Case Study: Fort Worth Community CU
Branding Campaign

Background:

Fort Worth Community Credit Union (FTWCCU) rolled out a new brand platform early fourth quarter. The first objective of the new brand was to increase their loan portfolio in the areas of home and auto loans through a variable data direct mail piece.

Campaign Goals:

The campaign goal was to increase FTWCCU loan portfolio with home and auto loans.

Variable Self Mailer

Campaign Strategy:

The strategy was to create a targeted campaign using variable data direct mail and other supporting initiatives including a stand-alone microsite, an HTML email, outdoor boards, statement inserts, print ads, mall advertising, and Internet advertising. The strategy to utilize variable data was born out of the effectiveness of the tool as the return on investment averages out at double the normal return. Variable data enables the mass customization of printed pieces using digital technology.

Campaign Challenges:

The main challenge was to ensure that FTWCCU was differentiated from banks. A secondary challenge to overcome was the feelings that FTWCCU had lost their personal touch since the recent expansion in the Fort Worth area.

Campaign Execution:

The first tool of the campaign that rolled out was the variable data home and auto loan direct mail piece that pushed consumers to the “loans worth more” microsite. The auto direct mail piece was targeted to those with existing auto loans and those without and used variable data to customize the piece by adding the consumer’s first name in two locations. The home loan direct mail piece also used variable data and the consumer’s first name was in four locations.

Campaign Theme:

Fort Worth Community Credit Union and Third Degree team developed a “Loans Worth More” campaign based upon the “You’re Worth More” brand platform.

Variable Postcard

Results:

The campaign was launched early fourth quarter and FTWCCU is in the process of collecting data and monitoring the incoming results of the campaign elements deployed thus far. The remainder of the tactical elements will be deployed in the first quarter of 2009.