THE BLOG

18
Feb

Deals for All Wheels Campaign

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CHALLENGE

In the middle of the 1st Quarter of 2008, the US economy was teetering at the brink of what would be later called the Great Recession. But when it started, some thought it could be the next Depression. CoastHills Federal Credit Union asked Data Based Marketing to “pull out all the stops” for a vehicle loan promotion scheduled from April to July 2008. The Credit Union’s offer was a base interest rate of 3.99% for any vehicle, new or used, purchase or refinance.

SOLUTION

Data Based Marketing completed a comprehensive marketing plan, specifically for this project. A drive-in theatre movie metaphor was selected to quickly convey the concept of “all wheels”. A comprehensive mix of TV, outdoor, radio, direct mail, digital and branch point-of-sale was created. The TV ad used an ad-within-an-ad concept, with the viewers of the drive-in movie watching the offer. A black and white ‘50’s era “movie” was created to both coordinate with a separate 50th Anniversary project and better reach the older demographic that provides the bulk of the Credit Union’s loans. A Deals for All Wheels movie theatre sign shown in the television was reproduced on all other channels to generate recall.

RESULT

The goal was about $10 million. But the combination of a diverse communication mix with aggressive frequency and a client who had motivated and supported their staff to quickly fulfill on the inquiries created $110 million of new business in just four months. This result was judged to be the single largest promotion result in the credit union industry that year and it resulted in Best of Show awards from two separate national organizations.

 
Here is the TV spot. It was created to compliment the simultaneous 50th Anniversary campaign, which was a separate project.

18
Feb

Rock-N-Rates Campaign

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CHALLENGE

San Diego Metropolitan Credit Union was at the epicenter of California’s housing bust. Accordingly, it had suffered record real estate losses that were jeopardizing its continued operation. A 2011 marketing campaign that emphasized non-real estate loans was needed, as much as something that would lift the spirits of the organization itself. In other words, what was needed was an extraordinary effort by all involved.

SOLUTION

The city of San Diego holds a Rock ‘n Roll Marathon each year in the spring. The promotion was scheduled for February through April, just before the race. The Credit Union had been a sponsor in past years, but did not have the budget to participate. Data Based Marketing created a rock’ n roll themed promotion to sublimely tie into the marathon’s similar theme. The Credit Union did an outstanding job supporting the promotion. It was kicked off in their main conference room that was turned into Club Metro, complete with a DJ. Employees walked a red carpet and were seated together as a branch. The senior management became “roadies” to support the branches, which each developed their own band name and accompanying theme song. The agency produced a wide selection of materials and channels, including: outdoor, direct mail, digital, print and branch point-of-sale. This project met a key agency criteria for success: it was fun for both the Credit Union and the members.

RESULT

Approximately 5 million sales impressions were generated. This project approved and funded 1,080 loans for $12.2 million, from a response that would have doubled these numbers if they could have been approved. Regardless, this project achieved both numeric and emotional success, helping galvanize a staff into believing they were indeed, “born to loan.”

18
Feb

Right Tool Campaign

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AWARDS:

This promotion was a winner at MAC, CUNA and CUES in 2015.

CHALLENGE

Like the rest of the credit union industry, CommonWealth Central saw its 2nd trust deed portfolio decline from 2008 through 2013. But being situated in Santa Clara County, one of the nation’s leading economic growth areas with rising home values, CommonWealth decided to make an aggressive move in reversing the decline. Making this challenge all the more difficult was the fact CommonWealth was competing not only with major banks, but also some of the nation’s largest credit unions.

SOLUTION

The promotional offer was 1.99% APR for the first 12-months and then 4.00% APR thereafter on loans from $10,000 to $500,000 and amortization of up to 20 years. Based on the fact home sales were heating and that homeowners were likely in an improvement mindset, the agency used a strong home improvement message centered around the most common home improvement done by an individual: home painting. To emphasize this message, CCCU employed imagery of painting and point-of-sale materials that graphically depicted paint flowing out of a can. The paint cans used colored foam latex and appeared suspended in mid-air as they poured paint on the counter surface. Besides the dramatic point-of-sale, the agency used a mix of direct mail, digital and print.

RESULT

This became the most successful marketing campaign for total dollar volume generated in the Credit Union’s history. The 2nd trust deed loans granted volume jumped from $12.4 million in 2013 to $30.2 million in 2014. The NCUA Call Report data shows that CommonWealth was one of just 7 of the county’s 14 credit unions that increased its HELOC loans granted year-to-date in September 2014. CommonWealth had the highest growth rate in the number of HELOC’s granted during that time. This growth rate was effectively double that of the next fastest growing credit union in Santa Clara county. This promotion was a 2015 CUNA Diamond Award winner and judged a winner for the 2015 MAC Annual Conference.

18
Feb

Home Run Loans Campaign

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CHALLENGE

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.

SOLUTION

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.

RESULT

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.

18
Feb

Promotions

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This category includes advertising projects that utilized multiple channels of communication. Promotions shown date from current projects to the agency’s early years.
 

 

18
Feb

Branding

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Here we are showing branding at the point-of-sale, coordinated collateral, print and our logo work.
 

 

18
Feb

Digital

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This section includes responsive websites, email, mobile apps and adwords. Also shown is Data Based Marketing’s proprietary CU-Mobile Marketing mobile app. This national award-winning app is the first of its kind, a perfect compliment to mobile banking.

GoogleAdwordCertified_100x100

Full websites:
Abhay Shankar
Next Generation Aviation Services
Highland Aviation Insurance
Ruddell’s Smokehouse
Transwest Aero Services

Promotional microsites:

Metro Employee CU Services
Northrop Grumman FCU

18
Feb

Media

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This category includes the traditional forms of media, like television, radio, print and outdoor. Click on the links below to see either the TV samples or hear a compilation of radio spots.
 
TV

PCCU Rockin 60

PCCU CA Love Theater Cut

UNCLE Theater Cut

Aerospace Conference

CoastHills Deals for All Wheels

 

RADIO
18
Feb

Collateral & Point of Sale

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This category includes all items found at a branch location, including window and floor graphics, posters, tent cards, collateral brochures, annual reports and captive media video.
 

 

18
Feb

Specialty

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This category includes imprinted items used to communicate the client’s brand to consumers, like pens, coffee cups, water bottles, t-shirts and just about anything you can silkscreen..

 

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