OnPoint Community Credit Union
Meet the Partner
Founded by 16 school teachers in 1932, OnPoint Community Credit Union is a community-focused and member-owned credit union serving areas like Oregon and Southwest Washington.
OnPoint CU is the largest member-owned financial institution headquartered in Oregon, and is dedicated to supporting local communities with personalized financial solutions.
2024 By the numbers…
The impact of top-of-funnel channels integrated with omnichannel efforts and seasonal trends proved immediately fruitful. The new multi-channel evergreen campaigns were rolled out throughout the year and the impact was undeniable in our annual reporting. We captured a healthy ROAS, as well as lowered our 2024 v. 2023 average Search CPA while doubling our conversions.
5.36
Annual Average Search ROAS
-28%
YoY Average Search CPA
+100%
YoY Search Conversions
Problem/Opportunity
In June 2021, OnPoint CU came to us for support with their Google Search Ads. Previous agencies had leaned too far into OnPoint CU’s strong credit union brand presence allowing pay-per-click (PPC) efforts to cannibalize high-intent organic searches and returning users, which inflated results.
After a year of positive Paid Search results, we recommended expanding our efforts to other campaign types and channels. The goal was to develop a full-funnel digital marketing plan that increased conversions and improved CPA for our Search campaigns. We partnered with OnPoint CU’s marketing agency, BPN, to develop paid media advertising as an integrated touchpoint in the omnichannel strategy that could flex and shift with digital-specific data-led insights.
“They don’t feel like external partners, but an integral part of our team, fully invested in our success. Their thoughtful, data-driven strategies and continuous optimizations have made a measurable impact, and I’m consistently impressed by both their expertise and dedication. I’m grateful for the partnership and look forward to building on it in the years ahead.”
Yasmin Arenas, MBA (she/ella)
Marketing Insights Analyst
Strategy
Our initial audit in Q4 2021 revealed that it was essential to rebuild OnPoint CU’s Google Ads Account from the ground up. By implementing Google Search Ads best practices, we were able to launch new PPC campaigns with fresh copy and restructured tracking for branded, credit union and nine products across all desired markets. In our first year, we exceeded our monthly conversion goals by an average of 542%.
For our secondary audit in Q4 2022, we completed in-depth audience research to develop digital customer personas, including qualities, motivations, questions and the channels they use to discover and engage with brands.
Throughout the year we expanded from our customer personas into eleven maps for key member journeys and optimized our campaigns to meet essential messaging strategies and engagement opportunities. Using one year of Search data and new customer personas, we felt confident increasing our monthly Search conversion goals by over +700%. With new goals established and our Google Search Ads restructured to align with OnPoint’s eleven member journey maps, it was clear from launch that we were going to have a successful year two. In our second year, we exceeded our monthly conversion goals by an average of 28%.
At this time, we were brought in to own digital channels for BPN’s seasonal marketing efforts. Each trimester featured five credit union products. We developed new deadline-bound Google campaign-types and social media campaigns that functioned both as key channels in the marketing strategy, as well as higher funnel touchpoints for our evergreen Search campaigns.
For our third audit in Q4 2023, we were ready to introduce stakeholder return on ad spend (ROAS) reporting, build custom UTM parameters for a unique tracking issue, as well as expand our evergreen strategy beyond Search.
Execute
With final conversion tracking and revenue data set up for each stakeholder product, we were able to apply ROAS to the account and report against it as our leading KPI.
When Google transitioned from UA to GA4, many cross-domain tracking features were lost. We partnered with OnPoint CU’s website developers, PixelSpoke, to find a unique solution for tracking performance from the main site and across three third-party domains. The result was a custom UTM parameter paired with a unique taxonomy naming convention to allow data to be correctly inputted into GA4, as well as into a complex, multi-platform CRM system.
Accelerate
In 2024, BPN switched to a monthly seasonal calendar that featured a single credit union product for one to two months based on forecasted customer interest. At the close of each deadline-bound product campaign, we applied data-led insights to our paid media ad optimizations and relaunched relevant campaign types into multi-channel evergreen product campaigns.
The End Result
We now have full-funnel digital marketing campaigns that are integrated and synchronized with OnPoint CU’s omnichannel marketing strategy. The campaigns are structured to optimize toward each credit union product’s ROAS goals by capitalizing on non-digital efforts, customer seasonal trends and digital-specific insights. With more users engaging higher in the funnel, we are assured that our increase in conversions and decrease in CPA are the direct results of strategic paid media efforts.
