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Bethpage Takes on the Big Banks—and Wins Big.
December 2011
What started as a social media movement encouraging consumers to move their money from big banks turned into a big-time marketing success for Austin & Williams' financial services client Bethpage Federal Credit Union.
With a market-leading "Always-Free-No-Fee Checking Lifetime Guarantee", Bethpage was strongly positioned to leverage the media frenzy surrounding commercial bank fee increases-and the resulting "Bank Transfer Day" – and Austin & Williams was more than ready to help them make the most of it. Within two days, we created and executed a stand-out strategy featuring both traditional print and broadcast advertising as well as digital and social media marketing.
"We really kicked our marketing into overdrive with this campaign," explains Gerard Schmitt, Bethpage Vice President of Marketing. "Austin & Williams' support was fantastic. Thanks to their quick turnaround on every element, including the media, our campaign really paid off in growth and overall awareness, too." At the end of the week-long promotion, Bethpage reported opening 1,521 checking accounts-more than four times their weekly average.
Agency of record for Bethpage since 2010, Austin & Williams' integrated marketing and branding campaign for the credit union has continuously racked up the results and accolades, including a prestigious 2011 Diamond Award from the Credit Union National Association's (CUNA) Marketing and Business Development Council.
