Increase RRSP investment with Island Savings by $14,000,000 while educating and developing a relationship with the two target audiences:
Evoke an aspirational feeling around RRSP investing and position Island Savings as the neighbourhood investment experts. All of our tactics were chosen with education in mind and with the purpose of sharing the message that even though Island Savings is local, they are equally as capable as the big banks. We enforced this position by featuring 3 actual Island Savings investment experts in radio spots discussing common RRSP and investing misconceptions. This messaging was mirrored in the social media strategy which focused on educating consumers through a Facebook contest, as well as a YouTube video series.