HIGHTSTOWN, N.J. – New Jersey credit unions saw the highest number of visitors ever to bankingyoucantrust.com during the first quarter of 2014. With nearly 6,000 unique visitors and over 11,000 page views, more than 56% of the traffic can be attributed back to a secretive billboard campaign the NJ Credit Union League ran through its Banking You Can Trust advertising program.
One of the "Why It's Important" billboards.
The billboard campaign was simple, with just the dollar figure that New Jersey credit unions saved New Jersey residents and a unique URL, www.whyitsimportant.com. The URL tracked back to the Banking You Can Trust site with an explanation of the number.
During the process of understanding the billboard, 24.5% of visitors searched for a credit union during their visit to the site. Visitors through the campaign also spent significantly longer on the site, over four minutes, compared to visitors from all other advertising outlets.
“We kept the billboard campaign a secret so we could analyze the impact and success of the campaign without too many credit union folks visiting the site upon launch,” said Candice Nigro, director of marketing & communications. “The campaign began running over Super Bowl weekend and will continue through 2014, but we will change the message throughout.”
April numbers are already looking great for the campaign with almost 60% of visitors coming from the billboards.