Intro
Data-Driven Membership Boost
Travis
Credit Union
Platforms
- Digital
- Television
Our Role
- Marketing
- Digital + Social
- Production Services
- Public Relations
Digital Marketing
Project Overview
Situation
A series of interest rate hikes by the Fed were engineered to combat inflation. The rise in inflation often leads to consumers withdrawing funds from savings and checking accounts, resulting in a reduction in credit union deposits. These economic factors forced California’s Travis Credit Union to compete aggressively for new members across its 12-county service area so as to increase deposits.
Approach
AMF’s strategy leveraged insights from TCU’s existing membership to attract new members by analyzing over 10,000 highly predictive demographic and behavioral indicators. The three-step approach involved appending third-party data sets to their CRM for a deeper understanding of member household profiles, advancing data-driven behavioral and demographic segmentation, and promoting a free checking program to drive membership growth. This comprehensive approach allowed TCU to better target potential members and enhance their outreach efforts.
Outcome
AMF utilized identity graph technology to identify key areas within the marketing spectrum, enabling the creation of targeted audiences and the delivery of consistent messaging across strategic marketing channels. This approach allowed Travis Credit Union to effectively engage prospective members, leading to impressive results within just a few months: an 8% increase in new members, a 25% growth in organic site visitors, and an 18% rise in deposits.
8%
increase in new members
25%
growth in organic site visitors
18%
rise in deposits
Deliverables
TV Commercial
AMF Media Group produced TV spots that reinforced the real-life impact of Travis Credit Union’s “Make Life Easier” loans.
Advertisement
The campaign leveraged a multi-channel digital strategy. The ads maintained a consistent visual identity across all platforms.
Public Relations
Project Overview
Situation
Travis Credit Union builds lifelong relationships with individuals, families and businesses to help them achieve their financial goals. However, there was a general misconception that you have to be a military member to “belong” to TCU. Further, many people (and members) didn’t realize that TCU offers a product and service suite designed for 360-degree, life cycle banking.
Approach
AMF’s strategy leveraged insights from TCU’s existing membership to attract new members by analyzing over 10,000 highly predictive demographic and behavioral indicators. The three-step approach involved appending third-party data sets to their CRM for a deeper understanding of member household profiles, advancing data-driven behavioral and demographic segmentation, and promoting a free checking program to drive membership growth. This comprehensive approach allowed TCU to better target potential members and enhance their outreach efforts.
Outcome
PR positively influenced brand perception beyond TCU’s two core markets (Fairfield and Vacaville, CA) and established the organization as a thought leader in financial wellness. In the first year of the program, AMF surpassed all established KPIs including:
- 275% of goal achieved for media stories in leading publications
- 150% of goal achieved for interviews with key stakeholders
- 100% of goal achieved for thought leadership through op-eds/contributed articles in key trades
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