True North Federal Credit Union offers a range of financial solutions for its Alaskan client-base. The company’s products extend to accounts, mortgages, home equity loans, auto loans, personal loans, and more. It is headquartered in Juneau, Alaska, and it has been committed to helping its clients find the right financial solutions to meet their needs since it was created back in 1948.
The Marketing Challenge
The client asked us to build brand awareness using an aspirational Alaskan story. Its ambassador was Zoya DeNure, a well-known dog musher. She was born and raised in Wisconsin, and spent 12 years working in the fashion industry as a model before heading to Alaska with her dog. She married another musher, had two daughters, and now operates a rescue and rehabilitation facility for unwanted sled dogs. On top of all that, she has also competed in the Iditarod, a 1,000-mile race from Willow to Nome in Alaska, which is one of the toughest events on earth. Her story is incredible, and it encompasses all of the best parts of the Alaskan spirit, such as adventure and resilience.
How We Got Results
This campaign used a combination of content marketing, in the form of radio advertising, as well as photography to tell Zoya’s story and connect it to the True North brand. Our team worked with Zoya to develop a number of scripts, finding the perfect voice and message to tie the campaign together. We developed the content, chose the music, and oversaw the audio production side of things.
The radio campaign ran over the course of 4 months across 6 different stations that were targeted to our demographic. Truth North Federal Credit Union has shared that the results from the radio campaign have been overwhelmingly successful in attracting new brand awareness and new memberships as well. It clearly contributed to the 61.4% increase in new account growth.
On top of that, it won two awards at the AMA Alaska Pinnacle Awards in 2016:
The Merit Award for Radio Advertising
The Merit Award for Small Business Campaigns
“This campaign had a lot of heart. Our goal was to connect Zoya’s personal story with the stories of our target audience while creating a memorable brand association. We practiced a number of different scripts to get the radio ads perfect, and it was overwhelmingly successful. It shows the importance of storytelling when it comes to great marketing, both in an audio and a visual format.”
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