Case Study: Delta Community CU
More In-Less Out Sweepstakes

Campaign Overview:

A need for financial products that help families save combined with a growing national emphasis on financial education prompted Georgia's largest credit union, Delta Community to create a "More In, Less Out" campaign revolving around the theme of helping people make the most of their household budgets.

Campaign Goals and Strategy:

Delta Community wanted to introduce current members to their checking, credit card and debt consolidation/loan products, increase their overall membership and strengthen their standing as a family-focused financial institution. Third Degree helped Delta Community develop a campaign that included a sweepstakes offering participants a chance to win $5,000 toward paying off their debt and a free financial makeover.

Poster and Direct Mail

Tactics:

The Microsite:MoreDeltaCommunityCU.com was the centerpiece of the campaign. It housed useful information on budgeting, financial calculators, financial glossary of terms and other financial management tools and information – all with the purpose of providing information on budgeting to members and families - and to provide a convenient location for people to register for the sweepstakes and membership. Other tactics included an integrated mix of member and non-member targeted: TV, Radio, Direct Mail, Print, Emails & Online and In-Branch Promotion.

Web and TV

Results:

Microsite Analytics: During the campaign, April 6 – June 30, the site received over 15,000 unique visitors. The bounce rate (or rate of visitors that left the site after viewing only the homepage) of the site during this time period was 32% – significantly lower than the average site bounce rate of 40%. Almost 84% of visitors went to the site was through direct traffic (that is, typing in the URL in their web browser) which shows the effectiveness of the other tactics that drove traffic to the site. Online 628 people completed the tracking form and 293 applied for a loan product and were approved.

Delta Community has received such a positive response from the campaign, that they continue to use non-sweepstakes versions of the site and other components as part of their marketing platform.