The Digital World from a Print Perspective
Having worked as a designer in the print industry for 30 years, I — like a lot of credit unions out there — was a little hesitant to dive head first into the “new” digital world. It can seem overwhelming and brand new; like we’re starting from scratch.
The good news is, digital is just the next step in the evolution of brand messaging.
First, take a step back and analyze your marketing as a whole. Ask yourself some of these questions: What are you doing now, what is working and not working, do you have a marketing plan in place, what are your budget constraints, what target audiences are you trying to reach and do you have programs in place that will appeal to that audience?
Another question to ask before starting any digital media campaign is where will you be sending any potential leads? The vast majority of respondents will likely be driven to your website instead of a brick and mortar branch. Of course that means you’ll need to make sure your site is appealing, functional, clearly conveys your brand message and provides easy navigation for users to find what they’re looking for. Let’s say you are focusing your marketing on that spring car loan promotion. Visitors to your website should find the relevant homepage banner easily and be able to make one simple click to access all the information your potential borrower will need. The landing page will spell out the details of the offer and, ideally, contain an online application or interest form for them to request more information or get started right away. In addition, when members log into their online banking account, the promotion should be displayed prominently on the login page. Additional promotional messaging should be contained on your print and estatements, mobile app and any organic and paid social media posts as well as SEM/PPC ads.
The digital age is well underway, and you need to find ways to stand out from your competition. Here at uncommn Marketing Partners, we specialize in creating a creative, cohesive message to promote that loan at every member touchpoint. From print pieces like posters, newsletters and direct mail to homepage banners, landing pages, social media and online banking graphics to digital billboards, we create a consistent message to make a stronger connection with your audience.
Park City Credit Union
Launch Date | January 30, 2020
Park City Credit Union in Merrill, Wisconsin was looking for a revamped site that was responsive, ADA-compliant and more in touch with their unique brand. With their new site from uncommn Marketing Partners, they have a very colorful and fun website that is both pleasing to explore and easy to navigate for both members and staff. This was one of our larger web projects to date and is nice to see it working to bring in member engagement.
- Fun color, imagery and attention to brand across all platforms.
- A unique customizer that was built to help visitors find information more easily and also give them a starting point to learning more about the credit union.
- A language translation tool to allow everyone to have the same experience
- A calendar to keep up with what is going on across all branches
- A chat feature to make asking a question even simpler, while giving the site a more personal feel
Your Marketing Co
Launch Date | December 30, 2019
- Customized lottie files
- Morphing background sections on the homepage that changes as you scroll.
- Off-canvas menus for easy access to content with any website visitors.
- Homepage hover navigations bring something extra special to feature boxes for the credit union’s financial services information.
Credit Union Cannabiz Conference
Launch Date | December 2, 2019
- Video background on the homepage with prominent information and Call-To-Action.
- Fading animation for list items as you scroll.
- Customized schedule of events that can be edited in one place and displayed globally.
White Crown Federal Credit Union
Launch Date | November 20, 2019
White Crown Federal Credit Union in Denver, Colorado was looking for a site to highlight their new brand as well as showcase the awesome city that they are in. With their new site from uncommn Marketing Partners, the new online experience is bold, memorable and easy to navigate.
- The simplistic look and feel and bright colors draw a users attention.
- Strong imagery of Denver, CO allows members to feel that this site is more personal and unique
- The animated homepage service boxes allow the user to be more engaged with what they are looking for
- Content is easy to read and keeps visitors engaged
Is Print Marketing Dead?
By far, the most common refrain I hear when discussing marketing opportunities is, “print is dead, right?”. It’s a controversial statement at least, and a complete misunderstanding at worst.
Obviously, the world of print has been turned upside down since the digital revolution. There have been sharp reductions in advertising revenues at most newspapers and magazines – and some did not survive. In the meantime, 70% of people are still more likely to remember a brand that they see in print. That is partly because of print’s lasting history and its reputation as a trustworthy medium. From classic production pieces like postcards, and brochures, to non-traditional pieces like window clings and point-of-sale signage, there is still something wonderfully viable about a product you can touch.
Does that mean you should be asking, “Print or Digital?” Well, that question overlooks an important aspect of print marketing – its symbiotic relationship to a company’s digital reach. Research shows that more than 60% of online searches are prompted by print media campaigns. Successful companies are using age-old marketing techniques like Direct Mail, Magazine Ads and billboards to drive their online traffic. The 1–2 punch of a well-crafted print/digital marketing campaign can deliver increased traffic and the results you’re looking for. So, the answer to the question is; Print AND Digital. There will always be a need for print. There will always be a place in marketing for producing physical pieces that enhance a robust digital marketing plan. The difference today is that marketers have an opportunity to use print as part of a larger, focused strategy that includes social media marketing and SEM.
There are countless opportunities to engage an audience with print. It’s literally everywhere you look. From signage on the roadways to the mail you receive at home, it touches our subconscious on a daily basis. As a production manager, I get the opportunity to visit various print shops from time to time and I can assure you, they are busy. Like many others in the industry, when people ask me, “Is print dead?”, I reply, “No, it’s just changing.”
Print isn't going anywhere. Let us help you with your marketing materials!
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Launch Date | October 4, 2019
- A logo reveal with timed animations to create a conversational feel.
- Scrolling navigation that highlights your spot on the site as you go.
- Continuous headline underline animations that spotlight the sections topic.
Process Makes Perfect
With that mindset, take a look at the team you work alongside every day. Are you working as a cohesive unit or is there one person really running the show and the rest blindly following? If you and your team are struggling to communicate, or if your workflow seems to be bottle-necking at certain points throughout your projects, it may be time to re-evaluate your processes. Changing steps that are already in place (and may have been for years), and learning something new is a lot like learning how to ride a bike. You’ll need a lot of support, a lot of practice, and you may have to put up with a few bumps and bruises along the way.
And if you think your organization is running like a well-oiled machine, break out of your “if it ain’t broke, don’t fix it!” mindset and take a look at three soft skills you need to master through when working on perfecting your team’s processes.
This isn’t going to be a one-man show, ya’ll! Start by gathering different members of your team together and have a serious conversation with them about what the main steps are going to be to get your project from point A to point B. Getting your teammates involved in the discussion eliminates the possibility of leaving a step out and helps give everyone a more in-depth understanding of a person’s role. Research shows that we can spend as much as 80% of our time communicating, so you better make the most of that 80%. Spending that quality time talking with different members of your team across different departments early on can make or break the success of your blossoming game plan!
Plus, having quality communication with your group means that everyone is always in the loop about what is going on. No “I just heard it through the grapevine” here!
My mom always told me when I was little “the world doesn’t revolve around you, you know…” The same sentiment holds true when you’re working within your team (remember that whole ‘there’s no I in team’ thing?). Whether modifying your processes requires changing to a new software or rearranging job titles, new things always seem SO scary. Naturally, we want to stick with what we know and what we’re comfortable with. The reality is, what works best for you may not be in the best interest of somebody else, but in order for your team to work as efficiently as possible, it’s important to meet somewhere in the middle. Meeting in the middle not only ensures that everyone is happy, but can also provide the best solution to a potential problem.
For a new process to work, you have to put it into practice. Sure, you can set up an array of “tests”, but nothing will equate to working on a real project in the real world. Be prepared: It’s not going to work perfectly the first day, and that’s okay. The more you work through it, the more you’ll be able to analyze where the shortfalls lie. But to do this, you have to hold your team accountable for following the steps you all worked so hard to put into place. Of course, different people are going to complete tasks differently, but if they completely ignore your newly established process, all of your efforts have been for naught. Even more importantly, you run the risk of steps getting missed, information getting lost, or mistakes.
When giving your processes a facelift, you’re not going to get it right the first time. Remember our bike example from the beginning?
Ready for the ride?
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Anthony Builders, Inc
Launch Date | September 2019
Anthony Builders, has been constructing homes since 1974. Because they come with a strong reputation, they wanted a new site to match. With their new site from uncommn Marketing Partners, galleries are displayed to showcase their beautiful work as well as a modern and clean experience on all devices.
- Attention to brand with vibrant colors
- Galleries to display a large portfolio
- Smooth animations to direct the user across the site
- Testimonials to share experiences
- Catalog of floor plans and home models
- Meet the Team section to call attention to the the company and the ability to contact them