Identifying highest potential audience is money in the bank

THE CHALLENGE

Webster First Federal Credit Union, one of the largest member-owned credit unions in Massachusetts, was opening two new branches. They wanted to bring new members in and set an ambitious goal of $20 million in deposit growth for the year. Claritas helped them identify high potential audiences and build an effective multi-channel campaign to acquire new money market and CD accounts.

HOW WE DID IT

Claritas’ proprietary P$YCLE® Premier segmentation was used to identify the audiences with the greatest potential. After cross-referencing current credit union members, they learned that their best prospects were 50+, fiscally conservative and travelled locally, among other things. Armed with this intelligence, Webster First Federal, together with their agencies, launched a ZIP Code specific, TV, digital and direct mail marketing effort focusing on the security of their financial products.