Oswego County Federal Credit Union in upstate New York wanted to boost auto loan balances in the fourth quarter. Working together with Synergent Marketing Services, they created a campaign offering up to $300 cash back for refinanced or new auto loans and marketed this limited time offer to members using personalized postcards and emails. Members were encouraged to “experience financial freedom” with a spirited, fun design.
Targeting nearly 2,400 current members based on carefully selected criteria, the credit union opened 165 new auto loans totaling $3,258,351 in new loan balances, a 12% increase in total auto loan balances over the same period the prior year and a 3.2% conversion rate.
“We are extremely pleased with the results on this campaign” shared Bill Carhart, CEO of Oswego County FCU. “Without the expertise and efforts of Synergent Marketing Services, we would have forgone these gains.”
Oswego County FCU utilized the power of targeted data mining in combination with design, clear and concise messaging, and a strong offer to make their auto loan campaign a success.
The Offer
Members were offered a limited time offer with up to $300 cash back with terms up to 72 months. An online application made it most convenient for members to apply.
Target Audience
2,373 targets in the following categories were identified:
- Members making ACH auto loan payments to other lenders
- Members who paid off their Oswego County FCU auto loan
- Members who are due to pay off their Oswego County FCU auto loan
- Members with a checking account and a loan, but no auto loan at Oswego County FCU
Response
- 35.55% open rate
- 189 unique clicks on the postcard URL Results
- 165 new loans opened over the campaign period, totaling $3,258,351
- 12% increase in total auto balances opened in the same period in 2018
- 3.2% conversion rate based on the 2,373 members on the targeted marketing list
Return on Investment
- Estimated first-year earnings on interest income: $90,253
- Estimated interest earned over the life of the loan: $243,119
- Return of $7 in first-year interest income for every marketing dollar invested
Award Winner
Synergent submitted the creative elements of this campaign to the Marketing Association of Credit Unions (MAC) and was pleased to learn the credit union received a coveted MAC Award for the Market Segment Program category. Congratulations to Oswego County FCU!
Total Loans Opened
Included Campaign Services
- Comprehensive Creative Concept and Design
- Targeted Data Extract and Data Mining
- Copywriting and Message Development
- Full-Color Postcards
- Companion Email Development
- Unique URL Redirect
- List Preparation and Mailing Services
- Tracking, Monitoring, and Reporting
Learn More
Want to produce a similar campaign at your credit union? Synergent Marketing Services can help! Our team of data miners, strategists, copywriters, and designers are ready to collaborate with your team to produce a creative, profitable campaign that reaches the right members, with the right offer, at the right time. Download the PDF of this case study and contact us today at marketingservices@synergentcorp.com.
