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
1-800-341-0180, ext. 295 1-800-442 6715 in Maine [email protected]
Erica VachonDirect Marketing ServicesRepresentative
1-800-341-0180, ext. 215 1-800-442 6715 in Maine [email protected]
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
Limited time only! February 15–March 29, 2013
*VisaGiftCardredeemedatloanclosing.Loanratesdeterminedbyyourpersonalcredithistory.AutoloanscurrentlyfinancedwithOTISFCUarenoteligibleforrefinancing.Membereligibilityrequired.OfferexpiresMarch29,2013.
PresortFirst Class
U.S.PostagePAID
Farmington,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
$$$$$$$$
Save with our low auto loan rates
Auto Loan! OTIS Federal Credit Union
Christopher,
Get pre-approved today!
Christopher
no need to shop around for your next auto loan!
Take a check with you!
www.otisfcu.coop
Today
$$$$$$$$
Save with our low auto loan rates
Auto Loan! OTIS Federal Credit Union
Christopher,
Get pre-approved today!
Christopher
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.Loanratesdeterminedbyyourpersonalcredithistory.AutoloanscurrentlyfinancedwithOTISFCUarenoteligibleforrefinancing.Membereligibilityrequired.OfferexpiresMarch29,2013.
PresortFirst Class
U.S.PostagePAID
Farmington,MEPermitNo.30
SCAN TO APPLYReceive a $50 Visa Gift Card!*
1234 5678 9012 3456
christopher member
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.Loanratesdeterminedbyyourpersonalcredithistory.AutoloanscurrentlyfinancedwithOTISFCUarenoteligibleforrefinancing.Membereligibilityrequired.OfferexpiresMarch29,2013.
PresortFirst Class
U.S.PostagePAID
Farmington,MEPermitNo.30
SCAN TO APPLYReceive a $50 Visa Gift Card!*
1234 5678 9012 3456
christopher member
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.Loanratesdeterminedbyyourpersonalcredithistory.AutoloanscurrentlyfinancedwithOTISFCUarenoteligibleforrefinancing.Membereligibilityrequired.OfferexpiresMarch29,2013.
PresortFirst Class
U.S.PostagePAID
Farmington,MEPermitNo.30
SCAN TO APPLYReceive a $50 Visa Gift Card!*
1234 5678 9012 3456
christopher member
Personalization on check Personalization on gift card
Unique 800# and URL
QR Code