Our in-house marketing agency at a 40,000 member institution needed to grow member accounts through a fresh approach to stale home equity line of credit (HELOC) promotions. We chose a spring promotion, when target personas were planning home improvements or the use of a line of credit for a vacation, education, or debt consolidation. To juice interest, we collaborated cross-functionally with the lending team to create a 12-mo. introductory offer of 3.99% APR – 1.76% lower than the existing rate.
Using stunning, on-trend hexagonal art work, strategic stock photos, punchy copy, and a beautiful attention-grabbing color palette produced by our multi-talented in house designer, we marketed across several channels - statement inserts, retail TVs and interactive kiosks, website, online and mobile banking, on-hold messages, social media and email.
This integrated campaign was air tight. Team members wore bright campaign t-shirts to spark conversations. Finally, a bold retail display - rarely seen before at this institution - featuring a set of enticing Adirondack chairs and branded pillows was added to a $500 drawing to incentivize applications.
The ROI? Our landing page received an increase in unique visitors of nearly 25%. Monthly visitors were the highest in a year, and the website home page views reached a new high. Account balances increased by over 10%. Essentially, a "dream come true..."
I could not be more proud of our marketing team and appreciative of our experienced Vice President of Marketing whose strategic leadership shaped the campaign from the get go.