Award-Nominated Work: Threshold Drives Success for Dannemora Federal Credit Union

At Threshold, we’re all about making a big impact. Our recent campaign with Dannemora Federal Credit Union (DFCU) is a perfect example of how we turn clicks into meaningful results—results so impressive that we’ve been shortlisted to win the Best Use of PPC (Finance) category in the US Search Awards!

Objective:
DFCU came to us with two clear goals:

1. Increase new account holders for their Kasasa Cash Back checking account.
2. Boost brand awareness within their field of membership.

With a June 1, 2023 launch date, our primary mission was to grow their Kasasa Cash Back account base by 20% within a year, aiming to open 193 new accounts. We also set out to meet or beat the industry benchmark of 5.7% for search click-through rates (CTR) in the Finance & Insurance sector.

Challenges:
Smaller credit unions like DFCU face stiff competition from larger, well-known financial institutions with deep pockets. But here at Threshold, we love a good challenge!

With the population of DFCU’s field of membership being limited in size, we had to think outside the box to attract as many brand-new customers as possible. Our approach? Pairing compelling messaging with razor-sharp keyword targeting. With DFCU’s competitive rates, we focused on driving qualified and motivated traffic.

Results:
Despite the challenges, we delivered outstanding results that exceeded all expectations:

• Kasasa Cash Back: Opened 272 new accounts achieving 140% of goal, exceeding the goal of 193 new accounts.
• Kasasa Cash: Opened 118 accounts achieving 231% of goal, exceeding the goal of 51 new accounts.
• Kasasa Saver: Opened 206 accounts achieving 194% of goal, exceeding the goal of 106 new accounts.
• Total Kasasa Accounts: 596 new accounts opened from June 1, 2023 – May 31, 2024.

But we didn’t just stop at account growth; we also knocked it out of the park with our marketing performance:

• Kasasa Marketing Performance: Achieved a CTR of 16.94%, exceeding the 5.7% industry benchmark.
• Brand Awareness Marketing Performance: Reached a CTR of 13.66%, exceeding the 5.7% industry benchmark.

These results speak for themselves, but the recognition from the US Search Awards is the icing on the cake!

Testimonials: What This Nomination Means to Us

“We are honored to be shortlisted to win the Best Use of PPC (Finance) category in the US Search Awards. Being recognized as a finalist is a significant achievement and a testament to the impact we’ve made for our client, Dannemora Federal Credit Union. This acknowledgment highlights our ability to drive significant, measurable results and overcome industry challenges. I couldn’t be more proud of my THeam for their relentless dedication in optimizing and delivering a campaign that not only led to outstanding success for Threshold but also helped our client reach new heights. We would be truly honored to be selected as the winner in this category.”

• Abby Barnes, Director of Digital Marketing

“I want to wish my THeam a HUGE congratulations for this accomplishment, as well as a heartfelt thank you. Truly, from the bottom of my heart, thank you for making all of this a reality. I couldn’t do it without you. Cheers, everyone!”

• Billy Wilkinson, CEO

“This nomination didn’t happen by chance – it’s the result of countless hours of strategy, creativity, and relentless optimization in our Kasasa Marketing & Brand Awareness campaigns for financial institutions. We’re incredibly proud of the impact we’ve made and the recognition it’s brought.”

• Ava Page, SEO & Paid Media Specialist

“Working with Threshold has made a significant impact on our ability to grow new accounts for our Kasasa Checking products. They truly understood the unique needs of our community and crafted a PPC strategy that was both budget-friendly and targeted to the right members. We saw a remarkable 34% increase in Kasasa accounts!

The collaboration has been seamless, and we look forward to continuing our partnership to better serve our members and communities.”

• Brad Currie, Director of Digital Services & Innovation
• Anna Hewitt-Channel, Business Development & Marketing Manager

Connect with Us
Want to learn more about how we make marketing magic happen? Visit our website and follow us on social media:

• Website: Threshold
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• Instagram: Threshold Instagram
• LinkedIn: Threshold LinkedIn
• X: Threshold X

Company Overview

Threshold is a premier full service marketing agency committed to delivering exceptional results across various industries. With a focus on breaking barriers in affordability, quality, and timeliness, Threshold offers a comprehensive range of services, including website design, digital marketing, and promotional materials. Founded in 2013, Threshold operates from offices in Austin, TX, and Kingston, ON, serving clients throughout North America. For more information, visit https://www.thresholdagency.com.