Y-12 Federal Credit Union

Strum Agency

The overall objective and strategy of Lenoir City Grand Opening Campaign was to build Y-12 FCU’s brand awareness and invite members and non-members to visit the new branch in this new market. Non-members were encouraged to join the credit union and take advantage of the product offers, participate in the events, and win prizes.

This campaign was a two-part sales-based event and was designed drive as much traffic as possible across a diverse range of possible prospects with multiple product offers ranging from loans and deposits.
Part One: 5-day grand opening event (Nov. 1-5) *advertising will begin early October
Part Two: Campaign continuation (Nov. 6-EOY)

Target Audience
Members and non-members who live near the Lenoir City Branch
The Lenoir City Branch will expand Y-12’s Southern Market, although still smaller than the Central Market, it has many similar product opportunities just on a smaller scale. As a part of the Southern Market, Lenoir City has great potential for growth in home loans, home equity loans/lines, credit cards and auto loans, and there is an opportunity to grow MMA and CD balances when desired.
There are 6 identified growth segments representing 26% of the Southern regional market (73,563 prospects); Y-12s penetration of these segments is 6-10%+; these segments are also among the fastest growing of any segments the past 3-years
They hold deep relationships across a range of deposit, loan and mortgages product lines with strong balances and solid profitability. Member in these growth segments have been major contributors to core checking/MMA growth in the three most recent years. These segments are power borrowers in this region.
These segments have lower to moderate income with an average age in the 40s