Dundalk Credit Union

Project overview

In the digital marketing workshop with key stakeholders we had a brief to highlight that “it’s not just about the transaction” — and all campaigns should reflect their enhanced website presence, with consistent tone and messaging, a focus on their lesser-known services, and their community engagement. We needed to coordinate all online channels for a cohesive, professional experience across all platforms.

We have achieved this through an integrated digital marketing strategy aimed at reaching our target KPIs. Each KPI is continually benchmarked and reviewed, based on weekly, monthly and quarterly goals. Our client has regular reports that are trackable and measurable, with transparent, actionable insights.

Key features

• Improved SEO: Keyword research; deindexing irrelevant pages; improving page titles, headers and content; setting meta descriptions for the whole site, improving mobile speed.
• Google Analytics: Linked Analytics and Google Ads accounts; cross-domain tracking; created Events & Goals and custom audiences; custom dashboard to highlight information that’s relevant to Dundalk Credit Union.
• Pay-per-click (PPC) ads: Improved demographic targeting; combined social audiences with RSLAs, revised all graphics so visuals align with brand style guide;
• Social media: Implemented cross-domain tracking; lead generation to capture email addresses; greater focus on Instagram for Gen Z engagement, use of Facebook Pixel.
• Email marketing: Expanded database through offline and online lead generation; improved frequency of contact; tailored messaging according to segments; continuous A/B testing, layout revision to match new website.

Goals

Improve the overall Dundalk CU online experience while increasing targeted leads.

• Increase Dundalk Credit Union membership and number of active members — overall and in particular to include Gen Z;
• Reposition the brand as a professional, solid alternative to other banking services;
• Increase the number of existing members taking loans — getting members from idle to active.

Process

From discovery workshops to campaigns and detailed reports, a dynamic digital marketing strategy.

• Digital marketing workshop to determine goals and set realistic KPIs;
• SEO audit and implementation to improve website performance;
• Digital marketing roadmap document to consolidate all channels into a holistic strategy;
• Regular reports to the client, with actionable metrics.

Impact

Tangible results and ongoing marketing success for Dundalk Credit Union.

• Increase in website sessions of over 120%;
• Paid search sessions increased by over 80%;
• Boosted email database through Loan Calculator landing page — addresses collected for retargeting.