling, actionable copy for each placement.

PROGRAMMATIC DIRECT MAIL

Graphic design

AW’s art directors and graphic designers conceptualized and executed all the campaign’s creative assets, including the production of several targeted direct mail pieces. These postcards were part of a programmatic retargeting strategy for auto loans, business loans, home loans, checking and savings accounts.