Case Studies

Get the details on some impressive results.

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39 New Credit Accounts

Point Breeze Credit Union's credit card promotion proves successful: 197% ROI.



Research

Like so many other credit unions, Point Breeze was in need of loans. Their research shows that their promotions wrapped under an umbrella theme work well.

Strategy

With their lowest rate of 9.95% APR, reward points and no annual fee, Point Breeze FCU’s credit card offerings were both attractive to the members and profitable for the credit union. The solicitation was offered to a select group of members who also received follow-up mailings that continued throughout the year.

Target

Credit driven, age 25–45 households, middle market and potential new members.

Delivery Channels

  • a billboard and lobby posters featured the umbrella campaign theme
  • jumbo postcard mailed once (more to follow during the year will increase the ROI)
  • web banner

Return on Investment: 197%

Typical response rates have dropped along with the decline in the economy, so the 1.3% rate for this promotion was very good. Point Breeze opened 39 new credit card accounts with an average monthly balance of $1,585. At 9.95%, their lowest rate, interest for the first year was about $7,342, for an ROI of 197%.

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