Client

Credit union headquartered in the Northwest, serving more than 3,000 members in two states.

Situation

• The credit union's marketing communications included statement stuffers, lobby posters and quarterly newsletters.
• They wanted a more focused effort to gain new members and also encourage current customers to use more of its services and products.

Marketing Recommendations

Direct Mail Promotion - To attract new customers, use an integrated effort involving direct mail with:

• Follow-up postcards
• Ask-A-Friend referral program

Collateral/Sales Material - A multi-faceted approach comprised of statement stuffers, a newsletter and targeted email to increase the use of the credit union's services and products among current members.

Results

Metrics used to evaluate effectiveness, improve performance and measure ROI include:

• Average number of services/products used per member
• Physically track phone calls, emails
• Click-thru rate
• Response rate to personalized URL - both pre and post follow-up mailing
• Response rate to response card
• Number of new accounts opened per month
• Number of meetings scheduled