Gesa Credit Union
In the summer of 2016, Gesa had one goal that was lagging behind all others - new membership growth. We decided to launch a campaign from August 1 – September 30, 2016 to help us achieve this goal! Our objective was to generate new memberships in all markets, while also increasing Certificate balances, generating auto loan originations, and opening savings accounts and new Visa cards.
Because incenting consumers to leave behind their financial institutions and move to a different institution is very difficult, our strategy was to offer several new and aggressive specials to capture the attention of members and non-members in the communities we serve.
Our goals were as follows:
• Increase Certificate balances by: $5.0MM
• Generate $13MM in direct auto loan originations
• Open 500 new Super5 Savings Accounts
• Generate 2,000 new direct memberships through a combination of the approved product offers
• Open 850 new Visa Cards
Our specials we offered were as follows:
• 1.00% APY for 5-month Certificates
• Auto Refinance: Offered 1.49% APR up to 60-months for A/A+ Paper 1.99% APR for 72-months.
• Super5 Savings Accounts: The account paid 5.00% APY on the first $500 in the account. Balances over $500 would earn the standard savings dividend (currently 0.05% APY).
• New Checking Accounts: A $50 cash bonus on all new checking accounts opened during the promotional period for members who also enrolled in online banking at the time of account opening.
o There was also a contest tied to this special, where we encouraged members to ‘give a good deed’ with their $50 and share what they did with the money on our Facebook page and include #gesaforgood. Members voted for the best story on Facebook between October 3- 7 and the winner won $1,500 for their charity of choice.
• Premier Checking: We launched this 5.00% APY Checking Account in two markets (Yakima & Moses Lake) where we have low market penetration. We used this as a tool to open more checking accounts.
• Visa Accounts: 1.50% Cash Back Gesa Visa Diamond credit card
When we first started brainstorming themes for the campaign, we came up with ‘Join Gesa for Good.’ We wanted to encourage people to join Gesa permanently, but also use their membership to do good for their communities. Our collateral pieces all included our slogan ‘Join Gesa for Good’ and included a superhero theme. We used bright colors of blue, yellow and green and our call out box was in the shape of a shield.
Our target audience for this campaign was our current members as well as non-members. We wanted to attract new membership by offering these specials, while also using the specials as an opportunity to cross-sell to our existing members.
We also wanted to target children and millennials. Offering the Super Saver boxes for kids who opened Super5 Savings account was a big hit. And tying in the ‘Join for Good’ and donation aspect of the checking campaign was an attempt to target millennials since studies show they support causes who give back to the communities they live in and want to be a part of organizations who ‘do good’.
Gesa’s members consist of individuals who live, work, worship, or attend school in the State of Washington.
Join Gesa for Good Campaign
Category
Online and Print Advertising > Online and Print Advertising - $1 Billion and Greater
Winner Status
- Bronze