targeted tactics turn member buying power into $1,789,969 ... · targeted tactics turn member...

Targeted Tactics Turn Member Buying Power into $1,789,969 in Auto LoansEight-week campaign brings in 32 new loans, with a return of $18.27 for every marketing dollar spent!

OTIS FCU’s goal was to increase auto loans. They used direct mail and statement inserts to spread the word that the credit union was their members’ best resource for getting the keys to a new car. They had observed that their credit card holders do a lot of borrowing, so a key strategy was to put an insert in member credit card state-ments. This targeted campaign encouraged members to act now to take advantage of low auto loan rates, while a pre-approved share draft program gave members the buying power to make the process simple and convenient for all involved.

The OfferTargeted collateral communicate a unique opportunity at a great rate

➡ A limited offer

➡ Simple pre-approved share draft program

➡ Refinance existing auto loans from other financial institutions

➡ Financing at 100% NADA value, plus title, tax and license

➡ 25% rate reduction with direct deposit and automatic loan payments

Target AudienceTargeting likely loan hunters with direct mail and inserts

➡ 1,524 members with a Visa Credit Card

➡ 3,636 members 18–65 with checking and no auto loan

➡ 173 Young & Free, free4ME Checking members with no auto loan

➡ 70 members with auto loans maturing within 6 months

➡ 369 members who paid off an auto loan within the past 12 months

➡ 7,358 members receiving checking account statements

Tracking ToolsComprehensive measurement reveals best mediums for response

Unique URL ➡ 42 clicks through the unique URL tracking used on the postcard

www.OTISLowRate.com

➡ 32 clicks through the unique URL tracking used on the statement

insert: www.otisfcuauto.com

➡ 26 clicks through the unique URL tracking used on the Visa

statement insert: www.OTISLowRate.com

CaseStudyResults

LOCATION: JAY, MAINE

FIELD OF MEMBERSHIP: ANYONE WHO

LIVES, WORKS, WORSHIPS, OR ATTENDS

SCHOOL IN FRANKLIN COUNTY, CANTON,

FAYETTE, HARTFORD, LEEDS, LIVERMORE,

LIVERMORE FALLS, MOUNT VERNON,

READFIELD, TURNER, VIENNE, AND

WAYNE, MAINE

ASSETS: $129,922,044

MEMBERS: 10,417

(continued on back)

Used Auto Loans at

New Auto Loan Rates!

Visit OTIS FCU before you shop and get

pre-approved! Call 800-721-7248 or visit

www.OTISLowRate.com to apply online!

• Competitiverates

• Refinanceexistingautoloansfromother

financialinstitutions

• Financingat100%NADAvalue,plustitle,

taxandlicense

• .25%ratereductionwithdirectdepositand

automaticloanpayments

Limited time only! February 15–March 29, 2013

*VisaGiftCardredeemedatloanclosing.Loanratesdeterminedbyyourpersonalcred

ithistory.

AutoloanscurrentlyfinancedwithOTISFCUarenoteligiblefo

rrefinancing.Membereligibility

required.OfferexpiresMarch29,2013.

PresortFirst Class

U.S.Postage

PAIDFarmington,MEPermitNo.30

SCAN TO APPLYReceive a $50 Visa Gift Card!*

1234 5678 9012 3456

christopher member

no need to shop around for your next auto loan!

Take a check with you!

www.otisfcu.coop

Today

$$$$$$$$

Save with our low auto loan rates

Auto Loan! OTIS Federal Credit Union

Christopher,

Get pre-approved today!

Christopher

Campaign Services Included:

• Comprehensive Creative Concept and Design

• Copywriting and Messaging Development

• Preliminary Data Analysis

• Unique Data Mined Extract

• Personalized Postcards

• Traceable 800 Numbers, Unique URLs and QR Code

• Program Implementation and Management

• Tracking, Monitoring and Reporting

www.synergentcorp.com

Tracking Tools (continued)

Unique 800# ➡ 20 calls placed to the unique 800# used on the postcard

➡ 3 calls placed to the unique 800# used on the checking account statement insert

➡ 2 calls placed to the unique 800# used on the Visa Credit Card statement insert

ResultsMultiple contact points, one impressive outcome

132 new loans generated over the 8 week period ➡ $1,789,969.86

61 targeted members received a postcard ➡ $940,661.60

Loan volume for the same period year after year ➡ Increase of $671,983.10

Return on InvestmentA solid strategy yields high ROI!

➡ Total first year earnings on new loan interest was $86,992.53

➡ Realized return of over $18.27 for every marketing dollar spent the first year

For more information

Shannan HeacockDirect Marketing ServicesRepresentative

1-800-341-0180, ext. 201 1-800-442 6715 in Maine [email protected]

Stephanie LoveDirect Marketing ServicesRepresentative


Erica VachonDirect Marketing ServicesRepresentative


Contact our Direct Marketing Service Representatives for more information on how we can help you meet your marketing goals!

Used Auto Loans at New Auto Loan Rates!

Visit OTIS FCU before you shop and get pre-approved! Call 800-721-7248 or visit www.OTISLowRate.com to apply online!

• Competitiverates• Refinanceexistingautoloansfromother financialinstitutions• Financingat100%NADAvalue,plustitle, taxandlicense• .25%ratereductionwithdirectdepositand automaticloanpayments


*VisaGiftCardredeemedatloanclosing.Loanratesdeterminedbyyourpersonalcredithistory.AutoloanscurrentlyfinancedwithOTISFCUarenoteligibleforrefinancing.Membereligibilityrequired.OfferexpiresMarch29,2013.

PresortFirst Class

U.S.PostagePAID

Farmington,MEPermitNo.30


1234 5678 9012 3456

christopher member



www.otisfcu.coop

Today

$$$$$$$$



Christopher,


Christopher



www.otisfcu.coop

Today

$$$$$$$$



Christopher,


Christopher






PresortFirst Class

U.S.PostagePAID



1234 5678 9012 3456

christopher member






PresortFirst Class

U.S.PostagePAID



1234 5678 9012 3456

christopher member






PresortFirst Class

U.S.PostagePAID



1234 5678 9012 3456

christopher member

Personalization on check Personalization on gift card

Unique 800# and URL

QR Code

targeted tactics turn member buying power into $1,789,969 ... · targeted tactics turn member...

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