Addressable Geofencing & Direct Mail Campaign
In an effort to increase in checking accounts with Cinfed Credit Union, FusionWrx executed a strategic addressable geofencing campaign that was complemented by a postcard mailer with the same campaign messaging. This approach targeted high-intent potential customers. The results of the campaign correlated with a 55% increase YOY in checking accounts opened across two branches in Kentucky.
Campaign Results
Main Takeaway
The data collected from this addressable geofencing campaign clearly connects offline interest with online interest.
The geofencing footprint proves that FusionWrx successfully put the Cinfed brand in front of a relevant local audience in the physical world, which directly mirrors the immediate traffic spikes and high engagement rates captured online in Google Analytics (GA4).
Ultimately, this demonstrates that real-world regional presence and online digital consideration worked together to build cohesive brand familiarity throughout the flight.
Other Key Takeaways
GA4 Insights
| Insight | What it means |
|---|---|
| Immediate Launch Momentum | Website traffic scaled immediately following the May 11th ad launch. This prompt increase indicates that the geographic and audience parameters were well-calibrated from day one. |
| High-Efficiency Audience Delivery | The flight successfully drove 315 total website sessions from 277 unique users. This clean user-to-session ratio demonstrates broad, fresh prospect reach within our target market while minimizing accidental duplicate clicks or wasted frequency. |
| Active On-site Brand Engagement | Visitors driven to the landing page interacted closely with the content, generating 1,020 total on-site events, averaging an impressive 3.24 actions per visit as users actively scrolled, navigated, and explored content. |
Geofencing Insights
| Insight | What it means |
|---|---|
| Precise Demographic Penetration | The programmatic tracking framework recorded 6 physical branch visits from mobile devices that were served our campaign ads. Rather than looking at this as a direct causal click-to-visit, this data serves as a practical indicator that our geofencing parameters successfully placed ads in front of the correct local demographic. |
| Deep-Funnel Re-targeting Lift | Expanding the funnel structure to capture both cold geofencing traffic and high-intent organic website visitors paid off significantly. While initial geofencing established mass regional awareness, Site Re-targeting achieved a 125% higher Click-Through Rate (0.18%), proving its high efficiency at pulling that targeted demographic back to the brand. |
| Top Contextual Ad Placements | Serving ads to consumers during their personal downtime on premium apps and websites yielded the strongest digital responsiveness. The top three click-driving contextual categories were Arts & Entertainment (22.97%), Computer & Video Games (22.30%), and Hobbies & Sports (21.62%). |
| Creative Performance by Dimension | Mobile-optimized dimensions drove the vast majority of target audience engagement. The 320x50 mobile banner served as the primary awareness creative, securing 194,550 impressions and directly reaching the users who accounted for 5 of the tracked branch interactions. Meanwhile, the 728x90 leaderboard and 336x280 square layouts proved highly efficient for recapturing warm leads, yielding top-tier re-targeting click-through rates of 0.28% and 0.30% respectively. |
Same Message, Second Channel
While the geofencing ads reached prospects on their phones, a postcard mailer reinforced the same offer in their mailbox. The piece highlighted Cinfed’s local roots, serving the Tri-State since 1934, and led with the benefits that matter most to a checking account switcher: automated payroll deduction and Bill Pay, Direct Deposit up to 48 hours early, checking accounts that pay you, and strong certificate rates.
The mailer targeted households near Cinfed’s Florence and Fort Wright, Kentucky branches, the same geofenced radius used for the digital campaign. That overlap meant a prospect could see the ad online and find the identical message waiting at home days later, reinforcing brand recall instead of competing with it.