The campaign was created to generate strategic awareness of Tandia’s Fall Deposit Campaign through a combination of both in-branch communications and external advertising. Historically, Tandia runs a deposit campaign each fall. These campaigns are designed to support acquisition of new money on deposit from both current and new members. In 2018 the message centered around the great rate Tandia was able to offer. Tandia sought to get prospective members to reach out to them, become members and make their first deposit. They also wanted to deepen relationships with current members by increasing their funds on deposit. The strategic message was simple: “Get a great rate when you save with Tandia!” A combination of external/out of home media were selected to ensure broad coverage of the Prospective Member target group in the geographic trading areas of the branches including community newspapers, boulevard signage, digital out of home, radio and in branch communications.