SELCO COMMUNITY CREDIT UNION
Hispanic populations are historically underserved when it comes to financial services, with language, financial literacy, and awareness serving as barriers to banking for many Hispanic Oregonians. In this challenge, SELCO Community Credit Union saw opportunity.
Specifically, the opportunity to use a combination of Spanish-language advertising, free financial education resources, and regional awareness across SELCO’s 17 statewide branches, to make banking more accessible, approachable, and appropriate to Oregon’s Hispanic community.
Campaigns developed with this audience in mind included a mix of traditional and digital (META, Google, Bing, Pandora, Spotify, and organic) advertising, Spanish language in-branch signage, bilingual in-branch staff, and bilingual member support representatives.
Early proof of concept came in the form of receiving the University of Oregon’s inaugural Latino Roots Award. Further reinforcement came when Spanish language digital advertising outperformed traditional digital advertising. And anecdotal validation came in the form of feedback from personal interactions with current and prospective Hispanic members.
DVA Advertising & Public Relations is a mid-size, strategy-driven, full-service agency located in Bend, Oregon. Established in 1990, we specialize in travel/tourism and destination marketing, outdoor sports and recreation, wine and craft beer, and health care and financial services categories.