Established in 1912, Jeanne D’Arc Credit Union is a not-for-profit financial institution headquartered in Lowell, Massachusetts. With eleven branches spread across the Greater Lowell area and Southern New Hampshire, they are passionate about their members and continue to grow with the communities they serve.
In 2019, Jeanne D’Arc began a partnership with WebStrategies to act as an extension of their marketing department. With a membership base of 92,000+ and climbing, they knew that it was time to take their digital marketing strategy to the next level. The partnership with WebStrategies has led to great results in just two years.
When JDCU came to WebStrategies, they were intent on adequately tracking their marketing results and felt they weren't receiving nearly as many applications from their website as they could be. We saw the opportunity as an excellent fit, and one of the first initiatives we undertook was migrating them onto the HubSpot platform and developing a strategy for maximizing their use of the platform. We also implemented digital advertising and SEO strategies early on.
With lead-generation top of mind, HubSpot appealed to JDCU because they could easily collect information from non-members and market to them from within the same platform. WebStrategies has created automated workflows for several of their products to address application abandonment, as well as growing share of wallet with existing members who have indicated interest in these products. JDCU has also utilized HubSpot’s automation tools to streamline their onboarding process and enable their business development team to operate more productively.
Another initiative that JDCU wished to accomplish was to generate more applications from their digital advertising campaigns. Their prior experiences were primarily display-focused and designed to build brand awareness, so they needed a complete overhaul to begin generating a meaningful number of leads. WebStrategies has helped them establish several high-performing campaigns across Google Search, Google Display, Facebook, and Instagram.
The commitment to HubSpot and better tracking has led to some incredible results for JDCU in just a short amount of time. Over the last 12 months, they’ve been able to collect the information of 3,500 non-member prospects and remarket to them to increase the chances of them converting to members.
In addition, the automated workflows designed to follow-up with abandoned applications and onboard new members have excelled. Throughout their abandoned application and onboarding campaigns, JDCU currently has an average email open rate of 41% and 9.9% CTR, compared to industry benchmarks of 23% and 6.8%.
By spending efficiently to maximize click volume, JDCU’s Google Search campaigns (focused on generating new memberships and deposits) earned an average click-through rate of 8.74% in 2020, compared to the financial industry benchmark of 2.91%. When combining phone call conversions and new member lead form submissions, the campaigns generated an average conversion rate of 7.40%, compared to the financial industry benchmark of 4.17%.
Ultimately, all of the efforts between WebStrategies and JDCU's marketing team have produced tangible results. Working together, advertising and email automation have converted over 1,400 non-members into members for the credit union in just two years.
Non-members converted to members.
Average email click-through rate of
compared to an industry benchmark of 6.8%.
average click-through rate on Google Search campaigns in 2020, compared to an industry benchmark of 2.91%
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We began working with WebStrategies in December of 2019. Not only did they help get us set up on the HubSpot platform, but they also helped us identify the areas where we could immediately start to make an impact on driving and retaining membership. With their help, we’ve also been able to create synergy between marketing and our Contact Center to better serve our members and measure our results. The WebStrategies Team is what partnership is all about. I highly recommend them!
Robin Lorenzen - Vice President of Marketing & Financial Education