USALLIANCE Financial
PROJECT: BRANCH LOCALIZATION
The Creative Director wanted to take Target's lead on ads for local store locations to try to drive more traffic into our branches even though we strive for a very mobile friendly presence. To do this we wanted to create individual branch pages and then set up some localized ads per location.
For the pages I wanted to keep local in mind and community in mind especially since USALLIANCE is a credit union and not a big bank. I decided to work with the branch managers and regional managers to come up with some local information like what languages are spoken at the branch, what services are provided and available as well as who is in charge at the branch, head tellers etc. I wanted a mobile friendly design since most people seeing our local ads will be on their phones and when people are on the go, they typically aren't carrying around a laptop! I wanted to make finding the branches and knowing what tasks can be done there easy.
Branch Localization
For the Google Ads I wanted to split test light colored ads and darker ads. The direction of the brand was moving toward more typographical solutions so I decided to rely heavily on exciting and bold typography with bold brushes of color and iconography.
We were not approved to fully launch this campaign but in rounds of testing small batches of this campaign in Adwords, the branches did see a small bump in traffic and the pages did get a surprising amount of mobile click throughs.
