Results and Timeline of BECU's Member Advantage & Early Saver Programs

While these programs have received a lot of attention in the media, BECU offered new insight into its marketing strategy and its next steps.

 
 

During this month’s webinar about Share Growth Strategies in a Lean Market, Ken Myhra and Shirley Taylor from BECU discussed the credit union’s “Member Advantage” and “Early Saver” Programs.

While these programs have received a lot of attention in the media, BECU offered new insight into its marketing strategy and its next steps. The programs, which reward small savers with a premium rate, took about one year to research, launch, and promote. See the timeline below:

BECU

BECU also debuted its marketing campaign strategy, including television commercials, for the first time on the webinar.

Along with the TV spots shown above, its marketing campaign consisted of print advertising in four major markets, radio, direct mail, branch & ATM signage, member newsletters, and web site marketing. See the programs' results below.

Member Advantage & Early Saver Results
As of 04/23/07
Product/Service Description
# of Accounts
Change from Launch (10/15/06)
Total Balances
Change from Launch (10/15/06)
Member Advantage Savings
60,085
21,279
$215,765,791
$72,119,036
Member Advantage Checking
60,085
21,279
$165,206,346
$78,955,521
Early Saver
47,864
6,199
37,245,469
4,571,460
eStatements
77,545
19,182
N/A
N/A
Bill Payment
74,257
12,082
N/A
N/A

To hear more about the programs, including improvements to the program, next steps and lessons learned, register to receive the webinar on-demand.

 

 

 

May 14, 2007


Comments

 
 
 

No comments have been posted yet. Be the first one.