Citadel Federal Credit Union

A Preeminent Financial Digital Ecosystem

Location Nearest You

Location Nearest You

The site integrates convenience-based personalization. At the top of the homepage, a new header shows users their “closest branch.” Using GeoIP location technology, TBG developed this feature to detect a user’s location and automatically display the nearest Citadel branch or ATM location to the user. The user can then easily access driving directions to the location or other information like hours of operation, branch amenities, and the distance from the site user. Furthermore, the feature has been produced with personalization in mind: portlets and the locations search will incorporate information about the user’s location to personalize the experience.

Comparison Tool

Comparison Tool

The site makes it easy to compare financial products. Continuing its effort to help customers, Citadel was focused on creating an easy way for users to compare like products. Prior to the redesign, Citadel had used static charts. TBG implemented a content managed, responsive, and usability tested (and approved) compare feature that allows users to select and compare up to three products side by side. This feature works on and scales to all devices and uses highly-structured product content to ensure that every product has comparable information to enable users to make informed decisions.

Personalized Experience

Personalized Experience

The site was built to offer an abundance of personalization capabilities. Hero images and headlines, promotional areas, and featured product details change throughout a user’s experience based on marketing campaigns—both driven by recent customer behavior and new customer search. This enables for targeted CTAs on site to increase a customer’s likelihood to convert, while providing upsell opportunities for recent buyers. TBG and Citadel continue to advance the personalized experience of Citadelbanking.com by enabling both implicit and explicit personalization, that is, known information about a user (such as the user’s location) and information gained from user behavior that implies information about the user. Goals currently tracked on the site and engagement with content will enable the ability to match users to profiles and implement further personalization programs.

Content Managed Infographics

Content Managed Infographics

Aspects of the site are content-managed that you wouldn’t expect. TBG designed and built a content-managed, portable, repeatable infographic that allows Citadel to reuse parts or whole infographics throughout the site, as well as spin up brand new ones without design or technical assistance. Citadel can insert these infographics on almost any template, either within the body of the page, or in the "hero" area at the top of the page. Citadel’s content editors are able to create a section of the infographic that is one, two, or three columns wide; TBG designed six different modular blocks that can be used and tailored, repeated, or omitted. These features allow the marketing team to play around with the layout and overall look to make each iteration different from the last. Citadel can also easily content manage data, statistics and images on the back-end with Sitecore CMS.

Fully Responsive Design

Fully Responsive Design

Citadelbanking.com is not only a high-contrast, captivating experience on the user’s desktop but also features fully responsive design with optimized performance for mobile devices. Utilizing Sitecore 8.1, TBG designed and developed flexible templates that allow components to be reordered or used as needed to allow full control of page layouts depending on content needs for screens of all sizes. The site’s clean responsive views allow for the user to easily navigate through the site regardless of the visitor’s browser or device, and TBG designed template layouts and portlets so that they’re easy to read and access.

TBG & Citadel

Citadel Federal Credit Union and TBG partnered on the redesign and replatforming of Citadelbanking.com. We continue to collaborate, implementing new features to make the most of the extended digital marketing feature set of Sitecore CMS to advance Citadel’s digital universe. The focus of the project was to both redesign the site to improve usability and bring the design up to a contemporary high standard as well as rebuild the site in Sitecore’s latest version.

Utilizing Sitecore, the new digital experience improves Citadel’s digital marketing in many areas, including digital operations, content management, template flexibility, and high-value tools that are easy to update and manipulate. The fully responsive site, built for personalization, goes above and beyond a basic marketing tool and offers the ability for Citadel to attract new customers and sell more to existing customers. It represents a major strategic shift away from the old site, which was much more simple in structure, to a state-of-the-art interactive digital powerhouse that features informative, relevant financial literacy content based on milestones such as applying for a new job, getting married, starting a family, and retirement. In addition, portlets that feature related content at the bottom of a page lead customers along their journeys through the site and take them to the next logical page. Within a month of the site going live, this improved user experience quickly led to significant increases in page views and time spent on the page. In fact, session duration has lengthened more than 75% since launch.

A primary goal of the project was to create a straightforward, interactive, and accessible user experience with the intention of helping customers achieve their needs on the site, whether to find product information prior to visiting a branch, open a bank account, or apply for a home mortgage. Through hover animations and high-contrast, multi-dimensional (yet minimal) graphics, the new site is not only pleasurable to the eye but also offers dynamic presentations of content, such as powerful infographics to present information that Citadel’s digital team can easily manage on the Sitecore back-end. Integral to the redesign and rebuild process, digital operations strategy was always top-of-mind throughout the project: the new experience must be able to scale both from a content and offerings perspective but especially from a management perspective. TBG continues to consult with Citadel to help maximize operational efficiency.

Last but not least, TBG developed all of the templates flexibly with the ability to adapt to the individual user—that is, to allow for a personalized user experience and to trigger digital marketing actions—the next phase in TBG’s work with Citadel. Further user research findings will help define target audiences and user behavior that will determine personalization strategy and implementation as well multichannel marketing activity, such as email marketing. As the digital universe evolves, Citadelbanking.com will utilize the best and most advanced aspects of Sitecore’s robust platform. Already, site analytics have revealed a substantial growth in visits and entrances coupled with a sharp decline in bounce rate.

"We are thrilled to have launched the new Citadelbanking.com with the industry-leading Sitecore platform and the unsurpassed expertise of TBG. This site gives our current and prospective customers an optimal digital experience, and we are excited for how it makes banking with Citadel even more convenient and beneficial."

Mike Schnably

Senior Vice President, Citadel

  • magnifying glass icon22 Branch Locations
  • check icon80+ Years in Business
  • person icon200,000+ Customers
  • trophy iconNamed a “Top Performing Credit Union” by SNL Financial
State-of-the-Art “Learn & Plan” Tool

State-of-the-Art “Learn & Plan” Tool

Prior to the redesign of Citadelbanking.com, Citadel's planning and educational content was dispersed throughout the site and often buried or siloed in microsites. TBG recommended bringing it all together, making it easy for users to filter and find relevant content, and building out new content for previously under-represented life stages. That's exactly what we did. We refer to this area as the "milestone" section, as it's meant to help people throughout their financial lives—from the first job to estate planning. This section also features an interactive graphic that allows users to auto-filter content by life stage. It's visual, fun, and true to Citadel's promise of truly caring about its customers

Highly Flexible, Modern Digital Operations

Highly Flexible, Modern Digital Operations

Modular page architecture supports flexible page layouts depending on content needs, as well as allowing for shared content across the site. These features make it easy for the Citadel marketing team to spin up new pages, and saves content management time with only having to edit shared content in one central location. These flexible templates allow components to be reordered, or used as needed, allowing for numerous page configurations based on content needs.