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Energy One Federal Credit Union celebrated its 85th anniversary with a year-long series of events and promotions. One promotion was developed to increase auto loan applications for new or used car purchases or refinances from other institutions.

The Challenge

The promotion featured a low rate of 1.85% APR, a reference to Energy One’s 85th anniversary, and targeted credit union members and employees of its Select Employer Groups (SEGs), or corporations for which the credit union provides services and benefits. Same offer, but different benefits and incentives for the target audiences.

The Solution

For the member audience, the primary communication tactics included a member email, Facebook/Instagram ad, in-lobby displays, and online banking and mobile app advertisements. A promotion-specific landing page was developed that included a summary of the promotion, disclaimer, and “apply now” call-to-action.

For the SEG audience, a separate landing page was developed with specific SEG messaging. SEG-specific flyers and posters were developed and printed. The flyers were also distributed to the employees via email (from their HR departments). This audience was also included in Facebook targeting.

Increase in Auto Loans

Auto Funds Loaned

The Results

The campaign was a huge success, with a 60% increase in the number of auto loans compared to prior year and a 112% increase in auto funds loaned during the campaign period (September – November 2021).

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