CLEVR
MONEY

The Challenge

CLEVR Money is a community credit union, member owned and not for profit. When I came on board the organisation had been in a stagnant position for around three years. Growth had flatlined. Everything was outsourced to external agencies who built the website, managed social media, and made business development decisions without real marketing expertise behind them.

The budget was limited and what existed was being spent on agencies delivering the same results. Social media was lifeless. Blog content was repetitive. Ad spend was too thin to create any real momentum. The organisation knew something needed to change but didn't know what or where to start.

There was no data to begin with. No clear picture of what was working, what wasn't, or why.

The Approach

I started from zero. The only data available was a year of Google Analytics from 2023. Financial data was inaccessible due to legal restrictions, which meant the usual demographic and behavioural insights weren't available.

So I went to the market instead.

I researched the credit union sector in depth and found that the challenges CLEVR Money faced were not unique. Limited marketing budgets, no dedicated marketing expertise, and business development decisions being made by people doing marketing alongside other roles was a sector wide problem.

That insight shaped everything. The issue wasn't just internal. It was structural. And it meant that a fresh approach to how CLEVR Money showed up in the world could create a real competitive advantage.

I recommended bringing everything in house. I requested a proper marketing budget and a green light to purchase the digital assets needed to build a complete internal marketing operation. The organisation took the calculated risk.

The Work

I built a new website from scratch. Set up an internal social media and marketing suite. Developed a new brand spirit that shifted CLEVR Money from formal and stiff to warm and approachable for family products while keeping things clear and professional for corporate partnerships.

New social media presence, new print marketing materials, and a new energy in the content. Blog posts with real substance. Online competitions and social media gaming to drive engagement. I wrote articles for publications and magazines, took part in public speaking at events, and secured new partnerships within record time.

Social media campaigns ran with precision, timing the algorithm to work in our favour. Ad spend was focused and intentional rather than scattered.

Everything was built and run in house. No external agencies. Full control.

The Outcome

The results were significant. Revenue doubled in two years. Several months recorded the highest revenue since the organisation was established. Memberships increased by 20%. Partnerships grew by 12%. Social media following increased by 35%.

CLEVR Money went from three years of stagnation to sustained growth with a fully operational in house marketing function, a strong digital presence, and a brand that finally reflected what the organisation stood for.