Case Study: Lakeland Credit Union Wins Best New Website Award

As Lakeland Credit Union’s Design and Development Team, We’re Happy To Share This Accomplishment

 

Every year, the Marketing Association for Credit Unions’ (MACU) awards Canadian credit unions for their outstanding creative marketing work from the past year.

The 23rd annual MACU Strategic Marketing Conference took place in Whistler, British Columbia this week where several awards were up for grabs.

 

We are happy to announce that Agenda Digital Marketing’s design and development of the Lakeland Credit Union (LCU) website won the Achievement in Marketing (AIM) award for outstanding creative!

“Redesigning and reorganizing an existing and robust financial website is no easy task and we approached Agenda Marketing with big ambitions and expectations to extend our brand into a ‘virtual branch’. What impressed us was their ability to actively listen and then recommend innovative ways (through technology) to achieve our objectives. We are very pleased with the outcome of many months of hard work and close interaction with Trevor and his talented team to bridge our communication needs with the great looking design you see today.

More important than gaining industry accolades, the overwhelmingly positive and forthright staff and member feedback on our new website has designated this partnership a success.”

Amber Hughes
Vice President, Marketing and Human Resources Lakeland Credit Union

 

So, here’s what LCU and Agenda Marketing developed:

 

Lakeland-Credit-Union-Best-New-Website-Award

 

Objectives

When Lakeland Credit Union came to Agenda with the need to update their website, they had a list of objectives that would help substantiate LCU as the leader in financial services in Cold Lake/Bonnyville, Alberta:

 

  1. Create a virtual home base with an updated brand to reflect the Lakeland culture
  2. Effectively and efficiently communicate to members, prospects and staff
  3. Easily deliver relevant and timely information
  4. Grow LCU membership base
  5. Showcase community involvement

 

Through collaboration and careful planning we accomplished the objectives with the following tactics:

 

Execution

 

1. Virtual Home Base with an Updated Brand

When designing this website, we chose a vibrant colour scheme to update and reinvigorate the Lakeland brand while also helping to express their optimism, energy and modernism. The site is bright, fresh and inviting.

 

2. Communicate to Members, Prospects and Staff

Over the years, the old LCU website had become an amalgamation of product/service information, resources, tools, news and updates that clearly lacked a defined information path for users to find what they were looking for.

 

Lakeland_Credit_Union_Old_Website_02

 

One of our biggest tasks when planning this website was to create a categorized sitemap that would allow the user to find valuable information as quickly as possible. The navigation bar was customized to allow for the listing of the major sections (Personal, Business, Finance and Community), and then a further drop down menu was used to showcase the “section-at-a-glance”.

 

Lakeland_Credit_Union_Navigation

 

Rotators, sidebars, sectional homepages and calls-to-action were used throughout to highlight areas of importance as defined by LCUs business and communication objectives.

To encourage users to provide comments, ideas, questions or praise, we built in a Feedback module that expands when users click on the “Give Us Feedback or Contact Us” talk bubble at the bottom of the site.

Lakeland_Credit_Union_Feedback

Similarly, we implemented call-outs on the inside pages that showcase a picture of a staff member with their name and title; these widgets invite users to contact them and promotes engagement while highlighting LCU’s desire to help.

Lakeland_Credit_Union_Feedback

Also, a secure portal area was built to allow LCU to share confidential information and resources with its Board of Directors.

Lakeland_Credit_Union_Board_Of_Directors_Login

3. Easily Deliver Relevant and Timely Information

To enable LCU to deliver relevant and timely information with its members and potential members, we developed a website with an extensive and customized content management system. Lakelandcreditunion.com uses the WordPress platform which allows the administrators of the website to update the site effortlessly.

LCU is in full control of:

  • Updating page, menu, sidebar, header or footer content
  • Designing and placing their own rotators
  • Updating tables and charts
  • Managing content for the board of directors secure login area
  • Updating community events and calendars

 

4. Grow LCU Membership Base

A user friendly online form was developed to encourage users to start the steps to become a LCU member.

We also developed an interactive profit sharing calculator to communicate the benefits of becoming and LCU member. Users can use this calculator to see how much their “ownership” in the credit union (each member is a part owner) would translate into at the end of the year. The more you invest with them, the more of the profits you will share.

 

Lakeland_Credit_Union_Profit_Sharing_Calculator

5. Showcase Community Involvement

With an event calendar that is consistently quite full, it is important that LCU is able to share upcoming events with the community. We developed an event calendar for the website where users can view the calendar month or click on an event to find out more details.

 

Lakeland_Credit_Union_Event_Calendar

 

Other Considerations

 

Website Launch Promotion

To generate awareness of the site’s launch, we developed a contest that automatically leads visitors through the site by asking a series of questions designed to highlight key functionality, and new content areas of the site. If the contest questions were answered successfully, they were entered into a draw for an iPad.

 

LAKELAND_CREDIT_UNION_content_website

 

Newspaper advertisements and in-store signage were also used to promote this online promotion.
Lakeland_Credit_Union_Launch_Promotion
Lakeland_Credit_Union_Launch_Promotion

We are very proud of this accolade – another testament to a great team effort.