Clonmel Credit Union - TSG Growth Marketing

Driving Hyper-Focused Local Growth for Clonmel Credit Union

Results

Geo-Targeted Success

Targeted neighbouring towns to achieve 197% more link clicks.

Increased Lending

Specific focus on Mortgages as a product due to instability of bank rates.

Reach Increase

Achieved 89% more visibility on their social media channels YoY.

About The Customer

Clonmel Credit Union is based in Tipperary, Ireland and it’s mission is to promote the financial well being of its members. It began with 63 members and a total capital of £94 in 1963. It now has 32,000 members to whom it lends €25 million every year.

Industry

Financial Services

Company Size

Small Medium Enterprise

Services

Growth Marketing Subscription

The Challenge

Clonmel Credit Union (CCU) is a small yet highly successful financial institution offering a wide range of products to its members. However, membership is limited to individuals living or working within a 20-mile radius of Clonmel—a message that was not widely known in neighbouring towns. With no in-house marketing or design team, CCU faced the challenge of building brand awareness, recruiting new members, and promoting their new mortgage product at a competitive 4% interest rate. They also aimed to differentiate themselves from banks by highlighting the trustworthiness and community focus of credit unions.

The Solution

Through partnering with CCU on a Growth Marketing Subscription, The Smart Group developed a comprehensive strategy for their growth plan. The strategy focused on increasing local awareness of their amazing products and membership benefits, growing membership, and promoting CCU’s new mortgage offerings.

Monthly Social Media Content Calendars

We created and managed monthly social media content calendars, incorporating a mix of images and videos designed to engage the local community. These posts were carefully crafted to resonate with the target audience, highlighting the benefits of membership and CCU’s unique product offerings. Clear content pillars were established to guide our social media efforts and these pillars included a balanced mix of educational content, engaging/fun posts, and targeted sales material. Thorough analysis of the content’s performance was conducted on a month-to-month basis. By tracking key metrics such as engagement rates and click-throughs, we were able to refine our strategy continually. This data-driven approach allowed us to identify what resonated most with the audience and adjust our content mix accordingly.

Mortgage Advisor Campaign

Recognising the importance of personal connection in financial services, we developed a strategy to feature Audrey, CCU’s mortgage advisor, in a series of videos. These videos addressed common mortgage terms, misconceptions, and FAQs, helping to demystify the mortgage process for potential members. The content was shared on social media platforms like Facebook and Instagram, both organically and through paid ads, and also served as a lead generation tool on Meta.

The Smart Group delivery eye-catching campaigns with well thought out creative content, and always impress with their positive attitude and passion. For our most recent campaign, they delivered high-performing content that proved successful across all demographics. I highly recommend The Smart Group team for all marketing campaigns.

Finn Lyons
Marketing Manager

The Results

3-Month Social Media Mortgage Campaign:

Total Numbers of Leads: 121
Impressions: 320,000
Click Through Rate: 2.55%

View More of Our Work

Cantec faced a challenge with their digital presence that stemmed from a fragmented brand identity…

SmartOffice, a finance software company with a young and dynamic team, wanted to break free from the traditional…

Clonmel Credit Union (CCU) is a small yet highly successful financial institution offering a wide range of products to its members.