Credit Union Cashes In
          With Multi-Piece Strategy

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.


Smart Growth Solutions

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 to increase the
use of the credit union's services and products among current members:

    •  Statement Stuffers, 
    •  A Credit Union Newsletter 
    •  Targeted Email Campaign 

Refine Results

The variety of metrics used to evaluate effectiveness, improve performance
and measure ROI included:

   •  Average number of services/products used per member
   •  Physically track phone calls, emails
   •  Website 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