Gesa: Mobile Check Deposit Sweepstakes
Email Blast
Social Media Image
How to Deposit a Check GIF
Landing Page Header in Spanish
Winning Branch
Staff Contest Goal Chart
One of Gesa Credit Union’s performance goals is the number of self-service check deposits made annually by members. In 2019, the target goal was to reach 330,000 self-service check deposits. In order to meet this goal, we launched an awareness sweepstakes campaign from mid-October to mid-November 2019.
As the lead marketing specialist for the campaign, my job was to manage all aspects of the campaign, including: handle sweepstakes logistics, draft rules and disclosures, copywrite content, conduct design brainstorm with the design team, supervise the creation of marketing collateral, strategize advertisement channels and placement, translate content to Spanish, and handle internal communications with the branches across the state.
The outcome was a state-wide external and internal Mobile Check Deposit Sweepstakes campaign that effectively engaged members and staff to use self-deposit check services and gave them the opportunity to win weekly prizes.
The external (member-facing) part of the campaign used the tagline “TAP. SNAP. WIN”, or “ABRA. CAPTURE. GANE.” in Spanish, to promote the sweepstakes on take-ones, email blasts, in-branch stand-up boards and digital displays, social media posts, and on gesa.com. Each time a member deposited a check through the Gesa mobile banking app or at any Gesa ATM, they would be entered for the opportunity to win weekly prizes of $500 and one ultimate grand prize of $5,000!
The internal (branch staff) part of the campaign used the tagline "Teach. Promote. Win." to incentivize our staff to teach members how to deposit checks through the mobile banking app by stirring up some friendly competition between branches. Each branch was given a set of $1.00 checks as a tool to start educational conversations with members and promote the sweepstakes. The dollar checks had unique serial numbers for tracking purposes, in the end the branch with the most $1.00 checks deposited by members would be the ultimate winner of a surprise grand prize – custom Gesa logo engraved Hydro Flasks and Airpods for all!
On a creative level, my favorite parts about this campaign were coming up with a fun, simple tagline and directing the vision of the short video and GIF we used to advertise the campaign on digital channels. Also, creating the landing page for this campaign was one of my most favorites I have created. From a philanthropy perspective, it moved my heart to know that our lucky member winners of the sweepstakes were so thankful for winning some extra money that was much needed just in time for Thanksgiving and the holiday season, which deepened the relationship between us and our members. As well as, how excited and surprised our winning branch staff was when they opened their gifts for the first time, building overall employee morale across the organization.
The combination of having an external and internal part of the campaign successfully drove member and staff behavior to utilize and promote our self-deposit check services. The credit union closed out 2019 with over 350,000 self-service check deposits, which surpassed our target goal and reflects back on the success of the campaign. The Mobile Check Deposit Sweepstakes campaign sure is one of my hardest-working and most fulfilling projects that I have worked on in my career.
Note: Marketing collateral was created by the creative team of Gesa Credit Union's marketing department.