I Don’t Do Piggy Banks

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Piggy Bank with large warning sign

When you think of an ad for a financial institution, what immediately comes to mind?

There is the woman who dangles keys outside the car window. That’s perfectly natural… sigh… when we get a new car. Then there’s the tiny house – that perfectly square illustration we’ve come to know since we were 3 years old. And then there’s the piggy bank, that clay or plastic oinker we drop coins in that is a natural tie-in to savings.

Yeah, I avoid those clichés like the plague. They rarely are persuasive. For sure they are icons, but they don’t speak with intention, purpose or persuasion. And with these symbols so prevalent in our industry, they no longer grab attention (if they ever really did).

When we advertise our credit union or community bank, it shouldn’t be a simple exchange of information. We’re in the business of changing lives. You need a marketing message that resonates. Here are three real examples:

‘This is Jacked Up’
This was a headline for an auto campaign with a photo of a large pickup truck. It even had lightning bolts along the side of the vehicle. For those members who suffer through “truck envy,” we have every Alpha male’s dream pictured here. The headline, “This is Jacked Up,” applies to not only the vehicle, but the offer to beat the consumer’s current auto rate or receive $100 if the credit union can’t.

‘Bank Fees Doing Dino Damage?’
An image an inflatable T-Rex chasing people in a park helped shed some light on why consumers should switch from one of the “money hungry” banks to a community-chartered credit union. For those chomping to make a switch, this ad was a playful, clever way to capture attention and spur a conversation.

‘Open Your World’
Imagine a picture of a young girl leading her family from outside a well landscaped home with a plate of scrumptious food. It’s the unofficial start of summer (Memorial Day), with splashes of color found throughout the frame. With a headline of “Open Your World,” we make a connection between home improvement and a love of family. The ad lists some of the core home improvement projects one can achieve with a Home Equity Line of Credit. A beautiful house. A beautiful family. A beautiful time of year to make a house a home.

Note Well: Your goal is to attract your best members/customers. Who is your ideal consumer? Allay their doubts and fears, answer their most pressing needs or wants, and communicate how your solution creates meaning – why your products or services really matter in their lives. You want consumers who get excited about what you do. Don’t just sell yourself. Consider how your message makes people feel.

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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