Archive for category Financial

Credit Union Gets Great Responses and Wins Merit Award

Client:

Westerra Credit Union, formed after the merger of four different credit unions, has over $1 billion in assets and 88,000 members. Membership is open to those who live or work in a three-county area in and around Denver, Colorado, as well as employees, students, graduates, retirees and family of Denver Public Schools, Jeffco Public Schools and Safeway Corporation. Building on the strengths of all four credit unions, Westerra strives to fulfill its motto of “We are Working for You.”

Challenge:

Searching for a way to get time-sensitive information and promotional and event messages into the hands of their members, Westerra Credit Union wanted to test the use of email campaigns.

Solution:

Curtis 1000 designed and implemented four email campaigns sent to segments of the credit union’s member base.

The first campaign was sent to members who had not yet responded to a direct mail piece requesting members to share stories about the credit union that could be used to help promote its 75th Anniversary. The message was, “Celebrate 75 years with a Caribbean cruise or weekend getaway, ‘I love my credit union’.” The objective was for members to click-through to the Westerra website and enter their stories online. Curtis 1000 designed the email in a template form so Westerra can use it for future email campaigns and to ensure their branding remains consistent.

In the second email campaign, Westerra Credit Union wanted to warn their members quickly about a text message scam. Curtis 1000 used the same look and feel of the first email message, removing the images and some of the extra graphics since it was more of an informational email.

The third and fourth campaigns informed members of a new online banking system coming soon. The third email gave details about what to expect, new enhancements, how to log in and use the bill pay, and contact information if the members experienced any trouble. The fourth email was a short reminder sent out the day before the switch over to the new system

Results:

Curtis 1000 used the report dashboard to show Westerra the number of emails that were delivered and how many people clicked through to the site. We were also able to give the credit union any messages that did not get delivered so they could update their system and work with the members to obtain valid email addresses. Westerra had an excellent open rate percent on all of their email campaigns to date – 8.3% campaign one, 25.5% campaign two, 17% campaign three, and 30.1% campaign four. Westerra was also was awarded a Merit Award by the CUNA Marketing and Business Development Council for the “Celebrating Our Members” eMail campaign.

Feedback from the credit union’s Marketing Manager, Lexie Vean: “Curtis 1000 is very unique. Their marketing and technical background has helped Westerra take our e-mail marketing strategy to the next level. They are extremely professional, fun to work with and are flexible to all of our marketing needs. Curtis 1000’s work is thoughtful, professional and has been a perfect fit for our organization.”

www.curtis1000.com

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Survey enables new marketing view

Curtis 1000 Gives Credit Union Fresh

New Look at Marketing to Members

CHALLENGE:

Members First Credit Union of Manchester, New Hampshire, has three branches and approximately 13,000 members. The demographics of the credit union membership are mostly middleclass, highly blue collar, with moderate incomes. Members First was looking to put together their yearly marketing strategy. To help them with this process, the Curtis 1000 MarketWise Group ran a geodatabase demographic report and built an executive summary  of the findings. Members First was eager to incorporate this information into their plan, but they also needed a better idea of what their current members thought of the credit union.

SOLUTION:

Curtis 1000 helped the credit union put together a customer satisfaction survey. The multi-channel campaign consisted of a direct mail postcard with a personalized URL (PURL), printed surveys for inside the branches, and signage to promote the survey. The goal of the survey was to define how Members First should position themselves throughout the upcoming year, what products and services to promote, and any changes that should be made inside the branch locations. The postcard and corresponding PURL survey were divided into two distinct age segments: 18 to 39 and 40 plus. Both groups saw the same message, but the images changed to better fit the target audience in each age segment. The postcard clearly displayed the PURL and the offer on the front and the back of the postcard for  high visibility and response rate. In addition to the postcard/PURL being sent  to all their members, signage was posted at each branch location promoting the  survey and offer. The members had two options to complete the survey —visiting their PURL or completing a printed copy at their local branch. In  return for completing the survey, the credit union’s members would be entered  in a drawing to win $1,000 toward their homeheating expense (or gas card if they were not a homeowner).

RESULTS:

The survey was active for two  months. There were 702 visits  to the PURL survey (5.1% visit  rate) and 645 completed  responses to the survey (4.7%).  Based on the two age  demographic segments, 152  (24%) of the responses were from the 18-39 age group and 493 (76%) responses  were from the 40+ group.

CUSTOMER FEEDBACK:

Marcell Cruz, Director of Sales and  Marketing for Members First Credit Union, says, “Working with Curtis 1000 has given our credit union a new, fresh look on how we should be marketing to our members to bring in the business.”

www.curtis1000.com

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