Partnership
Elevation Credit Union has served the Boulder metro for over 70 years. With an aging member base, ECU tasked IMM to attract the next generation of banking.
Case Study
Elevations Credit Union
Reshaping a legacy for a new generation
Hyper-local media meets next-gen acquisition
Work
We kicked off with robust competitive and performance analyses of past campaigns, plus an audit of their organic pipelines.
Collaborating with ECU and our sister agency, Fact & Fiction, we built targeted messaging deployed to key digital/OOH touchpoints along the buyer journey.
IMM identified and defined the “Bridge Gens” segment—Elder Gen Z through Younger Gen X—as a priority segment to drive sustained member growth.
Outcomes
IMM strengthened ECU’s local advertising playbook, delivering targeted campaigns that resonated with younger audiences and stemmed attrition.
The new Bridge Gens-focused approach grew new member acquisition and established a scalable model for ongoing growth in Colorado.
6,746
new member applications
+42%
mortgage app conversions
$1.2M
annual advertising budget
Define
Diving into competitive research and past campaign audits, we pinpointed gaps in ECU’s efforts—uncovering which channels under or over‑invested in the brand’s target segments.
We defined new baseline benchmarks across digital and traditional channels—keeping a 70/30 split—and built quarterly media plans for connected TV, DOOH, OOH and radio.
Plan
Audits of branded search with Google PMAX, display, and social surfaced high volume application completions, guiding our Bridge Gens activation.
We customized media plans for Commercial, Credit, Mortgage, and Print orgs— with tailored channel allocations to balance awareness and conversion goals.
Optimize
Live campaign optimizations aligned with shifting quarterly priorities—rotating budget between paid search, OOH, radio, and print to maximize reach and efficiency.
We monitored performance and scaled top performers and celebrated ECU’s success with 3 CUNA Diamond awards for brand, campaign and identity.
