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Our new client, ClearChoice, created a unique shopping program called Savvi Shopping for credit unions. Savvi Shopping provides a branded shopping portal and an account-based loan-underwriting tool that allows members of their partner credit unions to shop interest-free with no credit checks.
In addition to the shopping portal and loan services, ClearChoice wanted to offer a turnkey marketing campaign to their new credit union clients. That’s where we came in.
We started by strategizing a multi-touch, multi-tactic marketing plan to introduce Savvi Shopping to credit union members. Our challenge was to create excitement around the program, while not appearing overly promotional – especially in the beginning, when education was key.
We chose to keep the branding simple so as not to compete with each credit union’s brand, and so the materials could be customized quickly and easily for each new credit union that signed up.
The final product included four direct marketing touch points (letter, postcard and emails) and general marketing tactics including a landing page, banner ads, a brochure and a video.
Campaigns are currently rolling out with four new credit unions, so data is still being collected, but initial results are exceeding those from previous marketing materials.
About the Author: cat-tonic
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