Case Study: Tinker Federal CU
Snap Account Campaign
Background:
- Based in Oklahoma City
- 16 full-service branch locations
- The state's largest credit union
- $1 billion in assets/more than 169,000 members
Campaign Goals:
- To grow TFCU membership base, leading to the opportunity to sell more loans to its new members
Research Findings:
Existing research showed membership population was aging, with less young adults than other credit unions. Third Degree research revealed key motivators for an individual selecting a financial institution: consistency, convenience and ease.
Micro Web Site
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Direct Mail
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Challenge:
The hassle of changing financial institutions is the biggest deterrent to consumers, along with the perception that a person had to be associated with Tinker Air Force Base to be a member.
Media Placement and Marketing:
With budget, targeted demographic and timeline in place, Third Degree recommended a strong mix of high-impact, visual and audio media vehicles including outdoor, radio, network TV, cable and print targeting adults 25-49 years of age. Direct mail, internal signage and a micro-web site were also utilized to reach prospective members and cross-sell additional TFCU accounts to existing members.
Creative Concept and Testing:
Creative strategy: make TFCU synonymous with convenience. The "Snap Account" was created. Focus group testing determined the "Snap Campaign" approach, design and messages were on target with TFCU prospects and the campaign was launched.
Outdoor
Results:
In the first month alone, household accounts were up an impressive 16%.