Earlier this year, Mainstreet Credit Union approached PLAY Creative to relieve some of the pressure its marketing team was feeling. Its marketing director recognized that the team had an abundance of work, with very little breathing room. But there was more work to be done — so PLAY was brought into the fold as an extension of the Mainstreet Credit Union team.
Mainstreet Credit Union recognized a need to reach out to those customers nearing the end of an existing auto loan. This was the ideal time to begin communicating with these customers about opportunities for low-rate loans for a newer vehicle. The key to success for this campaign was reaching this audience at specific timeframes, before their loan was completed.
Research says that 36 months is a typical lifespan of an auto loan, meaning that most people have their vehicle paid off within a 36-month timeframe. This knowledge helped PLAY develop a strategy that included a series of mailers, being sent automatically at 24, 30 and 36 months. The campaign included a series of three mailings: 24 months focus – postcard; 30 months focus – pop-up mailer (Shown below); 36 months focus – a second dynamic mailer.
The campaign featured a fun, casual theme, expressing to customers that this is a good time to begin thinking of a “fresh” and newer vehicle. Playing off of a car air freshener, the campaign was attention-getting and used easy-to-understand, consistent messaging. Each piece built on the previous mailing, and included:
• At 24 months, customers were given information about Mainstreet’s loan services and the benefits of working with the credit union.
• At 30 months, the messaging was more aggressive, urging customers to consider the benefits of upgrading their vehicle.
• Finally, at 36 months, customers were congratulated for paying off their current vehicle and reminded of what Maintstreet Credit Union can do for them moving forward.
The series of mailers helped create consistency in communicating about Mainstreet Credit Union and the services it provides its members. It also helps keep the credit union top of mind when people begin thinking about upgrading their vehicle.
Combining industry knowledge with marketing savvy, PLAY can seamlessly become an extension of our client’s team to help keep campaigns moving forward and meet goals.