UWCU is a $4.5 billion financial institution with a strong reputation and rapid growth, which means it needs smart content strategy and digital solutions to keep up with its 300,000 members and counting.
Working as digital content strategist and copywriter, I supported the overhaul and reimagining of our onboarding program. In partnership with data analysts, I was able to refocus and prioritize messaging to align with business goals and deliver a better member experience.
As a high-profile marketing initiative and the brand interaction that sets the tone for a member’s relationship with us, onboarding does a lot of heavy lifting. It also involves huge cross-functional cooperation. I coordinated with teams across sales, operations, IT and product to ensure our messaging not only complemented other teams’ work, but leveraged it.
Working in partnership with UX and engineering teams, plus other marketing folks and business unit stakeholders, I helped reconfigure our entire website. This included restructuring the site taxonomy, adding more than 100 new pages of content, and creating new layouts and crosslinks - all to improve navigation, experience, SEO and key performance metrics in GA.
Just a few weeks after go live, we saw 48 search phrases move into the top ten. Apply now clicks went up 200% YOY.
Teaming closely with UX designers, I create app copy that’s both functional and beautiful, offering a seamlessly branded experience from email to public site to online banking.
I develop UX content ranging from the smallest microcopy explaining various features to completely new lending applications to essential app wizards such as transfers and payments.
I write effective emails that resonate with target audiences and drive results. This home refinancing email generated a more than 150% increase in applications overnight, from around 70 applications per day to more than 300. Our marketing efforts supported a 100% increase in home loans and refinancing from less than $1 billion to over $2 billion YOY.
I develop campaign copy from start to finish, clarifying goals and audiences, identifying features and calls to action, coordinating digital and print design, and monitoring results for future optimizations. Channels include email, direct mail, out of home, digital display ads, paid social, landing pages, owned-app ads, experiential signage and more.