FIRST ALLIANCE CREDIT UNION


About

The oldest credit union in Rochester, Minnesota, First Alliance was founded in 1932 during The Great Depression by 7 teachers and firefighters. First Alliance’s guiding principle back then still stands true today; all for one. They provide compassion, guidance, and resources to promote financial well-being for all of their members, through every stage of life.

The Challenge

First Alliance embarked on a major brand evolution in May of 2016 and was looking for a certified HubSpot partner to help them complete their transformation with a new website and HubSpot integration. The old First Alliance website wasn’t mobile responsive, there was no blog in sight, and they were preparing to launch a new online banking system that had to be easily accessible for their members. It was a David vs Goliath situation, with one marketing person executing First Alliance’s strategy against a highly saturated financial services market. With time ticking on their website project and their online banking launch, we knew we had to work together efficiently reach First Alliance’s goals and help give them the resources they would need for success.

 

How We Helped

After months of searching for an agency to partner with, First Alliance decided to go through an RFP project in August of 2016. Many presentations and proposals later, in February of 2017, First Alliance Credit Union decided to engage with NR Media Group to help them integrate HubSpot and redesign their website. With little time to work with, we hit the ground running.

The Website Solution

The first step of our process was to redesign the First Alliance Credit Union website. The existing website was not mobile-responsive nor was it optimized for organic traffic.

At the time, First Alliance had implemented a short-term marketing solution that was a series of landing pages that addressed the need for responsive design while staying focused on key product sales. All external marketing efforts, such as SEM, display, and retargeting, directed visitors to this website.

In order to build the best website for First Alliance’s needs, we conducted an internal content audit, redesigned their sitemap, and built a wireframe for the new site. From there, our team designed and implemented custom templates and creative designs that complimented the company’s new branding.

We also integrated the new online banking system with the website, and the new site launched in June of 2017.

The All-In-One Solution

While we were redesigning the website, training their marketing team was also critical to First Alliance’s success.

In order to help them execute an effective inbound marketing strategy, our team trained the now two-person First Alliance Marketing team on fundamental inbound methodologies as well as best practices and strategic guidelines for content creation and distribution.

In two short months, the First Alliance team was executing a strategic content cadence and social posting schedule.

They have also launched several multi-channel campaigns that utilized blogging, email marketing, social posting, and Facebook Live videos to increase engagement and continue to provide financial resources for their audience.

The Results

Since the launch of the website and the blogging program in June of 2017, First Alliance has seen a 278% increase in blog traffic and a 41.77% increase in website sessions year-over-year.

First Alliance has continued to grow and show a passion for learning when it comes to executing their successful digital marketing strategy.

Additional Successes

  • Since the website launch in June 2017, First Alliance’s website has seen more than 960,000 page views.

  • First Alliance ranks in the top ten search results for more than 115 keywords and organic search has generated 223 leads and 69 customers.

  • First Alliance has maintained a consistent blogging cadence and produces two blogs a week with a targeted keyword strategy.

  • To date, they have over 33,500 blog views and social media has driven over 1,500 sessions on their website.

  • While receiving regular strategic coaching, the First Alliance marketing team has earned their HubSpot Inbound Marketing Certifications

  • Integrated campaigns (like the Debt Consolidation and Auto Loans campaigns) have brought in $66,770 in influenced revenue

  • Won the Credit Union national Association Diamond Award for their member testimonial video series