CBC FCU was originally formed to serve the US Navy’s Construction Battalion Center in Port Hueneme, the West Coast home of the Navy’s Sea Bees. CBC expanded to a community charter making all residents of Ventura County California eligible for membership in 1999. Regardless, they faced significant competition from not only the major banks, but some large credit unions, including the world’s largest, Navy FCU. In 2011, CBC granted an average of $3.9 million of loans per month. They wanted to bump that up 7% in 2012.
Ventura County has significantly higher proportions of family households than the California average. Data Based Marketing knew from prior promotions that CBC’s membership reacted well to family oriented messages. A Los Angeles Dodgers premium offer was combined with the Credit Union’s market low interest rates. Each new loan funded over $5,000 received two field-level Dodger Tickets ($60 face value per ticket) and loans over $20,000 received four tickets. All loans were promoted. The communication mix included print, outdoor, direct mail, point-of-sale, mobile and other digital channels.
During a three-month period in 2012 (June, July, August), the Credit Union generated $50.1 million of funding, effectively double the activity during the same monthly period in 2011. There was also a strong residual effect, with total loan funding remaining at a high level for the remainder of 2012, reaching $84.9 million, or a monthly average of $7.1 million for the year.