THE CLIENT
Founded in 1953, MembersFirst Credit Union is a not-for-profit financial cooperative in Georgia that serves more than 35,000 members.
THE CHALLENGE
The credit union had a well-planned marketing strategy for a prescreen auto loan campaign – until the coronavirus pandemic upended the country’s economic situation. Still wanting to offer their members low rates and potentially help them save money during a difficult time, MembersFirst made a last-minute decision to change the scope of their campaign.
THE SOLUTION
Instead of their planned summer promotion, MembersFirst worked with image.works to expand the offer to all eligible credit union members in various credit score segments. We quickly pivoted the campaign to reach these members using targeted mailing lists and a combination of direct mail and email pieces.
THE RESULTS
The campaign resulted in measurable loan generation over just a few months:
New loans: 28
New loan balances: $644,707.31
Total estimated income: $86,040.17
Total estimated profit: $80,196.61
ROI: 13.7:1
IN THEIR WORDS
“COVID-19 demanded a reimagining of our 2020 marketing, and we quickly realized we could neither stand still nor implement our marketing plan with a ‘business-as-usual’ approach. We reached out to the folks at image.works to help us create a cost-effective digital campaign to support our prescreen promotion on a tight deadline. The team willingly shifted gears from the creation of a previously planned and in-the-works loan promotion to create print and digital pieces targeting our members in various credit score segments. The team didn’t miss a beat when we decided to extend the offer to a third segment. They were speedy and efficient – and their ability to track our emails’ performance was an added bonus! image.works is truly an extension of our marketing team.”
– Ayoka Stewart, Vice President of Marketing