TopLine Federal Credit Union

Objective:
TopLine’s auto loan acquisition and refinance campaign utilized a multi-channel approach to increase TopLine’s auto loan penetration on our current member base.
Objectives include:
1. Increase outstanding number and balance on auto loan accounts.
2. Help members save money by lowering auto loan rate and payment.
3. Reward members for choosing TopLine for their auto funding and refinancing needs:
• Enjoy TopLine’s low rates — starting at 2.99% APR
• No payments for 90 days
• Receive a $100 discount on an extended warranty purchase
• No refinance fees or title transfer fees
• Free car buying services

Target audience (who & how many):
Using business intelligence, we leveraged predictive modeling competences based on high propensity to respond, demographic variables to identify the behavior of repeat auto loan buyers, ACH analysis to determine members who have auto loans at other financial institutions, utilizing attributes such as credit score, debt burden ratio, other product use and current balances, age range and radius from our branches. TopLine targeted 5,000 members for this campaign.