A Case Study in Domain Marketing


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The Challenge

Like many credit unions, Verve Credit Union faces stiff competition from large national banks and other financial institutions. To stay competitive, Verve Credit Union needed to differentiate itself in the market and attract new members while retaining existing ones.


Verve Credit Union’s domain marketing strategies have had a significant impact on its online presence and brand awareness. The credit union’s main website, verveacu.com, receives over 200,000 visitors per month, and its microsites have been successful in targeting specific niche markets. In addition, Verve Credit Union has won several awards for its marketing campaigns, including a Diamond Award from the Credit Union National Association.


Verve Credit Union decided to focus on domain marketing as a way to enhance its online presence and increase its brand awareness. Domain marketing is a strategy that involves acquiring domain names that reflect the company’s brand and using them to direct traffic to the company’s website.

Verve Credit Union took a multi-pronged approach to domain marketing, which included the following strategies:

Acquiring Strategic Domain Names:

Verve Credit Union acquired several domain names that were closely related to its brand, including verve.com, vervecu.com, and bankverve.com. These domain names were chosen to help potential members find the credit union more easily and to help protect the brand from cybersquatting.

Developing Microsites:

Verve Credit Union developed several microsites that were designed to target specific niche markets. For example, the credit union created a microsite for college students called “Verve for College” and a microsite for small business owners called “Verve for Business.” These microsites were used to provide targeted information and resources to these specific audiences, and to drive traffic back to the main Verve Credit Union website.

Creating Customized URLs:

Verve Credit Union created customized URLs for its marketing campaigns, such as “joinverve.com” and “vervegiveaway.com.” These URLs were designed to be memorable and easy to type, and they helped to reinforce the credit union’s brand identity.


Verve Credit Union’s domain marketing strategies have been successful in helping the credit union stand out in a crowded market and attract new members. By acquiring strategic domain names, developing microsites, and creating customized URLs, Verve Credit Union has been able to enhance its online presence and increase its brand awareness. As a result, Verve Credit Union has become a leader in the credit union industry, and its innovative marketing strategies serve as a model for other financial institutions looking to differentiate themselves in the market.