Addition Financial

Breaking Ground into New Digital Channels

As one of the largest credit unions in Central Florida with $1.8 billion in assets and approximately 160,000 members, Addition Financial turned to GreenHouse as a strategic marketing partner in 2017.

The credit union is known in the community for truly serving the needs of its members in branches, but needed some help bringing this member-first mentality online. GreenHouse did just that by creating a cohesive experience across the entire digital member journey.

  • Digital Experience Strategy
  • Website Design & Development
  • Content Marketing
  • Digital Campaigns
  • Sales & Marketing Alignment

“From understanding our goals and member values to creating strategic content and design, the GreenHouse team has truly become a trusted partner to our marketing department at Addition Financial. Based on their expertise, follow-through, and results, I would gladly recommend GreenHouse to other financial institutions.”

— Suzanne Dusch, VP of Marketing

Content Marketing

Educating members with original, engaging content

With their roots in education, Addition Financial knew the value in creating educational content that empowers members and the community to achieve their financial goals. Yet, they had limited digital resources available to the public.

Inbound Marketing Playbook

Based on member interviews, on-site workshops, and data analytics, GreenHouse created inbound marketing playbooks every 90 days that focused on different member personas. The original, keyword-optimized content we created spoke to the members’ goals and challenges so that it connected and converted.

Addition Financial Educational Blogs

Content Marketing

Keyword-Optimized Educational Financial Blogs

Addition Financial Landing Page

Custom HubSpot Templates

Marketing Qualified Content Offer Landing Pages

Lead Nurturing Emails

Once a lead raises their hand by filling out a form, we use marketing automation to follow-up with them on a one-to-one basis. This allows Addition Financial to offer personalized and relevant offers to marketing qualified leads at scale. It also streamlines the hand-off from the marketing department to the sales team as lead scoring only sends the most engaged leads for follow-up.

Addition Financial Digital Ad

Digital Campaigns

Increasing member wallet share and driving core deposits

Using disconnected marketing tools, Addition Financial was unable to track campaigns back to member and loan growth. They had never invested in digital advertising at scale, so this gave us room to test different marketing channels and optimize for cost per acquisition. We utilized email marketing, custom Facebook audiences, and search intent Google Ads to promote high-value loan products.

Campaign Personalization

Our team also set up and managed the marketing and sales automation platform for Addition Financial by first bringing their entire member database into the CRM. Then, utilizing the robust engagement and member data, began personalizing the website to cross-sell members and put relevant offers in front of new visitors browsing the site.

Sales & Marketing Alignment

Enabling member service representatives to close and delight

As the roles of sales and marketing continue to blur, it becomes critical to align departmental efforts towards a singular goal: customer-first digital growth. With the introduction of inbound sales strategy and software, the Addition Financial sales department participated in multiple on-site training sessions hosted by our team.

GreenHouse also assisted in setting up and maintaining the product sales pipelines to track leads through the buyer’s journey and report on outcomes. Using the sales automation tools inside HubSpot, our team gave Addition Financial a streamlined way to follow-up with and close sales qualified leads interested in high-value loan products.


Interested in learning more?

We’d love to hear what projects you have on the roadmap and how we can help you get the results you’re looking for.

Contact Us