The Opportunity

Engaging Maryland’s Young Adults and Enhancing SECU’s Digital Presence

With 25 branches throughout the state and over 50,000 free ATMs, SECU is Maryland’s largest credit union. They’re a not-for-profit credit union committed to offering a safer, smarter way to manage money.

SECU offers a wide variety of financial products for consumers and small business owners as well as free resources aimed at enriching members’ overall financial wellness. They’re committed to delivering trusted financial advice – personalized to their target audience in the local Maryland community.

With only 26% of Gen Z and 14% of millennials utilizing credit unions, SECU Credit Union sought to position itself as a viable financial option for young adults. The goal was to increase visibility, engagement, and trust among Maryland’s younger demographic through a comprehensive content marketing strategy.

The Process

Optimizing Every Aspect of Our Financial Services Marketing Campaign

• Content Marketing Audit:
  Our content marketing audit began with a heavy focus on the competition. We observed top-performing blog content from thought leaders in the financial services space to learn what content topics have a demonstrated history of engagement with SECU’s potential customers. During this process, we determined which keywords generate the strongest traffic.
• Monthly Editorial Calendar:
  Each month, we develop an editorial calendar complete with blog topics carefully selected to drive engagement with SECU’s target audiences, focusing largely on local Maryland consumers and young adults. We craft personalized financial content for a variety of audiences, including young adults, small business owners, and teenagers.
• Local SEO:
  We take a strategic approach to content creation – combining our expert knowledge of Google search with analysis of audience trends to create hard-hitting content. Blogs offer commentary and advice on financial issues important to Maryland young adults like budgeting during college or saving for a down payment. SECU has solidified their brand authority online through a consistent content creation strategy. 
• Email Marketing:
  SECU’s member newsletter builds awareness of their financial products and offers helpful updates about recent financial news. They sought strategies to increase engagement with the newsletter – and by extension, their wide variety of financial resources. Agency 102 worked closely with the SECU team to develop a flexible newsletter format. The revitalized newsletter enables SECU to more easily connect with members via email or direct mail (using a QR code linking to the newsletter).
• Social Media Campaigns:
  Customer service is a cornerstone of the SECU brand, and Marylanders count on them for personalized guidance on their financial matters. We collaborated with SECU to develop collateral for a social media marketing campaign.
• Educational Content:
  As a locally-owned credit union, maintaining a connection with their community is essential. Through interactive financial education opportunities, SECU builds lasting connections with potential customers. Agency 102 helped SECU revitalize their financial education presentations – with a focus on enhancing the digital experience.