That’s a wrap
(December 4, 2013) — It may not be a bacon wrapped vehicle, but Texas Trust Credit Union’s new roaming billboards are gaining attention.
With gas costs rising to nearly $600 a month for one community relations officer, Texas Trust took action to make that money work harder.
“Our community relations officers are out and about every day,” says Amber Danford, senior vice president of marketing. “When we analyzed the cost of gas compared to the cost of a billboard, the decision to wrap a vehicle made perfect sense.”
Danford continued, “Generating visibility in a dense metropolitan market isn’t easy. Our newly wrapped Jeeps give us more exposure than a static billboard and provide a practical service too.”
Texas Trust purchased two 2012 Jeep Patriots, wrapping each vehicle entirely. The credit union’s website address is prominently displayed on the back and each side of the jeeps. A 3D design was added to one of the Jeeps, creating an illusion that the credit union’s Cash the Eagle mascot is riding in the back with the tailgate open.
The Jeeps are primarily used by community relations officers and the credit union’s community financial education coordinator.
“We’re still relatively young in the market and have to be creative in how we generate visibility,” said Danford. “The wrapped Jeeps give us great exposure in the community, and enable us to get involved in school and community parades.”
As Texas Trust quickly discovered, its wrapped Jeeps provide a significant benefit over traditional forms of advertising, reaching more consumers at a lower cost per impression than any other form of outdoor advertising.
According to the Outdoor Advertising Association of America, one vehicle wrap can generate 30,000 to 70,000 impressions daily. Fleet vehicle advertising is also known to boost name recognition 15 times greater than other forms of advertising.
“We no longer fight over whose car we have to take to an event. Now we fight over who gets to drive the Jeep,” said Danford.