Case Study #24

Financial Institutions

Strategic Modeling Helps Credit Union Acquire New Members, Checking Accounts, and Loans With a 285% Campaign ROI

The Challenge

A large tri-state credit union wanted to drive growth across multiple product lines while also achieving a better ROI on its marketing spend. The credit union sought to drive new checking memberships, home equity loans and refinances of auto loans in the new fiscal year.


We helped the company drive new business:


In new deposits


In new loans


Overall ROI across checking, auto and HELOC campaigns

The Solution

We developed a three-tiered campaign audience strategy using modeling to identify high-propensity and high-value targets for checking memberships, auto refinancing and home-equity loans. Each campaign included unique offers and creative across channels that included direct mail and emails.

What did we do?

We started by understanding and defining the key desired business outcomes:

  • Increase new deposits
  • Increase new loans
  • Boost ROI for checking, auto and HELOC marketing

How did we do it?

We developed a focused campaign based on five essential steps. We:

  1. Created a three-tiered campaign audience strategy.
  2. Used modeling to identify promising high-value targets.
  3. Created unique offers and creative for each product line.
  4. Sent targeted direct mail and emails driving engagement.
  5. Measured and optimized to generate over 3,000 new accounts.

Services provided


  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Modeling
  • Analytics
  • Measurement and Reporting


  • Print
  • Web
  • Editorial


  • Direct Mail
  • Email